79 www.gogreen-project.eu Key Contextual Details Addressing unsustainable organizational practices is an important part of the overall improvement of a business environmental footprint. Therefore, the biggest challenge for companies lies in the matter of their business operation itself. Particularly for marketing agencies, it is much more important since they are dealing with the promotion of ethical behaviour of others through different goods and technical solutions, such as advertising campaigns etc. The marketing agency in this role-playing simulation scenario is aware of this. As a first step towards sustainability, they decide to invest in building internal environmentally ethical practices through staff training. Their goal is to raise awareness about the change of staff behavior and attitudes about GHGs emissions and waste, aiming to reduce costs and improve the CSR of the company The key contextual details to discuss and negotiate during the role-playing are summed up at the following points: ▪ Co-creating a goal for sustainability growth inside the agency. This includes negotiation between owners, managers, and staff to establish a common ground with the purpose of environmental protection and conservation of natural resources. To achieve this, they first need to recognize both the personal and corporate sustainability-related values and respective needs to work later towards their alignment with each other. ▪ Draft an internal awareness strategy, selecting the specific actions that will lead to the achievement of the inner sustainability goal set. The strategy can include the following: o brainstorming on possible ways the business staff can contribute to saving energy and reducing waste production. This means communicating the cost categories that can change based on the everyday actions undertaken by employees. o discovering practices that can raise the awareness of business staff about reducing energy consumption and waste production. o aligning personal and corporate values in terms of sustainability. This refers to the inclusion of sustainable actions formally and informally within the company. In the first case, the company can decide on the direct actions that are officially recorded, for example, in the job profile and responsibilities of the staff. Other formal actions include establishing a committee responsible for monitoring the processes followed or promoting lifelong learning on these issues. In the second case, the company can decide on the indirect actions that promote a culture promoting sustainability such as praise by the higher-ranking staff. o co-structuring a common protocol to be followed by the staff which can direct toward the application of practices that save energy and reduce waste production and decide about the training activities that will follow so as people in the company to learn about this protocol. This relates to everyday business actions that can be followed by owners, managers, and staff in building a business culture of sustainability. The practices can fall into the category of transportation, office material, food and should be effective and easy to maintain. The integration of such a strategy can be linked with the variable costs faced by the organization: once these costs are modified in line with the green practices proposed, they can lead to costs’ reduction. o brainstorming and discovering training opportunities to promote staff’s expected behaviour in terms of sustainability. This also includes outlining how the staff training can contribute to the reduction of enterprises’ costs that are related to energy consumption.
RkJQdWJsaXNoZXIy NzYwNDE=