Using Sustainability to Build a

Generational Bridge

www.thinkpaydirt.com

“The Band” -

Paydirt helps clients build practical

sustainability strategies that deliver

maximum benefit to both the environment

and their bottom line

Core Services:• Strategy Development

• Environmental Assessment

• Program Design and Implementation

• Strategic Communications

Our Typical “Gigs”

Sample engagements include:• Environmental assessment of business operations and

facilities

• Life cycle assessment of products or services

• Greenhouse gas emission audit

• Performance measurement strategy and implementation

• Corporate Social Responsibility (CSR) reporting

• Internal and external communications strategy

• Employee engagement and mobilization

Sustainability as

Rock Star Cause?

Green groupies

include celebrities,

musicians, actors,

professional athletes

Sustainability as

Rock Star Cause?Generations X and Y are passionate green

advocates

Baby Boomers return to activist roots

Traditionalists value and practice ethics of

conservation and restraint

The First Hurdle:

Defining Sustainability

The Rock Star Definition

People, Planet and Profit

The Quadruple Bottom Line

The “Woodstock” Definition:

• Meeting the needs of the present without

compromising the needs of the future

The Second Hurdle:

Making the Business Case

Sustainability as Strategic

Imperative

Percentage of U.S. CEOs that believe that

sustainability is “vital” to profitability:

70 percent

Percentage of European business leaders that

believe that responsible business practices

allow companies to invigorate creativity and

learn about the marketplace:

80 percent

Driving Change

Cost and efficiency

Regulation and compliance

Supply chain, investor and

consumer pressure

Competitive advantage

Talent recruitment and retention

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The “X Factor”

Quantitative v. qualitative

Brand equity

Morale

Percentage of Gen Y that say it’s very important to

work at a green-conscious company:

81%

The Third Hurdle:

“On the Road”

Planning the “Tour”

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Culture

Products & Services

Process

Incremental

Engage your Biggest Fans

Employees are key

stakeholders in any CSR

program

Sustainability programs fail

without their understanding and

buy-in

Engage your Biggest Fans

High performing CSR organizations

integrate and foster a culture of triple

bottom line sustainability throughout their

operations

Opportunity for cross-disciplinary and

intergenerational team-building

Reward and incentivize sustainable

decisions

Igniting the Internal “Buzz”

Build excitement and

morale through:• Conservation programs

• Active environmental

improvement

• Issue support and advocacy

• Green events

• Corporate innovation

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Marketing your Green Gig

Consider all stakeholder interests

Avoid greenwashing AND greenmuting

Emphasize authenticity, transparency and measurable results

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Going for Platinum

Align with brand, mission

and goals

Improve company-wide

sustainability

Celebrate success

Strive for ongoing

improvement© 2009 Paydirt, LLC 18

For More Information

Contact Eliza Clark at

eclark@thinkpaydirt.com or 612.385.3710