Riding the wave to green certification

Consumers have a conscience

So what's the big deal? Why are so many companies scrambling to get their products and facilities green certified? The answer is simple: it makes cold hard business sense. Going green also adds credibility with customers. Customers are likely to spend billions of rands in the next five years on products and services, but will refrain from buying anything that harms the environment where there is a reasonable clean alternative available. Furthermore, these consumers have a conscience; they don't want to do business with a company that is not considered socially responsible.

This is one reason why the emerging green economy has already spurred the development of a host of eco-friendly products, such as electric cars, alternative energy sources, cellphones, computers, recyclable glass (not plastic) products, carpets, furniture, buildings, and even clothing.

A precarious path to follow

But going green and earning a green certification from a reputable third-party organisation are two entirely different strategies. The first is a marketing tactic that companies are using to position themselves as eco-friendly. While this strategy might sell more widgets in the short term, it is a precarious path to follow if the company cannot prove that its products or services are, in fact, truly green. Consumers are more sophisticated, and they know the difference between an eco-friendly brand versus one that simply claims to be green.

As leaders search for a comprehensive strategy that goes beyond marketing tactics and positions their companies as real players in the green economy, they will have to include key factors such as conserving energy, saving water, reducing greenhouse gas emissions, shrinking carbon footprints, reducing waste, being more socially responsible, improving employee morale, and participating in causes that a new generation of consumers support.

Eco policies and eco-friendly programmes

Environmental managers and corporate social responsibility managers will play a significant role over the next 10 years in helping companies set eco policies and design eco-friendly programmes. They will also be a valued member of the corporate team that melds environmental programmes and green practices into the marketing message and product launches. Compliance with the new energy standards, such as ISO 50001, is becoming essential to prove this credibility.

This brings us to getting your product or company green certified. It's the prudent path because it offers your company a significant return on investment (ROI), as demonstrated by companies in Europe and Asia that have already made the investment and now are reaping the benefits.

Not for the faint-hearted

Of course, earning a reputable green certification is hard work. To certify a specific product requires that it passes a series of tests and meets certain environmental and industry standards. But earning a green certification for your company, facility, or agency requires a top-down commitment from leadership as well as a company-wide initiative that addresses such key factors as environmental leadership, awareness, compliance, improvements as well as corporate social responsibility and financial results. Frankly, obtaining green certification is not for the faint-hearted, but earning green certification will set your company apart from competitors and endear you to a new generation of wealthy consumers.

What does it take?

So, what does it take for a company to get green certified? Firstly, senior leadership must make a commitment to go green. This requires not only changing the way you do business, but also a philosophical shift - respecting and accepting your company's role as a steward in protecting and preserving our environment and natural resources. Several companies have successfully demonstrated how to complete this transformation while generating a healthy ROI. Ultimately, you'll race ahead of your competitors and be well positioned to capture a new generation of consumers who want to do business with you, while you demonstrate that you are getting the return in terms of real savings.

Second, study and compare the criteria of several green certification programmes before you make a decision to apply. Lean toward non-profit, independent third-party certification programmes (such as ISO 50001) because they have a social benefit purpose and are not profit driven. Make sure the certification programme that you select challenges your employees to raise the bar and that the criteria effectively measures how well you've deployed your environmental programmes and policies. Also, make sure you will receive a site visit from a team of trained auditors - assuming your preliminary score merits a site visit.

Complete confidence

Be assured that the contents of your application will be held in complete confidence. A respected certification programme will sign a confidentiality agreement to this effect. Finally, insist on a comprehensive feedback report from the certifying body. The feedback report should be prepared by the auditors and should address your strengths as well as opportunities for improvement based on your application content and site visit. A well-written feedback report often can serve both as your environmental road map for continuous improvement and as a viable marketing tool to help your company boost sales and position itself with new customers.

Catching the Green Wave isn't easy. However, for those companies that make the commitment and become certified, it can pay a handsome ROI in terms of recognition, product innovations, profitability, boosting employee morale and repositioning your products and services for the next generation of customers.