Making News

(Nov. 15, 2007)

GENERATION GREEN

Altering the Landscape of Today’s Corporations

By Megan Webb

 

With soaring gas prices, concerns about global warming, and the reality of human exposure to synthetic chemicals in the environment, all generations are bonding together in an effort to preserve our health, natural resources and sustain our livelihood on the planet. No matter what generation you may align

with - Veterans, Boomers, Gen X or Gen-Y, we are all part of ‘green generation:’ - seeking a sustainable future with a healthy Mother Earth.

Individuals, non-profit organizations and even the largest enterprises are embracing this movement as multi-faceted generations unite to become increasingly informed and actively involved in a greener way of life. The UN Global Compact provides a unique platform for its participants to advance their commitments to corporate citizenship and sustainable living. With more than 3,300 company participants and stakeholders from more than 100 countries, and a variety of learning, discussion and partnership opportunities, companies are uniting to enhance their business and achieve their corporate responsibility goals.

According to Workforce Management, a 2006 Conference Board report states that- 78 percent of 198 multinational companies described corporate citizenship, including good environmental practices, as “very” or “extremely important” in the recruitment and retention of employees. And as recruiting and retaining talent was scored second in importance only to enhancing corporate reputation and brand, employers need to quickly engage employees’ attention.

Are the requests of Generation Green really shifting the building blocks of today’s corporations? Yes! Review any internal employee satisfaction survey and you’ll find that a green corporate culture actually ranks very high on the list. Today’s employees want to work at companies that support a healthy lifestyle and environment. Lisa Walker, a senior client partner at Korn/ Ferry International, also points out that “environmental sensitivity is one shorthand way to assess how a company treats its employees. It shows that this company cares for something more than just profits," she says.

According to an Adecco USA Workplace Insights Survey, of those 2,500 U.S. adults surveyed, one-third reported that they’d prefer to work for an environmentally sensitive company. About half of employed adults (52 percent) think their company should do more to be environmentally friendly and only about 22 percent say their company already does enough or too much. In the recruitment phase, job applicants, especially the younger generations, will come right out and ask “what are you doing for the environment?” Mid-career professionals may also leave their current jobs to work for a company that serves a purpose. It isn’t just a job anymore as applicants and the currently employed are looking for personal fulfillment in their career paths, often leading to working for a company that cares about the world at large.

Bernadette Kenny, chief career officer of Adecco USA also suggests that “communicating [company] environmental policies and creating an environmentally conscious culture by instituting some simple and basic programs,” can be helpful for corporations looking to recruit and retain green-minded employees.

So, what are some “simple and basic programs” that you can incorporate into your business? To help corporations figure this all out, About.com advocates forming a “green team” and lists “20 ideas to get your green team started.” The site features ‘green’ activities such as recycling magazines and newspapers, turning lights off in all offices, bathrooms and conference rooms when not in use, and encouraging carpooling to work. That sounds pretty simple and basic, doesn’t it?

The words corporate social responsibility may have some business owners cringing, but a company’s social and environmental goals and outreach will attract new hires, earn the respect of employees, and may even motivate customers to align with your vision. The bigger payoff? Inspiring a secure and healthy future for all generations.

Look for upcoming information regarding the Kleber Green Team.


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