Recently I was meeting with a large corporation here in Milwaukee. In the course of discussing how HY-brid could help them take their environmental message to their numerous audiences, it became clear they have a bigger issue than just ensuring the message gets out.

Much like we have seen with other HY-brid clients, this organization has a large number of people in the field who at any time, could be thrust into the role of corporate environmental spokesperson. A scary thing to consider, especially in light of the fact this company has an international presence. As we talked, we fleshed out just how much of a problem not having a universal green message could be. We also discussed how, even if there were a universal message, it would be properly disseminated.

So how does an organization control its environmental message? How too does it ensure that message is laddering up to the overall corporate objectives and messaging? Not always easy, but it can be done. One environmental messaging platform is achievable, no matter the voice from which it comes.

Think about it this way- an internal communications/marketing team is like a sponge gathering up all information pertinent to a company’s environmental stance. As simple examples these might include process and product tidbits, sustainability reporting, community involvement projects, etc. Once gathered, it’s the role of that internal communications team (and their agency of course) to filter it and make it easy to understand based on the audience(s) to which it’s directed. At HY-brid we call this an EcoMap^sm. It’s a process we guide clients through and it results in that singular message, no matter who is in front of the camera- so to speak.

The EcoMap is just a start. Internal teams and the agencies they work with need to put the tactical elements that fall out of the mapping process into action. This can take weeks, months, and in the case of large businesses like the one I met with, it can sometimes take years. These elements are not simply speaking points but more so act as the mouthpiece of the organization and its environmental stance. Things like CSRs, web sites, and social marketing as examples help guide the company in the right green direction while those speaking (all of them) on its behalf put the green message to the masses.

Do you have your messages written and are your spokespersons all talking about it the same? These are questions you should be asking yourself and ones that we would like to help you answer and eventually communicate to your audiences. Questions on what your next steps are in navigating this issue? Let us know, it’s why we’re here.

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Yes, with a capital Y. A recent report from Johnson Controls in which more than 1,400 CEO’s, GM’s and VP’s were surveyed suggests a trend in energy efficiency that only a downturn in the economy could drive. The 2009 Energy Efficiency Indicator Report reveals a clear line between interest in green and action being taken.

The reason for the distinction? Capital, or lack thereof. Of those surveyed in 2009, 46 percent indicated they expected to make efficiency improvements financed with capital expenditures. Admittedly, this is a nice number—until you compare it to last year’s 56 percent who said they would make the improvements. In addition, the number one barrier (42 percent of respondents) to energy efficiency measures being implemented is limited capital availability. The 10 percent drop, coupled with the fact the report even had to introduce the barrier statistic (it wasn’t in 2008’s) shows just how much the economic situation has worked against the push toward environmental responsibility and stewardship.

There is no doubt that business leaders need to do what they can to keep people employed. The fact that green initiatives are taking a back seat is totally understandable, but they should not be cast aside for good. Corporate America seems to agree–according to the study, 45 percent of those surveyed still see building efficiency projects as their top carbon reduction strategy. So we know the want for getting these measures in place is there. The hope of course is that the economy turns around and the number of projects implemented increases with it.

So what side of this issue are you on? It’s a question you should be asking yourself and one that we would like to help you answer and eventually communicate to your audiences. Questions on what your next steps are in navigating this issue? Let us know, it’s why we’re here.

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Milwaukee’s Journal Sentinel recently ran a story about HY-brid and how we addressed the issue of Greenwashing “head on.”  But what is greenwashing?  Here’s how we define it:

It’s a problem many customers are facing—from the consumer goods aisles at the big boxes to the purchasing agents for large industrial facilities—green messages are everywhere.  And it is becoming increasingly difficult to distinguish fact from fiction.  It’s not news to those of us in the marketing arena, nor is it earth shattering to those of us tweeting, living and practicing green.  But unfortunately we do not the masses make.  So, how does HY-brid help consumers understand how to disseminate between companies that are truly environmental stewards from those who just have cool messages that make their products sound green?

An interesting issue and one we have walked a number of our clients through.  We first look at a business and ascertain what they have done and are doing to increase their opportunities to deliver real green messages.  Do they practice green in their manufacturing?  Has the organization embraced environmental practices as part of the company mission?  Are their products as environmentally friendly as they can be?  These are the simplest of the questions HY-brid asks, but you get the idea.  The answers we get help us determine if our clients have a holistic green message to deliver.  In some cases we counsel on what they could do to get an environmental position started. 

In the end, it’s a safe bet that not all green messages are true, and this is really just a snapshot of what HY-brid can do to help you help your customers understand where you land in the greenscape. 

We would like to help you get to your environmental place in the world.  Questions about how to develop a green message, or how not to greenwash?  Let us know — it’s why we’re here.  

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Recently I was having a conversation with a co-worker about how businesses need to take a hard look at their bottom line now more than ever. Mix in the fact that they’re feeling pressure both from customers and the federal government to define their stance on the environment, and you have a recipe for some corporate confusion. So how do company leaders better the bottom line while defining a green platform? I’ll get to my thoughts on that shortly.

As my co-worker and I talked we decided the position a business takes on the environment can be sorted into two “eco” buckets. The “eco”nomics of doing business and the “eco”system in which a business operates. Both loom large in all industries and both “ecos” are facing uphill battles that can be positively affected by what businesses do—if the right things are done.

So…back to what a business can do to address both the economy and the ecosystem. We counsel our clients that spending a little now can save a lot in the future. That’s easier said than done for some businesses these days but there are levels of investment a company can make—some merely an investment in time—turning off lights in empty rooms, ensuring industrial equipment is properly maintained for examples. Other things cost some money upfront but pay off in the long run. Either path you choose, you can get started here.

One thing we often discuss with the companies we help market is having an energy audit done on facilities. The result provides business owners practical ways to implement energy strategies. And like I mentioned, though investing in efficiency and renewable technologies may cost a little bit on the upfront there are federal and some state incentives to help offset costs. Eventually, these technologies pay for themselves—sometimes in as little as two years. That makes long-term economic and of course ecosystem sense. Keep in mind, these are basic starting blocks for addressing the two ecos, but you have to start somewhere.

Once you’ve made your way through an energy audit—and hopefully some of the recommended improvements—you’ll need to let your end customers know about the commitment you’ve made to the environment. HY-brid is designed to help you bring that message to all of your audiences and we’d like to be your partner. Questions on what to do next? Let us know; it’s why were here.

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According to the site ecolabelling.org there are more than 300 labels a company can apply in order to certify its products or services “green”. Wow. As you read more from me, you’ll get an understanding of my desire to have a more universal labeling approach, so, as you may have guessed, this issue is a big issue for me.

Collectively, we have millions of products and/or services we ask our end customers to buy. We assure them the highest quality standards have been adhered to; we even strive for our industry’s seal(s) of approval.

But wait a minute, just when everything seemed in its rightful place, along comes green. What are we to do with the seemingly endless amount of green labels being created every day? What do they even mean, and how do you figure out which is the best one for you? For your customer? Seems there could be as many questions as there are labels.

Any way, while others debate who should determine the aforementioned “umbrella green” label, you should keep yourself ahead of things. Put your best green, carbon-reducing-foot forward and communicate your stance on the environment- assuming you have one, and you should have one by now. That way, it won’t matter the definition of green or the end result of the label issue, you will have your product/service offering up to snuff. And oh, by the way, you will also be keeping your bottom line in check. Not a bad result of greening up your business.

We have links to our thoughts on the best of the current labels in our “sites we love” section. Questions on what you should do to prepare your green message, or how to strive for your industry’s label? Let us know, it’s one of the reasons we’re here.

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Welcome to HY-brid, Hoffman York’s new division dedicated to helping our clients launch their environmental and sustainability messaging. As an agency, we have been working with clients in the energy efficiency and sustainability marketing realm for nearly 10 years, but the concept of HY-brid started (in name at least) a few years back as we were helping some of our customers understand a few things about what they were doing as it pertained to “green” efforts in their offices and facilities.

What came of the work we did with those clients is what this website is all about. 


HY-bridgreen.com is an open means of communication, an information exchange about what we are doing to help our customers figure out what they are doing that is green, what they could be doing and ultimately how to communicate that to all levels of their end customers. It is also a way for you to tell us what you are doing that is green, what you would like to do and ultimately, a way to figure out if we need to work together to help you communicate your green message to your end customers.

That’s what we’re here for really — to guide our clients through the state of green and how it affects their business. Speaking of the state of green, I recently attended the State of Green Business Conference in San Francisco (Feb. 2, 2009). I heard a lot about what companies are doing to be green, a lot too was discussed about the way businesses would be working hard in 2009 to better their environmental impact (carbon footprint). One glaring miss though, from all that was discussed, was how these businesses were going to share what they had been doing or planned to do with the end customer. How you communicate what you are doing to better the environment—global and local, both in product and in process is an essential part of any marketing communications effort. At this point, even in this economy, it has to be.

To find out more about HY-brid, navigate the space you are in right now. See how we can help you figure out what your state of green is. We hope to work with you soon, and we hope to see you back here often. Have a question or comment? I encourage you to let us know what you think.

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