Blog & News
4 February 2013
RADAR, A DIAGNOSTIC RISK TOOLKIT LAUNCHED TO HELP COMPANIES TEST THEIR ETHICAL & GREEN CLAIMS
Radar, a ‘cross-cutting tool’ for engaging stakeholders on Ethics, Supply-Chain and Sustainable Branding has been launched by marketing consultancy Pale Blue Hat to help companies identify, mitigate and manage the reputational risk associated with their green marketing and sustainability activities and, in particular, those sleeping or hidden risks!
Companies ethical, environmental and social behaviour is being scrutinised much more closely by stakeholders. Almost weekly there are revelations concerning another corporate ‘skeleton in the closet’ - Supply-chain provenance, Corporate Tax avoidance, Libor, Mis-labelling, Ethical misdemeanours, etc. Many institutions under-estimate their exposure to this danger and take no action. For many companies, these issues tend not to come onto their radar until an event occurs or a crisis hits!
Radar has been carefully designed to unearth and manage exactly these kinds of 'hidden' risks. Diagnostic in nature, the 'Maths behind Radar' (the skills and package combined) is what makes Radar unique and so effective - it is a structured process combining desktop research, analysis, interviews, engagement and the reconciliation of all the phases. It provides a guidance and due diligence system for ‘connected marketing’ and reduces the risk of greenwash accusations, potential reputational fall-out, loss of trust, and financial losses.
Commenting on the Radar Toolkit, Mo Humphries, Managing Consultant at Pale Blue Hat said:
"Companies of all shapes and sizes are increasingly trading on their green credentials. Radar enables them to ‘stress-test’ their ‘green claims' and marketing activity and explore the ‘hidden’ assumptions behind them. The process helps to identify ‘weak points’ - in particular those sleeping or hidden risks - and assess the potential risks and consequences, make systematic adjustments and put in-place controls for going forward."
After trialling the toolkit with ethical branding agency ‘Epitype’, this is what the Group Creative Director Martin Roach had to say: “Radar has given us food for thought and has been a great tool for engaging with our supply chain. Beyond looking at our focus around ethical business and branding, it has helped to inform our thinking on our ten year strategy.”
Whether you are a small business manufacturing 'green' products, a waste management company promoting the recycling message, or a large company promoting responsible supply-chain practices and you want to stress-test your ethical/green messages and marketing activities, now is the time to get in-touch: email sales@palebluehat.co.uk or visit www.palebluehat.co.uk for more information on the Radar Toolkit.
Does the Olympics 'green' promise live up to the hype?
Mo Humphries, 07-08-12
Sticking your ahead above the parapet and making any claim is a risky business. The 2012 Games, like others, has been surrounded by controversy over its claims to be the 'greenest' games ever.
Last week I attended a London 2012 Sector Conference on Sustainability at London House (namely City Hall). The Games organisers are keen to promote the sustainability imperative and the successes that have been delivered for the event. But is there a sheen or spin to this? Sometimes it’s the small details that speak volumes about an organisations’ sustainability. I spoke to a couple of delegates who were surprised we were given plastic folders containing conference papers (albeit 100% biodegradable), as well as glossy goodie bags.
Venues Construction Stage
Certainly in construction terms,the aim has been to embed sustainability into the Olympic Park infrastructure (carbon-savings, energy, bio-diversity, procurement, materials, legacy, etc). The sheer scale of the construction work and delivery of the facilities - clean-upof a polluted wasteland into an ecological park by remediation, construction and transformation of previously derelict land, etc - Impressive stuff!
Critical Review
However, as with many initiatives there are critics - from local residents to organisations scrutinising the ethical, environmental and social impacts of the Games overall, the site itself and the legacy that is yet to be determined. According to a recent report 'Towards a One Planet Olympics Revisited' by WWF and BioRegional, the Games have fallen short of delivery in 12 of the 76 target areas. These include renewable energy, waste, resource-use plus public health effects (for instance pollutants).
Brand Issues
Potentially a more contentious issue surrounds 'Brand Olympics' and the corporate sponsors (the companies and their environmental, social, ethical reputations, as well as thelevel of restrictions placed on other brands). Are the Games tainted by 'greenwash' as a result of taking money from chemical, oil, nuclear or fast food companies? Some say 'yes'. Of course by law, sponsors and contractors have to adhere to certain legal requirements, but they have also had to fulfil sustainability standards as part of the Games procurement process. Some say this aspect of the process can help change the policy and approach of companies, helping them make incremental steps and embedding sustainability into their corporate culture. But, have claims by the organisers and sponsors been over-egged? Are there hidden risks or weaknesses that are yet to emerge around the construction of the site, the use of untested construction materials or, indeed, the association with big name brands? Risks from inadvertently excavating and constructing an industrial wasteland without proper precaution may have such hidden risks that could impact long-term on health and the environment. The concerns of local residents, captured in 'The Vice Guide to the Olympics', talk about the excavation and burying of radio-active waste, with the original source being traced back to the bowl at the Olympic Stadium. Does this pose a potential risk - health-wise, environmentally, reputationally and insurance-wise for the future? These kinds of risks require careful management, especially if the firms involved in delivery of the infrastructure market themselves on their past performance and their input to the Games.
Legacy
As far as the success of the Games goes, so far there's been a super atmosphere, with athletes achieving sporting excellence and inspiring entertainment being delivered all round. Will a lasting and sustainable legacy be delivered to London's East End and UK plc... some think not, but let's hope so. Time will tell!
The hype surrounding the Games gives us much food for thought - supply chain issues, sustainability, legacy, joined-up marketing, reputation and branding issues. With that said, do your ethical and green claims stand-up to scrutiny? Do you know what your risks are?
Mo Humphries, Managing Consultant, Pale Blue Hat
twitter.com/mohumphries
Pale Blue Hat has launched Radar, an Ethical and Green Claims Risk Toolkit. Radar enables companies to ‘stress-test’ their ‘green’ claims and marketing activity and explore the ‘hidden’ assumptions behind them. Take a sneaky peek here: http://tinyurl.com/bt8daec
Sources: www.guardian.co.uk greenfuturesspecialedition http://www.wwf.org.uk http://www.vice.com