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How2Recycle

Why labels are changing the way America does business, and how How2Recycle can help

Reach into the pantry and grab a cereal box. Now flip it over and look on the back, notice anything different?  You will soon. Hold on tight, because the you will soon see a change in the product and package labeling that will be hard to ignore.

In March 2014, the FDA proposed a systematic change in the way nutrient measurements are broken down on the nutrition facts label on consumable food items, and thus how the consumer interprets the healthful value of the product. Proposed changes include disclosing the amount of added sugars, percentage of daily value (%DV) of total sugars, adjustments in serving size, and enlarging the font size of the caloric content.

The FDA’s push to adjust the nutrition fact label on packaged food items has been a two year process, and it finally looks like it is going to happen. The proposal is in its final stage of being approved by the White House Office of Management and Budget. If it passes, this will the first change to the label since its inauguration in 1994.

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Label adjustments aren’t stopping there. On July 1, 2016 Vermont’s mandate on the identification of GMO ingredients in food products goes into effect. This little state is creating large waves as national corporations are beginning to identify which products contain GMOs. Manufacturers and distributors cannot logically or feasibly change their labels for just one state, so large and influential companies like General Mills publicly announced they would be making the transition so the warning label reaches all states.
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These changes in the labeling system will lead to increased transparency between the manufacturer and the consumer, which will ultimately lead to increased awareness of what he or she is consuming. This means the consumer will be able to make a much more educated decision in their purchasing and eating habits. This is exciting because it puts more power back in the choices of the people.
Importantly, these changes have significant and exciting implications for every part of the supply chain. These label changes will require packaging to be refreshed, in order to redesign or reorganize the layout to accommodate this new information.
For this reason, now is a wonderful opportunity for companies in the food and beverage industry to join the How2Recycle program! The How2Recycle label can be easily added to packaging while these nutrition panel and GMO label changes are taking place. The How2Recycle label is another opportunity to reach consumers in a new, transparent, and beneficial way. With the help of the How2Recycle label, consumers will know exactly how to properly dispose of the packaging once it is used.
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These changes are a positive development because consumers appreciate transparency and dislike feeling as though they are left in the dark. A 2014 study found that consumers were consistently more willing to purchase a product if they were told the full story. According to Bhavya Mohan, a Harvard PhD candidate in marketing, “When firms communicate the effort that went into making a good, consumers tend to value the product more.” Communicating accurate recycling instructions to your consumers is another way to build value for your brand, in addition to communicating nutrition information.
The way America does business is changing. Consumers seemingly are developing a greater concern for what they are putting into their bodies and more regard for their lasting mark on the environment. New communication avenues between the manufacturer, distributor, and the consumer, such as How2Recycle, can allow the different stages of the supply chain to generate a market based on trust and increase the likelihood of healthy behaviors that benefit our bodies, our economy, and our environment.
 

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Eliminate Toxicity GreenBlue

Welcome Introduction: Elizabeth Ritch

Elizabeth Ritch circleThis spring, Elizabeth Ritch  joins the GreenBlue team as a project associate focused on the CleanGredients program. Elizabeth comes to GreenBlue from Ramboll Environ. Learn more about Elizabeth in the interview below.

Tell us about your background.

Growing up in southern California, I was surrounded by the contrast between beautiful natural areas and suburbia, which inspired my interest in environmental issues.  I first moved to Charlottesville for college, where I studied the intersections between sustainability, science, and society, and graduated from the University of Virginia in 2010 with a BA in Environmental Thought and Practice and Physics.

After graduating, I worked for five years as an environmental consultant with a primary focus on evaluating environmental issues in the context of mergers and acquisitions.  This gave me a great opportunity to learn about how industrial stakeholders think about environmental risks, compliance, and sustainability.  I am excited to be back in Charlottesville to put that experience to use in the CleanGredients program!

What inspired you to work in the sustainability field?

As modern Americans, we are some of the most privileged people in the history of the planet.  I believe we have an obligation to use our position to ensure that future generations can live as well as or better than we do today, without irreparably damaging the world that sustains us.

What is the one thing you would like people to know that you do in your personal life to further sustainability?

I chose to live near the GreenBlue office in downtown Charlottesville, so I am able to walk to work and leave my car in the garage.

Favorite outdoor activity

Hiking, canoeing, or kayaking!

Happiness is….

Being outside on a beautiful summer day!

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Uncategorized

Compostable packaging label system coming soon

While consumer interest in composting is on the rise, composting is still relatively new to Americans.
Contamination is currently one of the most vexing problems with collection, causing what looks like a trend in compostable foodservice-ware refusal by composters. Composting was a hot topic at SustPack 2016. During the conference, composting was identified as one of the biggest up-and-coming areas of sustainability that brands and manufacturers were interested in exploring.
GreenBlue’s Sustainable Packaging Coalition (SPC) is excited to begin work in this area and to make composting packaging easier for consumers. Our new How2Compost Label is an extension of the highly successful How2Recycle program and the BPI composting certification program. It is an on-package label that lets the public know that their packaging is certified compostable. The label will include the BPI logo, specific qualification language and instructions regarding industrial composting, and will include helpful a helpful website address for further information. Where appropriate, it also includes a statement that the packaging is “not yet recyclable.”
One of the main goals of How2Compost is to help educate those needing to source-separate food scraps and compostable packaging, to help combat this trend. The second goal of How2Compost is to elevate the use and understanding of the BPI logo that denotes certified compostable packaging.
Supporters of the How2Compost Label include Natureworks, Innovia Films, Eco-Products, Tipa, among others.  Companies can become members of How2Compost only, or be members of both How2Recycle and How2Compost. In addition to growing awareness and clarifying which packages are compostable, one additional benefit on How2Compost is its integration with How2Recycle.
For example:

  • In many cases, a compostable package is Not Yet Recyclable, and the label will include that qualifier.
  • In other cases particularly with fiber-based packaging, a package isn’t recyclable if it’s too food-soiled, in which case composting is a better option. A version of the label will address this using the helpful message tab.
  • Some compostable packages come in a recyclable bag or box, and using How2Compost with How2Recycle will make it clear what to do with each component.

How2Compost coming soon
In the March Packaging Digest article “Compostable’ packaging claim doesn’t wow most brand owners the writer  said: “Perhaps the backyard versus commercial compost environment plus the lack of infrastructure for compostable collections on top of the education lag for consumers is relegating compostable packaging to niche markets such as foodservice where food contamination becomes a moot point.”
All of the assertions above are true, which makes it even more imperative that harmonization of labeling, coupled with thoughtful education and outreach, happen before infrastructure becomes widespread. Indeed, we have an opportunity to prevent many of the problems within the current recycling structure from a more collaborative approach.
Composting itself is a unique end-of-use option for packaging because of its multitude of benefits and connection to sustainable agriculture:

  • Compost is a valuable product that enriches soil health, including drainage and aeration.
  • Food scraps breaking down in a landfill cause methane release, contributing to climate change; composting offsets this outcome.
  • Waste diversion extends the life of landfills and avoids long-term disposal costs.

GreenBlue has also formed a working group, the Composting Collaborative, to synergize current efforts as they relate composting as part of food waste reduction, landfill diversion, and soil health.
You will find more information about the How2Recycle Label and related efforts on the how2compost.info website in the coming months. Please contact Anne Bedarf at anne.bedarf@greenblue.org for more information or to get involved.
 

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Uncategorized

Food Waste – Waste Not, Want Not

There were several sessions of the 2016 SustPack conference with intersecting conversations about biopolymers, food waste, compostable packaging, and the challenges of creating infrastructure for composting and anaerobic digestion.
It was exciting to see so many professionals sharing their perspectives about the opportunities and challenges of building out this part of the carbohydrate economy. While the learning curve is steep and there is much to do to realize a circular economy for biodegradable materials, the outlook is very optimistic. More stakeholders are becoming educated and getting involved, and the conversation is getting richer and reflective of the kinds of systems thinking that will be required to achieve success. Despite the lack of infrastructure to collect and reutilize biodegradable packaging, the Biodegradable Product Institute (BPI) reported that since it introduced its label in 1999, over 5,000 products have been certified as compostable with significant growth occurring in the past five years.
During one session at SustPack,, members of the Sustainable Packaging Coalition’s  Biopolymers Industry Leadership Committee were discussing the challenges inherent in manufacturing and marketing compostable packaging materials. Suppliers of compostable materials lament the lack of education and continued misperception among brands that a healthy market for bioplastics means necessarily competing with the food and fiber needs of society. These misperceptions combined with the lack of infrastructure to collect and compost food waste and packaging are depressing market growth for these materials. All members of the ILC agreed that more education and better data is required to help improve market conditions for biopolymers.
The breakout session on Tuesday entitled “Compostable Packaging” included panelists from BPI, BSI Biodegradable Solutions, Organic Waste Systems (OWS), and by Anne Bedarf, GreenBlue Senior Manager. The conversation covered a broad array of issues that influence the creation of an effective system for recycling biological nutrients:

  • Immature collection infrastructure – BPI reports that fewer than 200 municipalities have source-separated organics collection programs and even fewer take compostable packaging. Municipal programs that accept compostable packaging are negatively impacted by contamination from non-biodegradable materials. Contamination continues to be a primary hurdle for growing the market for biodegradable packaging. There was agreement that the need to educate residents, restaurants, food processors, and composters about the differences between composting, biodegradation and disintegration/fragmentation will be a consistent part of the solution.
  • In the long-term, third party certification and clear labeling of products through the How2Compost Label must work in tandem with state and local policies mandating and funding food waste diversion programs to successfully scale up composting.
  • Transparency and broad access to reliable information is key to building a resilient system. Education, communication, and standardization (without “killing innovation” to quote Susanna Carson of Besics Packaging) will continue to be indispensable tools for sharing this information.

Certain topics were not covered in the presentations or panel discussion that may have an influence on how we reutilize biological nutrients. For example, similar to EPA’s now very familiar hierarchy of recycling: reduce, reuse, recycle; many NGOs advocate that we solve our nation’s endemic food waste problem by making all possible efforts to reduce waste at the source (one of the most valuable functions of packaging), reuse nutrients for consumption by humans or for animal feed, and then recycle the remainder to produce biogas and/or compost. While this hierarchy is perfectly logical, one wonders what impact the diversion of materials would have on the economics of anaerobic digestion and/or composting.  Another potential conundrum is sorting out how we create a system that is capable of simultaneously recycling them for their material and functional value (as technical nutrients) versus their value as sources of energy and/or to build soil fertility. Ideally, the marketplace would decide which is the most economically beneficial path for “valorization”.
Lastly, as a member of GreenBlue’s staff that focuses on issues of green chemistry and effective methods for managing chemicals in supply chains more sustainably, I would like to enable industry to have the tools and information they need to ensure that the chemicals additives used in biodegradable materials does not lead to unintended adverse impacts to humans or the environment.
 

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Recover More

Charlottesville Scales Up Composting

After enthusiastic public participation in the 2015 compost drop-off pilot program, composting continues in GreenBlue’s hometown of Charlottesville, Virginia in 2016.

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GreenBlue intern Tesia Moore runs the 2016 Charlottesville City Market composting program.

The City Market compost drop-off in Charlottesville began as a pilot program funded by a grant from the Environmental Protection Agency (EPA) Region III. The 2015 pilot program aimed to divert compostable waste from landfills by collecting compostable material from residents and on-site at the City Market from April to October 2015.  Charlottesville residents were given the opportunity to  drop off their food scraps, yard waste, uncoated paper items like napkins and paper towels, and certified compostable packaging at the City Market, to be composted for free. To make it more convenient for residents,  every Saturday, when residents dropped off their waste, they were provided with free compostable bags. From the resident drop-off station alone, over 6,000 pounds of household compostable material was collected, with the average participant dropping off 5.5 pounds of compostable material. In addition, market vendors participate by collecting their in-kitchen food scraps.
After participating for seven months, residents didn’t want to stop. With the City Market pilot program ending in  October, residents were eager to find a winter drop-off location. After several citizens approached the Rivanna Solid Waste Authority (RSWA) about providing an interim service between market seasons, the initiative was approved. Rivanna’s McIntire Recycling Center began collecting compostables in January, expanding the program to  residents of Albemarle County as well.  As the Market season resumes, the McIntire Recycling Center program was  scheduled to conclude at the end of April.  On April 26th,  the RSWA Board decided to extend the program, to offer year-round compostables collection in Charlottesville.   For more information about the RSWA Board’s decision, visit rivanna.org/news-and-information/board-meetings-2.

Browse through our Charlottesville City Market composting photo gallery

The success of the previous year has galvanized composting efforts in Charlottesville.  The City of Charlottesville in partnership with  GreenBlue, Better World Betty, N.O.P.E., and Black Bear Composting will continue to provide a compost drop-off station at the City Market for the 2016 market season. Anxious for the return of the composting program, residents flocked to the City Market this month, and in the first 4 weeks of the season,  the program has collected over 400 pounds of food scraps and compostable packaging. The City  continues to record the total weight and type of compostables dropped off by participants each week to gauge interest and program growth over the market season. To view up-to-date City Market compost collection data, visit Smart Cville’s live data tracker.

Charlottesville illustrates a model small city, scaling up composting efforts among its residents. By continuing to educate residents on how they can  sustainably manage their household waste, the  program can  only grow. The US Census Bureau estimates Charlottesville’s population to have been 45,593 in 2014. If every resident diverted just 5.5  pounds of their weekly kitchen scraps from the landfill,  the City would be able to collect a total of 250,762 pounds of compostable material per week  which can be used to produce valuable compost to improve the health of local soil. The future is bright for composting in Charlottesville. The City hopes to continue to build on their success by adding additional community drop-off sites and maybe one day implement a curbside pickup program.
Those interested in volunteering at the City Market can sign up here, or email Tesia at Tesia.moore@greenblue.org to learn more about volunteering.
Read the NBC 29 story about the Charlottesville City Market.

Categories
GreenBlue

Welcome Introduction: Charlotte Dreizen


11025643_10204729092281340_4179298475107216367_n-2Charlotte Dreizen joins the GreenBlue team as an intern focused on our growing composting initiatives. Charlotte comes to GreenBlue from George Washington University. Learn more about Charlotte in the interview below.

Tell us about your background:

Despite coming from a family of fierce New Yorkers, I’ve migrated progressively further South. Initially moving to Washington, DC to study International Environmental and Development Studies at George Washington University, I have also been lucky enough to work with various sustainability initiatives at higher-ed institutions and the US Green Building Council. Now, in Charlottesville, Virginia, I’m excited to rejoin the rowing world after a three-year hiatus and fulfill my mother’s dream for me to become a beekeeper by apprenticing an Italian master.

How did you become involved in sustainability?

After growing up in the ultra-walkable and sustainable Greenwich Village, I didn’t find life greener on the other side when I moved to the suburbs as a teenager. I knew immediately that a car-centric life where community gardens and sidewalks were replaced by fields of asphalt was not for me. Ever since, I have looked for ways to make myself and my communities happier, healthier, and more regenerative.

Happiness is….

Anything vertical and outdoors! Rock, ice, and alpine climbing are great mental and physical challenges and are my favorite ways to immerse myself in nature.

What are you looking forward to in your internship?

I’m absolutely thrilled to contribute to the development of the Sustainable Composting Collaborative, as well as research on the value of compostable packaging in Charlotte, NC. I’m looking forward to assisting in the creation of these two initiatives as both have huge potential to catalyze composting on a local, regional, and national scale. It will be exciting to see SPC’s very successful model of making packaging more sustainable broadly applied to compostable packaging more narrowly. In much the same way, value-oriented research on compostable packaging will provide localities with much needed quantitative information on the benefits of starting or expanding composting programs. It will be a privilege to help these programs get off the ground!

One composting myth that you would like to dispel:

That it’s hard! Despite the perception that composting may be confusing or complicated, very simple guidelines are all that is needed to divert food waste and packaging from landfills and give a new purpose to what would otherwise be “trash”. GreenBlue and organizations like it are making it easier than ever for consumers to have accessible composting drop-offs or to compost themselves, as well!
 

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GreenBlue

Welcome Introduction: Tesia Moore

Tesia Moore circleThis spring, Tesia Moore joins the GreenBlue team as an intern focused on the Charlottesville City Market  Composting Program. Tesia comes to GreenBlue as graduate of Stony Brook University and Green Mission Coordinator at Whole Foods Market Charlottesville. Learn more about Tesia in the interview below.

Tell us about your background.

I am a born and bred New Yorker. Growing up with an overflowing recycling bin and backyard compost pile, I became a strong advocate for recycling and resource conservation at a young age. This deep passion led me to Stony Brook University (SBU), where I studied Environmental Studies with a concentration in Waste Management. I devoted my 3 ½ years at SBU to educating the community about the importance of recycling and providing waste minimization tips. I am looking forward to a career in developing  solutions to our nation’s waste crisis!

What are you looking forward to in your internship?

I am very excited to spend my Saturdays at the vibrant Charlottesville City Market this season, educating market-goers on how to properly sort their waste and introducing them to at-home composting. I hope to build on the success of last season by working closely with market vendors to transition them away from disposables, and non-recyclable materials, to compostable ones. Additionally, I am very  eager to learn all I can about sustainable materials management from the experts here at GreenBlue!

What are your first impressions?

Walking into an open office with bright yellow walls, large windows, minimal lighting, and plants on every surface, I could not have been more excited to work in such a  natural, collaborative environment! With in-office compost bins, and a plethora of recycling bins for every type of recyclable material, I felt energized to know that I would be working with a group of people who truly care about their mission to “recover more.” Everyone has been so open and welcoming, I am really looking forward to working with a community of motivated environmentalists striving towards the same goal.

Happiness is….

To me happiness means living a life of passion and enjoying every moment of the ride! Working in the sustainability field brings me tremendous amount of joy and happiness. At the end of each day,  I feel a great sense of accomplishment knowing I am helping to address our nation’s complex waste issues, and helping to create a better environment and future.
Seeing the excitement on someone’s face when they realize that they were able to divert all of their waste away from the landfill brings a BIG smile to my face too!

Can you share one composting tip?

Green your morning routine by composting the remains from brewing your coffee or tea! Coffee grounds along with its paper-based liner can be tossed right into your compost bin. And don’t forget to add your tea leaves too. But before putting your whole tea bag in the compost bin, just be sure to check your box of tea to confirm the bag is comprised of natural fibers to ensure it will fully break down during the composting process.
 

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Uncategorized

The Future of Recycling: Applying Systems Thinking to Infrastructure

Approaching complex, dynamic ecosystems or industries through the lens of systems thinking is not only essential for planning for the future, but is also a highly fascinating exercise.
Systems thinking means analyzing how parts and patterns within a complete larger system interact and influence one another. There are many ways to define a ‘system’, and even more ways to approach thinking about them. When we apply systems thinking, we’re able to consider who or what defines a system’s boundaries, and why; what are the inputs and outputs of the system; what is the final goal or state of the system? Is there a hierarchy within it? How is it regulated? How do the parts of the system evolve or stay static? How does material and information flow through it; what patterns, cycles or chaos can we observe inside of it?
The end goal of systems thinking is to gain new insights about how the system works and why, where its problems are, how changes can be made to make the system more effective and efficient.
Recycling in the United States is a system so ripe to be analyzed from a systems thinking perspective that it’s like a ten pound peach hanging by a single fiber on the bottom-most branch of a tree. It’s exceedingly complex, and its future is vast yet uncertain.
At the 2016 SustPack conference, hosted by the Sustainable Packaging Coalition and Smithers Pira,  presenter Anne Johnson of RRS applied systems thinking to the future of recycling. Specifically, she focused on the gap between recycling aspiration and infrastructure. And as systems thinking has a tendency to do, interesting insights emerged:

  • Recycling suffers from a tension between hopes and reality
  • Localities (ie municipal governments) possess power in recycling in the following areas:
    • Influencing the presence and types of recycling programs
    • Defining what “recycling” means

Key national figures about recycling infrastructure

  • There are about 600 Material Recovery Facilities (MRFs, or recycling facilities) in the US.
  • The largest 20% of MRFs by size process 50% of US input.
  • Only 70% of the municipal solid waste stream is recoverable (the remaining percentage is not yet recyclable [10%] or impossible to recycle or compost [20%]).
  • The average tip fee, which is the amount that municipalities are charged to dump trash at a landfill, is $50 a ton.
  • Of the biggest US cities, the highest performing recycling for curbside recycling and composting are Seattle (60%), Portland, Oregon (59.8%) and San Francisco (61%), but many large cities like New York, LA and Chicago are below national average curbside recycling rates.

The future infrastructure outlook

  • The biggest opportunity in recovery right now is organics (ie food waste diversion) and is 20-30% of the amount of waste we generate. Infrastructure is limited but growing.
  • The biggest challenges going forward will be with packaging that is currently difficult to recycle, such as small rigid packaging, flexible film packaging, and figuring out how to best deal with contamination in recycling.
  • The future material recovery value is unknown when it comes to sanitary wastes such as dirty diapers and cat litter.
  • Economic realities and increasing awareness of environmental impacts are causing a shift towards Sustainable Materials Management.
  • There is work to be done when it comes to engagement and education to help participation in recycling (How2Recycle is a great vehicle to improve that!).
  • Investment in recycling infrastructure is required. Closed Loop Fund and Recycling Partnership are entities that help build curbside infrastructure, but it’s also valuable to recognize the work of Materials Recovery for the Future, Paper Recovery Alliance (PRA) and Plastics Recovery Group (PRG) of Foodservice Packaging Institute as we begin to think more about accommodating not yet recyclable materials. SPC’s Multi-Laminate Flexible Film Recovery Industry Leadership Committee is another great avenue to get involved in the future infrastructure for these materials.

More systems thinking is needed for the industry to design a smart future for recycling. Having big picture insights like these are a critical first step.

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GreenBlue Sustainable Packaging Coalition

Behind the Scenes of the Method Soap Factory

Located in the South Side of Chicago, the Method Soap Factory was designed to be sustainable, literally, from the ground up. Built on a former brownfield site, the factory stands out with color awnings, a wind turbine and “solar trees” in the factory parking lot.
During SustPack 2016, SPC members and invited guests had the opportunity to tour the one-year-old factory. The site is also home to the Amcor bottling manufacturing, who makes many of their plastic bottle packages.

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Outside the South Side Chicago Factory

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The “South Side Soapbox” factory hopes to produce more than 70% of the company’s liquid cleaning products in the future.

A colorful wall made of Method’s gel handsoaps. All of Method’s PET bottles (hand wash, dish soap and spray cleaners) are made from 100% PCR.

Method 3
From left to right: Nina Goodrich, (GreenBlue Executive Director), Dr. Paul Fowler (Executive Director of Wisconsin Institute for Sustainable Technology), and Barbara Fowler (Conference Director, US Events, Smithers Pira)

method 4
The factory is LEED Platinum-certified and is the only one of its kind in its industry, and only one of two in the U.S.

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method 5
method 6

Categories
GreenBlue Sustainable Packaging Coalition

The Art of Influence: Using the Concept of Return On Investment to Develop an Effective and Meaningful Corporate Sustainability Strategy

The notion that businesses should care about sustainability and already should have it embedded into their business model is now basically the norm. In 2016, companies who don’t have a well-articulated and specific sustainability plan are perceived as out-of-touch.
Some companies may already have sustainability goals, but perhaps those goals aren’t as ambitious as their competitors, or maybe the company hasn’t made a significant effort to develop realistic plans to actually meet those goals. In the words of Steve Rochlin of IO Sustainability, who presented on this topic at SustPack in Chicago, some companies “overpromise and underdeliver.”
Tensions around the value and progress of sustainability can also be observed within companies. Some professionals still encounter resistance and skepticism from other departments or executive leadership regarding the value of sustainability, and need ways to influence colleagues in order to overcome that hostility or doubt. Other professionals may already have internal buy-in for sustainability, but as a new aspect of their business that carries uncertainty, are struggling to implement it in a meaningful way.
To that end, Babson College’s Lewis Institute for Social Innovation and IO Sustainability released a comprehensive report about return on investment (ROI) for corporate sustainability, called Project ROI. What’s great about the report is that it gives sustainability professionals real data and real advice about how to articulate a case for sustainability at their companies based on the concept of ROI. The report identifies the following areas where corporate responsibility (CR) can provide potential value:

Excerpt from Project ROI: Defining the competitive and financial advantages of corporate responsibility and sustainability, Babson College and IO Sustainability. Download the report here.

You’ll see the data is staggering and persuasive: sustainability can provide potential value for market value, share price, risk reduction, marketing, sales, brand reputation, and even human resources. The report gives specific information about how and why that increase in value is possible.
Rochlin says that in order to create value for sustainability at a company, that company should pick two to three areas where they really want to make true change the idea is not to spread one’s self too thin. In the words of Niki King, Senior Manager for CSR at Campbell’s, who presented on the same panel at the conference, “you have to do some soul searching, to determine who you will be as a company.”
Project ROI provides a very helpful framework for making those core strategic initiatives a success. First, identify fit. This gets back to the concept of doing “soul searching” in order to identify core strategic initiatives that make sense for your particular business, not spreading ambitions too thinly, and being able to articulate the rationale as to why. Second, commit ”go big or go home” in this specific area. Has the CEO, with approval of the board, committed to being a leader in this area? For example, the CEO of Lockheed Martin, Marilyn A. Hewson, was able to demonstrate to shareholders that it was a risk for the future to not embed sustainability into the company, and that it’s intimately tied to research & development and innovation in a company.
Third, manage that initiative like you manage all other aspects of the  company: measure, monitor, and report. And finally, connect: involve and engage stakeholders. Those stakeholders may include employees of your company or shareholders and consumers. Listen to what they say and adjust your strategies accordingly.
King echoed the importance of stakeholder engagement; she conducted over a hundred internal and external interviews at Campbell’s. Asking what was most important to them gave her essential information about operations and perspectives so she could know how to get specific with sustainability implementation strategy. And she said that having data, like the fact that sustainability can grow business by 20%, is immensely helpful when you are trying to get internal buy-in from sales and marketing professionals.