Integrity In A Green Washed World

Picture of Green Planet with Recycle Symbols in Business hand

Some years ago there was a big article in the paper around the green taxis in Wellington who gave the impression that they were environmentally friendly and yet when it was checked out, they were not. There is such a big expectation upon businesses to be environmentally friendly. The social pressures through social media, public interest groups and the news create a growing necessity for businesses to comply. One only needs to look at the impact Greta Thunberg has had by sitting outside the Swedish Parliament demanding change on climate laws and how this been picked up and emulated around the world. Closer to home, we have seen the ban on plastic bags and the growing demand for the removal of all plastic or at the very least an end-to-end solution.

With the public demand for companies to be environmentally and socially responsible, it is very easy to see why so many jump on the bandwagon to capture the ground-swell of people who make their purchasing decisions based on the demonstration of this responsibility. And yet so often we are finding that businesses are taking shortcuts - one only needs to look at the BMW, Volkswagen and Daimler scandal for an example.

If a business is to have integrity and demonstrate this, then any environmental initiative they undertake must be transparent and up for scrutiny because it is inevitable that the public can and will scrutinize it. You do not want to be found lacking. Integrity means testing, trialing and retesting until you get it right and then, and only then, do you go and announce it to the public and show what you are doing and get their buy in and their support and from a business sense, their loyalty and their referrals, testimonials and their business.

Being socially and environmentally friendly and responsible involves a lot more than just talking about it and stating it on social media and then your marketing material. A word to the wise, or at the very least to those who will listen, ensure that you have tested and proven your offering so that when the furnace of public scrutiny comes upon you , you will not be found wanting.

Integrity is about doing what you say you will do. If you are going to claim that you are environmentally and socially responsible then ensure that your actions backup your words. The public is very unforgiving when companies fail to walk the talk and the time it takes to recover from such a faux-pas is much better spent just doing it right the first time.

Here's to your success!