Earthenterprise Tool Kit - International Institute for Sustainable ...

EarthEnterprise Tool Kit
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what they do in lay terms. If this is the case at your company, well-informed
marketing or communications staff should do the public speaking and answer
media calls.
If your company is new to the community, has just developed a great
production process to solve an environmental problem, or is the victim of
damaging rumours,an open house can help raise awareness,build support,and
quell fears. Community groups often want to feel pride in local companies, but
you have to give them something to feel proud about.
When Anita Roddick, founder of The Body Shop, opened new Canadian
headquarters in October 1993, she invited many guests and explained why the
building was the most environmentally sound structure in Toronto. Favourable
press, of any type, can boost sales and engender customer loyalty.
Bad press is bad business. Avoid it with readily available, credible information
on your successes, failures, and routine activities.
A Commitment to Community Development Efforts
Although many companies still measure their contribution to the community
by the size of the cheque they write to local charities, a growing number are
engaged in more active community development work.
At Tom’s of Maine, employees are paid for contributing as many as five hours a
week to community pro j e c t s . To assist Kennebunk establish a re cy c l i n g
program, Tom’s purchased recycling bins for every household in town.
Employees at 900 Body Shops around the world are encouraged to devote one
paid day a month to community education and development efforts.Body Shop
s t o res routinely donate valuable display space to local env i ro n m e n t a l ,
community development, and get-out-the-vote drives. Anita Roddick knows
that environmentally savvy and informed customers will want to be her clients.
Patagonia, an outdoor equipment and clothing supplier, gives 10 per cent of its
profits to grassroots environmental groups. More than 350 organizations have
benefitted from grants, ranging from a few hundred dollars to $20,000. The
company gives away more money than it spends on advertising. And it started
giving the money away four years before mentioning it in the sales catalogue.
Patagonia has also published a manual to teach environmental groups how to
work with the media.
As more female entrepreneurs achieve market success, day care centres,
educational facilities, and organizations assisting battered women are starting
to receive more corporate donations.
ADOPTING NEW BUSINESS PRACTICES AND RELATIONSHIPS
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