My employer, Sun Microsystems, is running mandatory employee training on Safeguarding Sun's Reputation. A comment posted in the training's internal discussion forum gave me another glimpse into the lack of awareness workers have regarding the connection between good business and green business.
Here's an excerpt from the discussion forum:
"While there are no explicit guidelines in SOX for establishing carbon inventories or demonstrating protection and responsible use of natural resources, it is the intent of SOX to establish a basis for evaluating the company's performance of its fiduciary responsibilities. The inclusion of Eco Responsibility in Sun's compliance reporting is a proactive step toward addressing the increasing concern that *irresponsible* use of natural resources and neglect of environmental concerns is detrimental to the future earnings potential of the company. Shareholders of many companies are increasingly associating eco responsibility with fiduciary responsibility."
Indeed, "green" behavior by companies is increasingly expected by shareholders, not to mention customers and employees. Gil Friend brilliantly addressed this topic in a recent appearance at the Commonwealth Club of California. He related lessons he has learned over 37 years of advising companies on how to improve business performance and be ready for an unpredictable future by being environmentally responsible. In his handy new book, The Truth About Green Business, Gil makes the connection in a section called "Future Proofing" (Truth #52):
In 2007, it appeared that Financial Services would lead the transformation. Does it still look that way in 2009? It seems to me that the whole movement has taken on a more grass roots character, wherein social networks, and watchdog groups, armed with sophisticated tools on the Internet, are really the source of most awareness building. Fodder for a future post.
"... In the question concerning which employees or groups help Sun comply with Sarbanes-Oxley, I'm sure ... Sun's Eco Responsibility team is very vital to Sun but I fail to see how it relates to Sarbanes-Oxley."Eco Responsibility is a core platform for innovation within Sun. The test question being challenged was designed to assess how well employees understood the depth and importance of this platform. This frustrated employee's repsonse represents a common misunderstanding of the relevance of environmental responsibility to fiduciary responsibility. I tried to clear the air with a reply in the forum...
Indeed, "green" behavior by companies is increasingly expected by shareholders, not to mention customers and employees. Gil Friend brilliantly addressed this topic in a recent appearance at the Commonwealth Club of California. He related lessons he has learned over 37 years of advising companies on how to improve business performance and be ready for an unpredictable future by being environmentally responsible. In his handy new book, The Truth About Green Business, Gil makes the connection in a section called "Future Proofing" (Truth #52):
"When your company is not in tune with the laws of nature (for example, if it depends on toxic materials, uses lots of nonrenewable resources, or still creates "waste"), you're at risk with regualtors, competitors, customers, and simply the resources you need to operate. Operate in tune with the laws of nature, and the risks diminish. You'll be well ahead of changing regulatory expectations, while your competitors are stuck playing catch-up.
"As industry moves toward sustainability in a carbon-constrained world, you need to be ready to adapt to changes in carbon regulation and natural resources. To do that, you need strategies that work in multiple scenarios (See Truth 51, "Scenario Planning"), because you'll never know which future will uinfold - and you need to be ready to continually rethink and adapt those strategies further."It is clear that the frustrated employee's understanding of this connection is the norm, not the exception. But when employer's expect employees to recognize the connection, as Sun does, the awareness that Eco Responsibility is fiduciary responsibility will cease to be an exception.
In 2007, it appeared that Financial Services would lead the transformation. Does it still look that way in 2009? It seems to me that the whole movement has taken on a more grass roots character, wherein social networks, and watchdog groups, armed with sophisticated tools on the Internet, are really the source of most awareness building. Fodder for a future post.
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