This document discusses the evolution of corporate sustainability and greening efforts over time. It outlines the shift from Corporate Greening 1.0 in the 1960s-1990s to Corporate Greening 2.0, driven by factors like climate change policy, activist pressure, and new business opportunities in clean energy. It emphasizes that corporate communicators need to understand trends, engage stakeholders, provide transparency and accountability, and position their company for success in the new sustainable economy.

1. Corporate Greening 2.0 E. Bruce Harrison EnviroComm International

2. “ I’m in PR.” What do you do ?

4. Who are the stakeholders? What do they need to know? Therefore, what do I do?

5. “ I’m in PR.” What do you do ?

6. I help to create stakeholders in the success of my organization

7. Company success depends on stakeholder permission

8. A definition of PR The management process of creating stakeholders in the success of the organization .

10. I am Bruce Harrison My topic today is… Creating and communicating corporate climate change and sustainability strategies

11. CORPORATE GREENING What’s happened? When and how did it change? What’s likely to happen? Who are the stakeholders ? What do they need from communicators? What do we need to know? What do public relations people do ?

12. As the chief communicator, what value can you bring?

13. "If you don't have a seat at the table, you'll wind up on the menu.“ - Jim Rogers, CEO, Duke Energy

14. “ What you want to do is anticipate trends…and position the company optimally within that context… Understand the trend and say how can I turn a challenge into an opportunity?” Peter Darbee PG&E, 2007

15. SAMPEG

21. 1971

22. 1973

23. 1971

25. 1987

26. 1992

27. Implications of Corporate Greening 1.0 1960s – 1990s

28. 1. Sustainable development as an accepted international relations theory 2. Climate change as a global political theory 3. Corporate sustainability as a global business practice

29. Key sociopolitical Implications Backpackers as activists Scientists as originators US politicians as policy leaders

30. Corporate Greening 2.0

31. Forward Factors Engaging Corporate Communications Approval of cap and trade Application of state-led CO2 air rules Transparency of business data More sophisticated score keeping Highly active carbon trading market Well funded carbon-constraint R&D Well funded public interest campaigns

32. Crystallizing event

33. Who needs Washington’s leadership? 2006

34. ‘ Congress is now taking climate change fairly seriously’ 2007

35. CO2 can be considered a pollutant 2007

36. Gas pump crisis

37. Katrina Gore Governors Congress Supreme Court Fuel prices ‘ GREEN’ BECOMES THE COMEBACK KID

38. Revival of green activism

39. “… It is time for civil disobedience to prevent the construction of new coal plants that do not have carbon capture and sequestration.”

40. March 2, 2009

42. BUSINESS INVESTOR ACTIVISM

44. Arrival of the Green team

45. Energy and Climate Change

46. CARROTS -Renewable energy -electric power lines -Nuclear waste cleanup -Digitized (smart) power grid -Advanced vehicles -National park improvements -Mass transit -Industrial site cleanup -Wind projects -Home conservation

48. STICKS

49. Carbon reduction Clean energy economy Permit auctions Trade protection

50. IMPLICATIONS OF THE NEW GREEN ERA Links green action, energy and climate change Introduces carbonomics to the corporate strategy table Touches off innovation, encouraged by government Supplants the dynamics of CSR with those of corporate sustainability

51. Corporate communication moves toward corporate sustainability

52. “ Green is green” Jeff Immelt GE, 2005

53. US CLIMATE ACTION PARTNERSHIP "We are committed to a pathway that will slow, stop and reverse the growth of U.S. emissions."

54. Business for Innovative Climate & Energy Policy (BICEP) is lobbying Congress for tough standards on emissions, renewable energy and energy efficiency. “… How the lack of certainty about emissions regulation is affecting Nike's operations …” How BICEP differs from other business coalitions advocating cap and trade. Sarah Severn, Nike director of corporate sustainability March 13, 2009

55. “ What you want to do is anticipate trends…and position the company optimally within that context… Understand the trend and say how can I turn a challenge into an opportunity ?” Peter Darbee PG&E, 2007

56. ‘ I NEVER PREDICT. I JUST LOOK OUT THE WINDOW AND SEE WHAT’S VISIBLE-- BUT NOT YET SEEN’

57. As corporate communicator, what value do you bring?

58. Information Confidence Trust Permission

59. Sustainability communication Business case Take it upstairs Internal Stakeholders Collaboration Transparency Feedback, two-way

61. What do PR people do? Diogenes lamp holder

62. Communications Guide Formula Corporate Sustainability CS= E+S+P T

68. Truth Proof Accountability Transparency Collaboration

70. January 23, 2009

72. U.S. Debt Compared With Gross Domestic Product, 1925-2008

74. CEO confidence

75. “ While tackling the economic crisis , Obama is asking Congress to: cut subsidies for big farms; combat global warming with a pollution tax on industries; raise taxes on the wealthy; make big changes to health care, including lower reimbursements for Medicare and Medicaid treatments and prescription drugs.”

76. “ We need to have a reflationary package, which lays the foundation for future growth. And if we look into the future, it’s actually quite exciting. Because what we see is the biggest technological opportunity that we’ve had for a very long time: as big as the railways, as big as electricity, as big as the motorcar, and, most recently, information technology. It’s the opportunity to go for low-carbon growth. “ Nicholas Stern, March 2009

77. How does Obama create stakeholders? How do the Obama stakeholders create their stakeholders? What’s the COMMUNICATIONS role?

78. Why is the medical lobby enthusiastically working to support the President’s health care proposals?

79. "Obama's opening gambit to dramatically expand the health care system has attracted surprising notes of support from insurers, hospitals and other players in the powerful medical lobby… The lure for the industry is the prospect of tens of millions of new customers : If Obama succeeds in fulfilling his pledge to cover many more Americans, those newly insured people will get checkups, purchase medicine, undergo physical therapy and get surgeries they cannot afford today.“ – Dan Eggen, Ceci Connolly, Washington Post, March 2009

80. What do PR people DO?

81. What do PR people do? create stakeholders

82. What do PR people do? stakeholder stalker

83. What do PR people do? deal maker

84. Jittery public, Twittery pundits… Will anyone give CONFIDENCE a chance?

85. What do they have in common? Optisolar Ausra Heliovolt SunPower SolarCraft Clipper Windpower LM Glasbiber DMI NextEra T. Boone Pickens

89. Most Trusted Companies

90. Most Trusted Companies

91. Creating stakeholders in government success " We are asking the American people to trust their government with an unprecedented level of funding to address the economic emergency. In return, we must prove to them that their dollars are being invested in initiatives and strategies that make a difference in their communities and across the country. Following through on our commitments for accountability and openness will create a foundation upon which we can build…" President Obama memo to Federal Agencies, February 9, 2009, on the new website, recovery.gov

92. Do you agree? The most powerful item Obama is selling is his brand, and for now it’s tied up in perceptions of how he achieves things almost as much as what he actually achieves.

96. Energy Industry Says the Future Looks Bright Green Inc. survey on November 5, 2008 Bank Crisis Deflates Big Hopes in Energy Renewable New York Times story on February 4, 2009

97. “ Many of our nation's leading environmental groups are making sure human economic well-being is integrated into their work. Some of the largest companies (and smallest) in the United States are boldly pushing for climate change legislation because they see that their economic well-being could be fatally compromised by a ‘hot, flat, and crowded’ planet.”

98. What are the two basic emotions that drive your company’s stakeholders?

99. Fear Greed

100. LUD

101. Fear Love

102. Lower the fears Build the love Create confidence Therefore: Earn PERMISSION

103. The C-suite question is: do we get it? And, if so, what do we do about it? ‘ It’ is how fundamentally American economic, social and political conditions have changed. An economic bubble has burst Social expectations have increased Politics have shifted to the left What should these fundamental changes mean to our company, our sustainability strategies, our communications?

104. Corporate Sustainability Understand the fundamentals Economic (financial), social, political accountability Carbon constraint and carbon economics Highly competitive, uncommonly changed business conditions Uneasy stakeholders who permit your success Build a common sustainable cause among C-officers (CEO, CFO, CRO, CCO, Government Relations…) Make transparency and accountability a corporate habit Engage stakeholders , learn what they need, and deliver Beat the competition Localize your engagement, centralize your message Make plants, sales offices, communities your front line Gather the data, the stories, the evidence and put it together for maximum impact as total-company communications, starting with climate risk and carbon disclosure reporting Activate your intranet and Internet

105. THEY GET IT Plug-in electric car goes on sale first in Washington, DC and San Francisco Social… Economic… Political… Chevy Volt 2009

106. How can you talk about climate change in this economy? “ Obama can effectively tie conservation, efficiency and renewable energy to jobs, sustainable growth and national security .” Riley Dunlap, Oklahoma State sociologist, quoted in article by Andrew Revkin, NYTimes 1/23/09

107. Carbon capture

108. Corporate Communication Fundamentals Make it clear Make it timely Make it relevant Make it reciprocal Make it stick

109. Making the climate message stick Carol Browner, White House “ Taking action now…will drive the creation of a clean energy economy, in which we exchange carbon-dependency for greater energy independence and new clean energy jobs . ” Dave Hawkins, NRDC "I think that politicians and the average person are going to sit up and take notice and listen to [President Obama] when he explains, as he did very clearly [on Jan. 26], the linkage between climate, energy security and the economy ."

110. ‘ CLIMATE CHANGE’ ‘ GREEN ENERGY’ ‘ CARBON POLLUTION’

115. Create stakeholders in your success

116. Ideas of the book Corporate greening has changed to embrace energy issues Major factors in the change

117. Competition insights Stakeholder social capital Political climate Carbonomics factors GHG disclosure Collaboration options

118. Crystallizing event