Why training is the key for marketers looking to get on top of the green agenda
A good training course or networking event can leave the attendee buzzing with ideas that they can put into practice.
This year could see many more people skill up as new legislation, coming into force in April, gives employees a stronger case for requesting time for training. For marketers looking to brush up on their environmental nous, a whole host of opportunities exist on the networking side but formal training courses are still in relatively short supply.
One networking event attracting high-profile executives is Green Monday. This takes place every month and, according to the organisers, provides a 'time-efficient gathering of the leading minds within the corporate environmental sustainability world'.
The events comprise talks, round-tables and meetings all packed into a manageable 90 minutes. Recently a Green Monday event addressed the issue of building a successful relationship between the marketing and sustainability functions, which was attended by companies renowned for their brand-building skills such as Procter & Gamble, Mars, Reckitt Benckiser and Virgin.
Of late, the Marketing Society has grasped the sustainability mantle with enthusiasm. In a bid to create a consumer-friendly way of communicating sustainability, last year the society held a breakfast event followed by an online consultation exercise to canvass members on their favoured terminology. The phrase 'reduce, reuse, recycle, respect and reward' came out as the most popular among the membership.
As a result, over the course of 2010 the Marketing Society will be running a series of masterclasses, each one themed around one of the 'five R's' to further explore the concept.
The Chartered Institute of Marketing (CIM) runs a course titled, 'Developing a green marketing strategy' which seeks to give marketers the skills to use sustainability to create competitive advantages.
David Thorp, the director of research and personal development, at the CIM says the organisation used to run more courses of this kind but argues that marketers have 'taken a step back because of the recession'.
He urges the profession to skill-up on the green agenda, particularly stakeholder management, or face being marginalised by other functions in their companies. 'I have no doubt that green is going to be the biggest issue for marketers over the next ten years,' adds Thorp.
But those looking for some practical guidance on cutting workplace emissions should check out the Carbon Trust's 'Cut Carbon, Cut Costs' online training tool which is available via the organisation's website.
The tool, which is delivered through video and features an interactive calculator, examines key energy efficiency topics.
Over the course of six modules, users build an action plan giving estimated cost and carbon savings for their workplace.
