Green gathering
June 1st 2010

Diversey’s sustainability conference, held in Amsterdam in April 2010, brought companies together to share their thoughts on sustainability, and what they thought the future should hold. Gerardine Coyne reports

Business enterprise and the natural environment share a common enemy – waste,” announced Ed Longergan, Diversey CEO. “The challenge of sustainability is to waste less – less water, energy, carbon, materials and human capital, and to create more vibrant enterprises and societies.” But what is sustainability? Does industry have a clear definition? Current discussions, and indeed the inclusion of ‘human capital’ in Lonergan’s pronouncement indicate that the concept has moved on from ‘green’ and simple recycling and water saving targets, to increasingly encompassing the social/human element. According to OCS’s Chris Cracknell it’s back to redefining the goalposts of CSR. “Within CSR, environmental, social and economic arenas must be considered, but they are not always equally balanced.

Historically everything has been based on economics and currently the image of business is at an all time low. It is seen as exploitative and short term. We do lots of work with charity and see social and community sustainability becoming a key business driver for OCS.” So industry has not gone touchy-feely just yet. Business growth is still at the heart of this push for sustainability. But: “How deep down in industry does green really go? Is it just surface?” was the question from Andrew Large, CSSA chief executive. “In the past yes,” admitted Cracknell. “But now I sense a real need. We are having more discussions with customers and with the younger generation, and this will become more common. They will choose to work with companies with a proven track record.” The view is that next generation has grown up with ‘green’ and will see it as an integral part of any company’s policy.

Green through and through

However, sustainable business practice cannot just be a kowtow to perceived future pressure from customers. “If you don’t believe it at the top you will never achieve sustainability,” said Hanster Pelle of HECTAS, one of the largest European service providers of infrastructural facility management. “Green cleaning is holistic. We have to talk to our customers and our suppliers.” Pelle advised working with each customer from the very beginning to address its sustainability needs and abilities. “You have to design a pilot, implement it and evaluate it with the client.” The client then benefits in all important areas.

“There is improved public perception, with an increase in credibility and customer confidence. Costs are decreased as performance efficiency is increased and carbon footprint is reduced.” Hectus believes that business needs to be the first to devise and provide sustainable systems otherwise the market will come up with a different model, and one not necessarily beneficial to the industry. “To quote Copenhagen ‘there is no plan B, so be prepared’” he warned. But what happens when clients are not actively prepared to embrace sustainability? Sometimes the market itself presents difficulties, especially in away-from-home arenas. Charris Yadigaroglu, Kempinski Hotels, VP marketing, explained, “Research says that green habits slip when a person is away from home. According to our research source, 40% of consumers watch water consumption at home, yet this drops to 20% in a hotel, and 65% of frequent travellers ask for clean sheets and towels every day. Though guests state they welcome green initiatives in high end hotels, they don’t want to actively participate.” These findings could also easily relate to away-from-home washrooms and office/manufacturing sites where resources are seen as ‘the company’s’ and perhaps therefore regarded as infinite.

Terms of engagement

Again the point is made that the market must be firmly led. “If you make it simple for the customer they’ll do it,” states Lonergan.“We have to do things without their involvement. A sign saying, ‘Please reuse your towel’ is ineffective. What works is one saying ‘65% of people in this property re-use towels.’ We need to recognise scarcity is happening. We’re learning to do more with less and the ones who teach the world how to do it will always stay in front.”

“There are sustainability variations around the world,” says Frank Van Zanten of international distributors Bunzl, “and it is important for big companies to set an example in less informed countries.” Bunzl is taking the base route of increasing sustainability by simply saving resources. “You have to measure your carbon footprint if you want to reduce your impact. Search for green products and encourage suppliers’ sustainable practice. An example from us is we try to get our orders once a week to minimise fuel and vehicle use.” Van Zanten also raised the long term implications of climate change that has already happened. “Risks include infrastructure being damaged by floods, hurricanes or droughts, so there is a need for a multisite presence. And raw material shortages will impact on availability and increase prices, so companies need to have a wider product range.” Yet sustainable products as well as being born of necessity, will be of benefit. “It’s clear that growth opportunities are associated with green,” finished Van Zanten.

“We need an integrated bottom line consisting of growth (brand value and customer loyalty) plus cost savings (on resources),” ended Lonergan. “Resources are finite, creating efficiency in use is essential to profitable business – there is no turning back.”