awards, conferences & exhibitions ACE
EARTH TECH
HERS
SCOOPS TOP
RECYCLING
EEN WINNERS
AND WASTE
MANAGEMENT
By Matthew Austin, Chatsworth Communications
AWARD
EARTH Tech has scooped a top environmental
Airways, and that “it is doing some positive if it means their bottom line will suffer. On award for the unique £10 million waste
things”, he added that it is “not doing as the other hand, it is plausible that switching treatment facility it developed for the Western
much or as quickly as it should be”. to a sustainable agenda will become Isles Council.
The airline has had some good increasingly important for future business The company picked up the award for
intentions but these have not necessarily growth and profitability. “Innovation in Design” at the Awards for
been followed through properly, according to FTSE 100 companies have spent and Excellence in Recycling and Waste Management
respondents, such as when the company continue to spend hundreds of millions of 2007 which recognise innovation, dedication and
launched a carbon offset scheme but failed pounds on going green, and millions more success in recycling and sustainable
to promote it properly to customers when on publicising the fact to their customers waste management.
they booked. through marketing and public The awards are supported by the Waste
relations campaigns. Implementation Programme (DEFRA),
GREEN ‘WINNERS’ But with BP and Tesco heading both the Environmental Services Association, Environment
The survey highlights several examples of biggest green washer list and the best- Agency and National Association of Waste
where UK business has risen to the challenge publicised green campaign lists, the survey Disposal Officers.
of ensuring operations are sustainable and indicates that publicity messages on green Tony Lewis, Business Development Manager
limit damage to the environment, and it issues are just part of the work these for Waste Management Services, at Earth Tech
appears that some real progress is companies should be doing across their Engineering collected the award. He said:
being made. entire operations and should not be an end “Finding a solution to the unique waste
Marks & Spencer stands out in the poll in themselves. management problems faced by the Western
as a company that has invested heavily in a Most companies recognise that they must Isles was a challenge but we’ve got a fantastic
very high-profile sustainability campaign take steps to become greener, but what is the team who constantly come up with creative and
(‘Plan A’) that has paid off, and respondents best way for them to publicise their practical ideas. I’m delighted to have picked this
who nominated M&S appear convinced that approach? Seventy-five per cent of survey up on Earth Tech’s behalf. It’s a real industry pat
their commitment is ‘genuine’ respondents said that companies should on the back.”
and ‘honourable’. actively own up to any ways in which they The prestigious event was held at London’s
It was noted that M&S has launched a are not green and show willing to make any Savoy hotel and was hosted by BBC breakfast
comprehensive environmental programme changes they can to improve. news presenter and journalist Bill Turnbull.
based on a thorough assessment of the Rather than packaging green messaging Earth Tech fought off stiff competition from
issues and that the company is addressing into a high-profile green campaign, however, Virdor Waste Management and UK Wood
the whole supply chain, as well as its companies should fold their messages on Recycling, who were also short listed for the
infrastructure. “M&S is committed to real sustainability into their wider communications Innovation award. A record 200 plus entries
green targets rather than just issuing endless plan, according to 59% of survey were received for this year’s awards.
press releases on the subject,” one respondents. This reflects the broader view Addressing an audience of more than 300
respondent commented. that an integrated approach to senior industry representatives, recycling minister
In the banking sector, HSBC emerged as communications is preferable, with green Joan Ruddock commended “the high degree of
a ‘green winner’ and standard setter - the messaging forming an intrinsic part of innovation, imagination and enthusiasm shown
first major bank to go carbon neutral and ongoing business, rather than an isolated by the award entries.”
apply environmental standards for its campaign with little follow-up. The awards are organised by by
investments. Respondents also praised the With green-fatigue apparently setting in, letsrecycle.com and are in their fourth year.
bank’s investment in conservation work and companies need to re-think the way they
its decision to employ conservationists. communicate their sustainability
programmes. Smart companies are trying to
PUBLICITY - NOT AN END IN ITSELF bring their consumers with them into their
While any steps to promote a sustainable sustainability work as they change focus.
agenda are widely viewed as positive, many Companies need to be committed in the
remain sceptical of companies that are long-term as customers will hold them to
driven primarily by profit - which, after all, is their promises. It is of vital importance to UK
the main motivation for business. business that it is believed and trusted by its
Others, though, see no conflict between customers on green issues. The companies
being green and bringing a return back to that enjoy the highest levels of trust are those
shareholders. But it remains to be seen how that are perceived to be green on the inside,
far down the green route companies will go not just the outside.
SUSTAINABLE FM | NOVEMBER 2007
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