When it comes to investing in sustainable business behaviors and programs, more than half of corporate marketers and communicators believe that their organizations will increase their involvement in environmental sustainability initiatives during the next two to three years, according to a survey conducted by the American Marketing Association and Fleishman-Hillard, Inc. In addition, half of those surveyed believe that economic realities will actually encourage the adoption of sustainability practices.

The survey shows that 58 percent of marketing and communication leaders believe their companies will place more emphasis on developing corporate sustainability opportunities in the months ahead, despite the belt tightening that is happening in the business world.

At a time when the economy requires everyone to stay focused on the essentials, it's noteworthy that businesses are putting sustainability programs into that must-do column," said Nancy Costopulos, chief marketing officer of the American Marketing Association. "It is a signal that the business community is embracing environmental sustainability in a way that this country has probably never seen before." More than half of those surveyed believe that sustainability is an essential element of their company's reputation right now. Nearly three-quarters believe that corporate reputation, corporate culture and technological advancements will be the drivers for sustainability. The new administration's policies will further accelerate the adoption of corporate sustainability programs, according to 63 percent of responders in the survey.

However, optimism is tempered with some smart realities. While the majority of companies will continue to invest in sustainability initiatives during the next year, how companies chose to communicate that commitment is mixed. About 43 percent of those surveyed expect their companies to increase marketing of their sustainability programs. They say they will do so because it is the right thing to do; customers are asking for more information; it is supportive of the corporate culture; and because sustainability offers a clear and distinct business advantage. That said, more than half of the respondents do not expect to increase their storytelling in the category of sustainability.

It is important that companies align their sustainability and business objectives internally, with engagement from management and employees, before communicating their goals externally," said Aili Jokela, co-chair of FH Sustainability, a Fleishman-Hillard practice group specializing in environmental issues and corporate social responsibility. "Taking careful steps in building a communications program that correlates to a strategic plan and measurable operation improvements is extremely important for authenticity and credibility. Then, it's time to communicate." Additional key findings from the study include:

  • More marketers and communicators (53 percent) define sustainability as the need to balance financial, human and natural resources for the long-term benefit of business and communities. Few define sustainability in terms of focusing on renewable energy resources (3 percent) or driving inefficiency out of the supply chain (10 percent).

  • Employees (82 percent) and customers (74 percent) are more likely to be the targets of communications about sustainability than are investors and analysts (52 percent).

  • Sixty-three percent believe that the new administration's policies will further accelerate the adoption of sustainability programs.

  • Even the most popular sustainability programs - recycling (36 percent) and electric energy efficiency (20 percent) - are extensively embraced by only a minority of businesses.

Contractual Commitment. BARWA, Qatari Diar and TC Chan Center have developed the first ground-up Performance-Based Sustainability Rating System in the Middle East to be applied in Qatar (QSAS) to create a sustainable built environment that minimizes ecological impact while addressing the specific regional needs and environment of Qatar," said Dr. Yousif Al-Horr, BARWA President of Strategy and Investment, BARWA Real Estate Co.

"QSAS will allow BARWA and Qatari Diar to take the lead in addressing critical issues related to regional and national energy efficiency policies, reducing carbon emissions, minimizing ecological impacts, and ensuring high indoor environmental quality. By developing our own system that adheres to international standards and addresses sustainability goals specific to the area, BARWA and Qatari Diar will serve as a premier example for companies in the region and the world," added Dr. Yousif Al-Horr."

BARWA and Qatari Diar's announcement came at the start of Global City, a two-day sustainable urban development forum in Abu Dhabi (UAE), which has attracted more than 1,000 city and political leaders from 43 countries. In addition to addressing all locally relevant aspects of sustainability, ecological impact, and green building design criteria, QSAS developed a standalone building energy standard to support Qatar's building energy ratings. International experts (from USA; Canada; Australia; UK; Netherlands and China) in the area of sustainability rating systems were utilized throughout the development of QSAS to review the system's criteria and provide feedback pertaining to challenging issues.

These reviewers were also asked to comment on several specific criteria that informed the decisions made by the core team. This approach allowed QSAS to take advantage of the best factors of earlier established systems while seamlessly integrating the specific requirements and goals of Qatar and the region.