Companies jumping on Earth Day wagon
Experts warn some businesses are not very environmental
By Janis Mara, BUSINESS WRITER
Article Last Updated: 04/21/2007 02:35:52 AM PDT
Green is blue, politically speaking, but even Republican Gov. Arnold Schwarzenegger says green is sexy. And if the ever-growing list of companies jumping on the bandwagon is any indication, green is good marketing.
As environmental activism becomes more mainstream and Earth Day approaches Sunday, businesses throughout the Bay Area are trumpeting their involvement in eco-friendly ventures this weekend — a move that can be a win-win all around, but can also backfire if not handled correctly, experts say.
"Participating in Earth Day is a way for companies to get their name out there," said Diane Osgood of Business for Social Responsibility in San Francisco. "It can get them publicity because right now green is in. Green is the new black."
But, she cautioned, "This is not fashion." In order to succeed with this strategy, companies must have a track record of environmental responsibility.
Kellie McElhaney, executive director of the Center for Responsible Business at the University of California, Berkeley, agreed, saying, "For any company to put up a big media display about Earth Day and not have a progressive environmental strategy is unwise."
The good news: The Bay Area has plenty of companies that not only talk the talk, but walk the walk.
San Francisco-based Pacific Gas & Electric Co., formerly troubled with financial woes brought on by California's 2000-2001 energy crisis, now seems to be trying to green the entire Bay Area single-handedly.
The utility has blanketed San Francisco with lime-green posters reading "Let's green this city," is investing heavily in alternative energy sources such as solar and wind energy, has committed $1 billion over the next three years to energy-efficiency programs, and has the fourth-largest alternative fuel fleet of any utility in the country.
Not surprisingly, PG&E is going all out for Earth Day. The company is granting $155,000 to the California State Parks Foundation to fund restoration and more than 1,000 PG&E employees are volunteering for cleanup at 16 state and community parks in Northern and Central California.
"Our employees are eager to volunteer for Earth Day," said Paul Moreno of PG&E. "It promotes goodwill in the community and with employees as well."
Echoing Moreno's theme, Roxie Vogt, Pleasanton-based Shaklee Corp.'s vice president of human resources, said the company's Earth Day project — in which volunteers helped build an Oakland house with Habitat for Humanity beginning Thursday — brought employees together.
Vogt, who had never wielded a hammer in her life, said, "We all got to pound nails and put in walls. It was pretty amazing."
Sixty employees of the company, which manufactures and distributes products including vitamins, cosmetics and environmentally friendly cleaning products, helped build a house on Edes Avenue, complete with a solar roof. The company also donated six trees and $10,000 to the nonprofit builder.
Shaklee, founded in 1956 and associated with the crunchy granola movement, is so green it makes your teeth hurt.
Its headquarters is a green building with sustainable wood floors; the company's cleaning products were biodegradable back in the 1960s; and Shaklee claims to be the first company to obtain carbon neutral certification.
Another longtime environmental advocate is the Organic Coffee Co., a division of San Leandro's Rogers Family Co. The company called for a "Think Before You Drink" Earth Day campaign, urging consumers to choose shade-grown coffee that won't contribute to the decimation of rain forests.
Novato-based Fireman's Fund Insurance Co. is promoting the green building movement in a more basic way. The company offers an insurance policy specifically for green commercial buildings. Existing green buildings get a credit on their insurance — "their buildings are safer and better," said product director David Cohen.
For Earth Day, the company is conducting a campaign on its employee Web site with tips on how to go green.
This practically stealth-level campaign is similar to the low-key activities of Emeryville-based Peet's Coffee & Tea Inc.
"Peet's is doing it very quietly, but they are co-sponsoring 'Penguins in the Park Day,' said Osgood of Business for Social Responsibility. Originally planned for Earth Day, the event will include a free screening of "Happy Feet" in San Francisco's Dolores Park. Because of predicted rain, the event has been postponed, with June 2 or 9 currently under consideration.
"Part of Peet's focus is being a good neighbor, so this fits right in with their philosophy," Osgood said. "Sometimes you see companies doing things that don't make sense for them. But this is a good example."
At first blush, Oracle Corp. might not be the most likely company to come to mind in the green arena. But volunteers from the Redwood Shores-based global enterprise software company have been doing beach cleanup with the California Coastal Commission for 17 years, according to Rosalie Gann, its director of global corporate citizenship. Some 7,000 Oracle employees have participated in cleanups.
Also, "On Earth Day, we have supported the California State Parks Foundation since 1998 with cash grants and volunteers," she said. "Our employees love it."
The company has contributed $50,000 to Earth Day via a community impact grant over two years.
Many people have experienced the torrent of paperwork that descends when you're buying a house — probably enough to chew up an entire tree. Stewart Title, which has offices throughout the Bay Area, has an electronic real estate closing program that saves an estimated 150 to 200 pages of paper for new purchases and 100 to 150 pages for refinances.
And just as an additional incentive to participate in Earth Day activities, Clif Bar & Co., the Berkeley-based energy bar company, is donating 4,500 bars for Earth Day to California State Parks, where volunteers will help with park cleanups.
Clif Bar, started by a Berkeley cycling and outdoor enthusiast, is another company that walks (and cycles and skateboards) its talk, giving employees cash incentives to buy alternative vehicles such as hybrids and rewarding other energy-saving commute approaches.
"California is an amazing source of innovation. We have brought lots of change to the world, and now it's with regard to the environment," Osgood said. "It's exciting to be based in the Bay Area and not surprising that so many Bay Area companies are so progressive
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