How do you engage employees in the climate change debate? Around 30 internal communications and CR professionals from FTSE100 companies and professional service firms came together to share best practice at a breakfast forum hosted by salterbaxter. Olivia Sprinkel reports.
So climate change is the issue that everyone’s talking about. But what are you, as communicators, actually going to do about it? How are you going to engage employees? And what are the obstacles that might get in your way?
The discussion highlighted a number of key challenges and responses, the first of which was leadership and ‘walking the talk’. The argument was raised that unless the climate change strategy has been initiated by senior managers, it can be difficult to get them to really lead on the issue.
In addition, it is seriously demotivating if senior management is not seen to be practicing what is being preached to the rest of the company.
The response was overwhelming. The business case for acting on climate change is there – regulatory, financial, societal, brand and environmental. In some instances, pressure from employees and consumers has forced the issue. Some chief execs already get it.
In a McKinsey quarterly survey of chief executives in December 2007, 61 per cent expected issues associated with climate change to boost profits – with the caveat of ‘if managed well’.
That favourite phrase – ‘it’s a marathon, not a sprint’ – also made an appearance. When you have carbon emission targets of reductions by 2020 or 2050, it certainly seems a long way off when you have more pressing deadlines and targets. Clearly, it is a business imperative to have long-term
targets. But how do you make them relevant to people?
Again, the forum members were clear. Engagement and communication activities need to show what the individual can do and to break down the long-term target into milestones – and celebrate successes along the way. Incentives can be useful, as well as initiatives such as a little bit of healthy
competition between sites in terms of energy usage.
But what about perceived apathy?
Around 75 per cent of people are concerned about global warming but are challenged to see how their actions could make a difference, according to research from
The forum believed companies need to give people permission to act – and provide a framework for action.
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