Why sustainability is not “good”

A couple of years ago, I saw Jeffrey Hollender speak at a Vermont Businesses for Social Responsibility (VBSR) conference.  Jeffrey was a co-founder (along with a guy named Alan Newman, who went on to create another Vermont brand, Magic Hat) of Seventh Generation, a company that makes “environmentally friendly” cleaning products and is a leader in the corporate social responsibility movement.  Imagine an auditorium filled with a couple of hundred business people bent on being more socially responsible, and Jeffrey comes out with this: that he didn’t consider 7thG’s products to be good. Because there’s a big difference between “less bad” and “good”. He said that, “as much as I like Seventh Generation products–and I think they’re great–they are only ‘less bad’. All of our products create CO2 emissions, they create garbage, and they use natural resources. They’re better than our competitors, but they’re not good.”

He went on to say that it’s not enough to try to reduce the amount of damage we’re doing to the world—we need to renew and repair the damage that’s already been done, and to work towards positive change.  I figure that if we’re all headed for hell in a handbasket (although personally I’ve never actually ridden in a handbasket), the only thing “less bad” will accomplish is to slow down the ride a little bit.

Physicians taking the Hippocratic Oath agree “to do no harm.” Green hotels reduce their negative environmental impact by conserving energy, composting and reusing sheets and towels. Seventh Generation works hard to formulate products with far less undesirable chemical byproducts. And while producing special events may seem a whole lot different than manufacturing laundry detergent or treating patients, Jeff’s point about going from “less bad” to “good” still applies.

Don’t get me wrong; sustainable measures aren’t just good–they’re a great idea.  It’s fairly common practice to incorporate at least some sustainable practices into events these days and that’s definitely moving in the right direction, but we can do better than that. There are many opportunities to use The Power of Events to leave the world a little better place than before—and that’s good!

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6 Event Power Tools for building positive change

What’s in your toolbox when you’re planning or executing an event?  It doesn’t matter what kind of event—it could be a conference, music festival, product launch, sporting event, trade show, or celebration.  As the builder of the event, you’ve got valuable resources at your disposal that can be used as effective tools for enhancing the overall impact of your event.  I call these Power Tools because, well, they give you the power to make a far bigger difference than what you could ever hope to accomplish on your own.  Here is a set of six power tools you have available for your use in the process of planning and executing any event:

PLACE – the site you select can have a significant effect on the surrounding area.  After Katrina, many planners considered holding events in New Orleans as a way to bring more economic activity back to the city.  Far-away destinations have become less attractive because of the significant carbon footprint from participants traveling to get there.  And wherever an event is held, there are people or organizations nearby that could be offered assistance or support. 

PEOPLE – events bring together LOTS of people: participants, volunteer or paid staff, vendors and service providers, exhibitors, sponsors, performers…and each one of them has the potential to contribute.  Within each of these groups, you will find people with specific experience and expertise that can be shared: helping to build something, teach or advise, or solve problems.  Your board of directors, hotel or food & beverage staff, contractors—they can all be invited to channel their talents and ideas to assist a disadvantaged population or provide a benefit to the community in some way.  You’re bringing them together; now make the most of it!

PROGRAM  – as you design the entire experience for participants, weave in opportunities to educate, inspire to action, or create a physical change that leaves a site or organization in a better place. Connect a cause with an audience by giving them the stage for at least a few minutes or, better yet, involving them in an interactive activity.  And while you’re at it, offer all participants the opportunity to contribute time, money or ideas to a cause during the course of the event.

PRACTICES – certainly group events are excellent opportunities to model and employ sustainable business practices.  Mandate recycling, composting, bulk water stations, printing stations…all measures that will reduce your lasting footprint.  Buy local.  Offer healthy menu selections.  Wherever it makes sense, convert printed materials to electronic. Specify your expectations in your RFPs to influence venues, vendors and service providers to meet your standards.  If they want your business, they will deliver.  Want some great practical examples? Check out this MPI Sustainability Report.

POSSESSIONS – this one is about “stuff”, and events have lots of it! It’s just a matter of getting things organized.   The traditional fundraising approach would be to simply make a direct contribution of a portion of revenues from the event.  If you’re a vendor or exhibitor, you might consider donating a percentage of your sales: that benefits the company by promoting sales and also the consumers, who get to contribute to a cause “for free”.  Venues and service providers can donate space or services at no or discounted charge.  Targeted populations can be granted free or reduced-price admission.   Participants can be encouraged to donate money or unused possessions (discarded cell phones, used clothing) to the cause. 

PROMOTION – most events employ a number of promotional messages during the process of building attendance and communicating information people will need in order to participate.  In your messages, provide causes or non-profit organizations with the same kind of exposure that you would for any paid sponsor.  Whether it’s media ads, printed programs, social media campaigns, radio interviews, whatever…each message offers you the opportunity to work towards positive change by increasing awareness and concern for social causes, supporting behavior change campaigns, or inspiring others to action. And while you’re doing this, you’ll be making people feel even better about your event and the people behind it.

Of course, you always need to keep your focus on accomplishing the original objectives for each of the stakeholders, or the event won’t be a success.  But skillfully used, these power tools can get big jobs done.  How have you seen these tools used to build positive change through events?  And do you have any others in your own toolbox?

If it feels good, do it!

The other day, my friend Steve Densham told me something that really stuck with me. He said that when you break it down, us humans are only motivated by two things: avoiding pain and seeking pleasure. In other words, on some level everything we do is either to avoid getting hurt or to make us feel good.  If you start there and look deep enough, you can explain just about any behavior.  So when it comes to changing the way people think or behave, this becomes pretty darn important. 

It’s human nature to attach ourselves to people, organizations and experiences that make us feel good.  We enjoy doing work or play that makes us feel good.  We prefer to do business with people and companies we respect and feel good about.  We like working for organizations we can feel proud of.  More and more, people are investing in companies that feel good to support.  We tend to spend our free time with friends and lovers who make us feel good.  And if at some point it starts to not feel good anymore, we tend to drift away.  Find another job…try a different restaurant or bar…switch girlfriends or boyfriends.  Simple stuff, really.  So if you want people to buy into something you’re doing–whether it’s selling them a product or experience, recruiting them to a cause, attracting them to apply for a job with you, whatever–you need to make them feel good about it.  If you do, they’ll want to join up. 

This becomes really important when you’re putting together an event.  Because however you measure it, one of the benchmarks for the success of any event is whether people feel like it was a worthwhile way to spend their time or money when it’s over, whether they were attending or hosting or performing or sponsoring.  Any time you can incorporate a greater objective into your planning process and ultimately into the event experience, you are adding value for all of the participants and, very often, the community as well.  And that’s likely to make them feel good.What have you done or seen that made you feel really good about an event you’ve participated in or helped produce, or just heard about?  What are some really good examples of events that have drawn people into something bigger than just the immediate agenda?