Coming off the sea at the end of Brighton Pier, and
blasting its way through the air conditioning system of the
Horatio Bar, a gale was blowing down the back of my neck.
Despite this, sitting wrapped in my coat as if about to
leave, I listened with great interest to the 'ethical'
businesses who bravely gave their websites up for scrutiny
at the 'Striding Out - Ethical marketing and branding
event' held in Brighton, UK, at the end of February.
It was a great event, but I do have a general gripe about
these kind of sessions. As an entrepreneur, I am frustrated
by the lack of goody bags at these kind of events. Yes, we
get the information and inspiration, but what exactly am I
supposed to DO now? What can I take away that allows me to
put this new found knowledge straight into action?
I believe one thing is to create an ethical sustainability
policy for my business, but what I really want is to walk
away from these kind of events with a template for creating
my own, with links to appropriate help if I need it (even
if that means paying for that help). I was inspired by Sam
Wilson of EcoEvents who has done so much homework in
creating ways for events to be more ethically run, but also
(and just as importantly) defined systems and mechanisms
for measuring the successes and failures, and making the
organisers of the events accountable.
And if businesses want to not just be part of the `Green
Wash', they should be accountable, at least to themselves.
What is the point of me creating a sustainability policy if
my vision is not balanced by my commitment to achieving
deadlines? And buffeted by the realities of every day life,
will I not need to make constant revisions for my ethical
goals to still be attainable?
I spoke recently with Vania Phitidis, an elected member of
the Green Party, who is working with Wealden District
Council on awards for `green' businesses. Vania is keen to
give advice and encouragement. Businesses should not be shy
to make use of their local green MPs to get feedback and
advice.
Getting expert guidance would be even better, but that
costs money, and sometimes I think it is good to make the
first steps on your own, since it is your own passion and
commitment that will lie at the heart of any 'policy', and
that may need some uninhibited development first.
One of the companies at the Brighton event were Green
Rocket (who also trade as Blue Rocket, but their principles
don't change with the colour). Their genuine ethical agenda
is refreshing to see in the marketing industry. They have
created a succession of articles on how to be an ethical
business , and try to set an example for the values they
hold dear. Kim Stoddart, Managing Director and Founder of
Hove based ethical media relations consultancy and social
enterprise, Green Rocket, was concerned about the
environmental impact of her business from day one.
As a community interest company with an authentic
environmental purpose(75% of the company's profits are
reinvested in green initiatives), Kim felt that the company
really had to be green to the core and that meant the first
place to start had to be the office. Prior to launch, an
environmental charter was put in place which was designed
to reduce the environmental impact of the business'
everyday operations. This looked at every area of the
business and just some of the broad range of initiatives
put in place included: recycling everything recyclable,
including paper, cardboard and plastic waste as well as old
computer equipment, mobile phones and furniture. Choosing
suppliers for their green and ethical credentials; such as
Good Energy for electricity, Magpie for recycling, the
Co-Op for banking and Green Your Office for office supplies
and office cleaning. Offices were chosen in a central
location, to make it easier for staff to walk, or get
public transport to work and to travel to client meetings.
Being an 'ethical' business is about more than leaving a
reduced carbon footprint. Green Rocket is a social
enterprise, but what exactly IS a social enterprise, and
how can my business take on some of the same values and
practices?
I asked this question of Martin Murphy, who along with Tom
Howat runs Network 2012, a website dedicated to promoting
the values of social enterprises.
Martin's explanation was as follows: "In a small way we are
working towards a more inclusive society and a fairer
distribution of wealth and that is the driving force behind
Network 2012. Working towards a social goal as well as a
business goal is in my view what makes a social enterprise.
In essence we want a fairer world and see business as the
method of providing that fairer world. In our case an
online networking business.
"At the moment we have people who we describe as social
entrepreneurs out there running social enterprises and
working towards a better world. They are not people who
take the attitude that we'll never make a fairer world it's
too big a job they are people with a can do attitude who
believe we have to start somewhere.
"I admire every single one of them. They are tired of
living in an unfair and out of balance world where we see
daily worldwide inequality, extreme poverty alongside
fantastic wealth and children dying for lack of food, clean
water or medicine and are doing something about it.
"It is the doing something about it through business that
makes a social enterprise and if current trends are
anything to go by in the future we will be much more of a
force to be reckoned with. By all accounts the social
economy is growing 10 times faster than the normal economy.
Being aware of this fact could be the make or break of any
business!"
I agreed wholeheartedly with Martin, but had to admit:
"Martin, I want to develop a more `ethical' business, but
don't know what I can do to `make a difference' right now,
whilst struggling to run my small business. I know that
with making good `profits' will come the opportunity to
reinvest it and do good, but what can I do now while my
business is still growing?"
"I take your point completely. I appreciate that starting
and running a small business is difficult I think there are
definitely things small businesses can do.
"Check out their suppliers for example. Can they use a
business that is a social enterprise/fair trade? Hopefully
one that is competitive. Can they employ someone with
disabilities, a single parent or long term unemployed?
"The overall advantage and this is something that shouldn't
be lost is that in the long run this kind of thinking may
give that company a competitive edge.
"I attended a round table discussion last week with some
representatives from large corporations all talking about
Corporate Social Responsibility and whereas before the job
of leading CSR was one given to someone an employer didn't
really know what to do with now they all have experience in
the marketing arms of their respective companies.
"A lot of it is about brand recognition and appealing to a
consumer who is becoming more conscious about what products
they buy. I also think that in future perhaps the rate of
corporation tax may be lower for companies that do
something for their communities.
"As I've said earlier though Suzy I do think it may be hard
to convince someone struggling to get their business off
the ground that they can do anything but I'm sure with a
bit of thought that they can."
----------------------------------------------------
Useful blogs and articles on ethical business practice are
available at:
http://www.certainshops.com/supportnetwork/index.php/categor
y/supportnetwork/ethical-sustainable-business-practice/
Suzy Miller currently owns her own company
http://www.certainshops.com , an interactive online
directory of vetted professional service providers Suzy
has also created http://www.bloggingforblondes.com
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