Most public relations professionals don't need to be reminded about the bottom line benefits of an active and imaginative corporate social responsibility program. But
increasingly, CSR is taking on a different hue of green - involving ecological and environmental concern. As issues relating to global warming and energy supplies increase in
their political viability, many companies have incorporated environmental elements into the CSR programs.
Three green-tinted CSR efforts offer a wide range of how eco-concerns are being addressed. For Dow Chemical, the future of the world's oceans and shorelines are being
considered in a program aimed at school children. For Wells Fargo, a special program devoted to these issues resulted in having environmental practices integrated within
the daily functions of the financial institution's operations. And for those who feel government is more of a problem than a solution in this sector, the Delaware state
government has taken a proactive approach in reaching out to businesses to encourage them to realign their activities into this increasingly important sector.
The Sea Around Us
Water covers 70% of the planet, but you don't need an oceanography degree to know that much of that water is not clean. Yet the majority of marine debris does not originate
from oceanic sources (such as dumping from sea-going vessels or offshore facilities).
Instead, 80% of marine debris can be traced to the land - with culprits ranging from storm water run-off from massive landfills to pieces of litter dropped by individual
beachcombers.
As part of its ongoing partnership with Jean-Michel Cousteau's Ocean Futures Society, Dow Chemical has targeted today's youth (a.k.a. the potential environmental
villains of tomorrow) with an educational awareness program to show how marine debris is damaging the ecosystem and what can be done to reverse its ruinous effects. Dubbed "Don't
Be a Beach Bum," the program can be traced to Cousteau's disgust at finding debris washed up on Hawaiian beaches located thousands of miles from the nearest city.
"Folks are good at saying 'We have problems,' but we're looking for "How can we work on solutions?'" says Tony Kingsbury, global affairs project leader at Dow Chemical. "What
we are saying is that this stuff is due to human activity. It has the potential to effect places where you'd never expect it, like in the middle of the Pacific."
Dow Chemical's connection here came via its sponsorship of a PBS series on the issue and an educational curriculum that debuted this spring in New York's public schools and
will be expanded throughout the fall. The curriculum mixes old-fashioned lessons regarding science and math with cutting-edge activities that encourages students to become a part
of the solution - and, at the same time, gives them a chance to try their hand at media creation.
"Within the curriculum, we tell the teachers: Take what you've taught and have the kids create their own PSAs based on their lessons," "We are trying to make this fun by using
today's tools."
While most students may not recognize Cousteau's name, their teachers know his deep-sea stardom. Kingsbury notes that when Dow Chemical announced the program at the
National Science Teachers Association conference in Anaheim last April, attendees formed a 75-yard-long line to get his autograph on the curriculum's poster.
The Home And The World
In July 2005, Wells Fargo launched its Environmental Commitment program designed to integrate eco-friendly initiatives into its business practices and operations. This is
particularly vital in the financial institution's lending practices related to construction and mortgage loans. Under the program, $250 million has been provided in financing
green building developments, including partnerships with solar companies to ease the financing costs of solar panel installations.
"It's helping in many circumstances for those who feel strongly for the environment," says Chris Hammond, vice president for communications and development.
Yet the company also recognized that there are elements to the environmental concern that often get overlooked, particularly within less affluent areas where environmental
protection and regulation is not a major priority. Within the Environmental Commitment program, the Green Equity Equivalent Investments product line was introduced to provide
capital to nonprofits promoting environmentally responsible practices in low-to-moderate income communities.
Hammond stresses, however, that Wells Fargo isn't taking this green CSR approach on its own - it expects its partners and customers to be on the same page with them. "We
ensure that the companies we do business with comply with all applicable laws," he says, noting such practices are part of Wells Fargo's due diligence reviews. "If they do not
comply, we may choose not to do business with them or make a loan."
Furthermore, since the program's initiation, Wells Fargo doubled its corporate contributions to environmental nonprofits from $550,000 to $1.1 million. An external
Environmental Advisory Board is also in place to guide and monitor efforts.
As a San Francisco resident, Hammond is acutely aware of the problems regarding today's environmental and energy issues. In fact, he literally takes them to and from the
office. "It costs me more than $55 to fill my little Toyota SUV," he says, ruefully.
You Are My Sunshine
Partnerships are often crucial elements to CSR activities, with companies reaching out to nonprofits and/or government agencies to build new bridges. On occasion, however, it
is not the companies who are making the proactive outreach.
Ironically, one of the smaller states is in the lead in alerting local businesses to the possibilities of alternative energy initiatives. The Delaware Energy Office,
through its Green Energy Fund grant program, provides grants covering up to 50% of the installed costs of solar water heating and wind, photovoltaic and geothermal renewable
energy technologies. Scott V. Lynch, an energy program planner at this office, has been a one-man PR dynamo in spreading the word on the Green Energy Fund.
"I'm going on a radio program this weekend and I do appearances at home shows in the state," he says. "We recently had very, very generous coverage in the News-Journal
(the state's largest newspaper), and I had people calling me at 7:30 in the morning - long before our office opens. I've gone to SBA's Open Forum, where I've been invited to
speak about energy efficiency for businesses."
Is there a PR benefit to being a recipient of the Green Energy Fund? The answer is a solid green "Yes!" and, ironically, one of the most significant PR coups came not on
behalf of a smaller business, but from one of Delaware's more prominent corporate residents.
"We were contacted by DuPont to see if the fund was still there," recalls Lynch regarding DuPont's plan to install solar panels at its Chestnut Run facility. In April,
DuPont announced it installed three rows of solar panels, which will be used to produce electricity for eight homes. DuPont will receive $250,000 from the Green Energy Fund.
The DuPont news received significant coverage in both the local Delaware media and throughout the chemicals and energy trade media, calling attention to DuPont's commitment to
environmental efficiency - and, of course, calling attention to DuPont itself.
Contacts: Tony Kingsbury, [email protected]; Chris Hammond, [email protected]; Scott V. Lynch, [email protected].