While Climate Comms Can Be a Hot Potato, It May Be Worth the Risk

As the COP 16 United Nations Climate Change Conference in Cancún moves into its second week, the focus on global warming is heating up. Already the chatter from the event is piquing interest—with the announcement that 2010 stands to be one of the hottest years temperature-wise on record, and the fact that countries just can’t seem to align on curbing emissions.

With CSR becoming a big communications buzzword in the last few years, why shouldn’t climate change become a bigger part of the sustainability mix? Organizations large and small are finding that the rewards in addressing the topic outweigh the risks.

In addition, and most importantly, says Kevin Moss, head of CSR at BT Americas, it’s simply the right thing to do. “Climate change will cost society in terms of both money and well-being an enormous amount,” says Moss. “So if you want to be part of mitigating climate change, then you take action in this space. If you want to look back in 2050 and say you were part of making this disaster happen, then you don’t need to take action now.”

Strong words, but then again, vitriol spewed from both sides of the nature vs. man-made argument is much more contentious than that. Which is why some organizations shy away from addressing climate change. But they shouldn’t, says Susan Nickbarg, principal at SVN Marketing, which specializes in CSR consulting. “Don’t let discourse about whether it’s real or not real stop you from acting,” says Nickbarg. “Organizations need to have a response ready regardless.”

TIME IS RIPE

And a recent study by the Yale Project on Climate Change Communications shows that Americans are warming up to subject. The majority of the public (63%), understand that global warming is happening, and 55% are either very or somewhat worried about its potential ramifications.

Thanks to a sputtering economy, Americans are getting into the spirit of cutting back (see Quick Study, page 3) and supporting companies with robust CSR initiatives, while the further U.S. rollout of Nissan’s all-electric car, the Leaf, and Chevrolet’s hybrid Volt are sure to create more buzz around carbon emissions.

“We see a significant slice of the public now addressing climate change from a personal perspective,” says Edward Maibach, professor of communications at George Mason University and director of the Center for Climate Change Communication. “Stakeholders will follow organizations that seriously reduce their own carbon footprint within their own operations—but it’s unclear as to which companies today are doing that.”

That’s because it’s the wild, wild west in terms of competing climate change standards and certification programs, says Nickbarg. “The communications rules for these areas are scattershot right now,” she says. “Terms like ‘eco-friendly’ are too sweeping, and there’s a need for uniformity.”

Which is why business needs to take charge themselves. “Organizations must show leadership in this space, and help each other determine what sustainability metrics are meaningful,” says Maibach. And Maibach believes communicators can take a key role in this leadership.

EMOTING EMISSIONS

And the most meaningful metrics are around carbon emissions. Companies like PepsiCo, says Maibach, are doing a good job of communicating emissions savings and passing that news on to the public.

If you’re with an organization that’s not the size of PepsiCo, there are still rewards to be had with addressing climate change. Smaller organizations too must deal with the rising costs of energy. “Improving energy efficiency will help any business save money and hopefully maintain its profitability,” says Nickbarg.

And generate buzz. A prime example of this is Bowman Design Group, a Southern California-based design and project management firm.

Spurred on by the California State Legislature’s Global Warming Solutions Act, (bill AB 32) that requires an 80% reduction of carbon emissions in the state by 2050, CEO Tom Bowman wondered why his company couldn’t reach that goal in 10 years. “So I set up a green business plan, and my staff looked at me like I was crazy,” he says.

After nixing a proposed $60,000 reflective roof, Bowman turned to simpler ways to save, such as:

• Matching his staff’s commuting routes with clients’ headquarters to save gas;

• Swapping the company SUV for a Prius;

• Buying more energy efficient office equipment; and, yes,

• Using plain old power strips.

Utilizing the Climate Registry (theclimateregistry.org/) site to track progress, Bowman was stunned to learn two years later that emissions had been cut by 65%, saving $9,000 per year in energy costs.

The gains from a communications standpoint, continues Bowman, are priceless. “Our clients and prospective clients are thrilled about this,” he says. And winning the Cool California Small Business of the Year award last year didn’t hurt the cause.

INTERNAL CLIMATE

In addition, staff morale because of the success was lifted, says Bowman. Internal outreach on climate change is important, adds BT’s Moss. “Letting people know that the business supports climate change activities is key,” he says. At BT, employees need little motivation, as many already work on initiatives outside of work. “If anything, you have to harness their energy and move it in one direction,” he says. (See sidebar for Moss’ tips on starting a climate change effort.)

TIP OF THE ICEBERG

As Eric Edge, global chief communications officer at Euro RSCG Worldwide, sees it, there are two ways an organization can harness climate change overall: publicly support efforts to drive world leaders to take action (Edge helped lead Kofi Annan’s successful Tck Tck Tck campaign last year), or look within your organization to see what it can do. Whatever you decide, Edge says that the old rules of PR are off the table. “It’s an issue that requires transparency,” he says. “Make sure you’re doing and saying the right things, or you’ll be called out immediately.”

Whatever climate road you take, remember that your actions will have an impact that will reach far beyond communications. PRN

CONTACT:

Kevin Moss, [email protected]; Susan Nickbarg, [email protected]; Edward Maibach, [email protected]; Tom Bowman, [email protected]; Eric Edge, [email protected].


Common Sense, Energy Bill Can Jump-start Climate Efforts

If your a company is the size of BT Americas, the level of climate change activities, reporting and communications is staggering. Yet, says Kevin Moss, the company’s head of CSR, smaller organizations can make a difference, too. “Actually, a lot of this is just common sense,” he says. Here’s how to get started:

• Learn as much about your energy bill as you do your phone bill. Focusing on a cost perspective is great start.

• Think about what impact your products and/or services have on society.

• Determine if there’s opportunities to shift, fine-tune or position your portfolio to help your customers with their sustainability needs.

• Identify what your biggest energy drainers are, and concentrate on them.

• To start, go to the Carbon Disclosure Project (cdproject.net) and see how other organizations are reporting their climate change efforts.