With global warming, sustainability and ecology high on the world agendas, it’s little wonder that green credentials are increasingly becoming a feature of organisations’ brand values. I was delivering a training course just last week and as part of the session I was getting the delegates to clarify their corporate proposations. Out of eight companies, six included a ‘green’ dimension in their explanation.
While it really heartened me to find this close to the top of the agendas of at least these medium sized companies, it led me to question whether environmental responsibility can be considered a differentiator any more? Increasingly (and thankfully) it may now be becoming a critical success factor – something every business must get right.