Environmental programs are now common. Typically named some variation on eco- or enviro- or green-something, they have become another rote message that people forget as soon as they see them.
If they believe the messaging is another matter entirely. We have the term greenwashing now because of corporations saying they embrace environmental practices while not following through on their messaging.
It is important to create a unique brand that does not fall into the common language of corporate responsibility. Separating this company from the standard positioning of the green movement, we can avoid some of the accusations people may level at them simply because of their association with industries. And this corporation has a premium core brand. Creating something slightly unexpected, we go beyond the average.
In the past, we have thought that our resources were unlimited, especially in Canada, where we have had an abundance of raw materials and water. There is an awareness now that we live in a closed-loop environment. We cannot create resources out of thin air. Everything comes from somewhere. Everything goes somewhere. We have one world and it is finite.
If we acknowledge the limits of what we can reasonably take from the environment, we can tailor our practices to align with what the world around us can bear, minimising our use of resources. This is not a special effort. This is nothing to trumpet the horn about. This is standard operating procedure in the world today. Any responsible corporation does this.
To their credit, the company already has many good practices in place. This program is meant to encompass existing and future initiatives. It is more than just green, it is the entire spectrum. Not limiting the corporation to the current trend of green thinking, we leave the program open and flexible enough to be steered in new directions and destinations as knowledge progresses.