Business Case Drivers: Reputation and Brand Value
Nature and nature conservation are important to most people. This can be used to promote a company’s reputation and brand. One way to address this common interest is to develop a marketing campaign including biodiversity. In order to ensure that these efforts remain credible, there should be responsible ecological, social and legal activities supporting the communication campaign. Otherwise the campaign may be recognised as “greenwashing”, which would damage the company’s reputation.
Fields of action
Fields of action in can be identified and set by analysing where a company’s activities have a either direct or indirect influence on biodiversity. The spatial relation to biological diversity is intuitively connected to the sites and facilities field of action. Corporate activities influence biodiversity in other ways though as well.
Sites and Facilities
Reputation improvement by constructing buildings that preserve biodiversity
Product Design
The ecological performance of the product may cause a gain in reputation
Best Practice Examples: PUMA AG - Raising Awareness
PUMA has partnered up with the United Nations Environmental Program (UNEP) to create “Play for Life”. Its goal is to support the 2010 International Year of Biodiversity through:
- Raising awareness worldwide about biodiversity and the International Year of Biodiversity among football fans and the general public during football events including the African Nations Cup and international friendly games.
- Raising awareness through Public Service Announcements featuring football stars.
- Encouraging the public to take action to conserve biodiversity.
- Raising funds through the Africa Unity Kit and other PUMA Unity football products under the Yellow “life” label to support biodiversity projects in Africa.
Puma
Personnel
Reputation gain due to higher employee loyalty
Supply chains, commodities and materials
Reputation gain due to the usage of biodegradable materials
Additional information about Supply chains, commodities and materials
Production and manufacturing processes
Reputation gain by reconfiguration/optimizing of production
Additional information about Production and manufacturing processes
Transport and Logistics
Reputation gain through climate friendly local production with short transport routes
