Looking for Jobs in Sustainability

I had the good fortune of participating in a joint career fair for UNC's Center for Sustainable Enterprise, and Duke's Center for the Advancement of Social Entrepreneurship. Plenty of jokes could be made here about the two schools coming together to host a career fair, but the reality is, in this economic climate there is strength in numbers.

There were lots of great companies at the event, and lots of very smart and eager students. I was interested to see what the two programs were doing to prepare the next round of MBAs for a very different career search...

Why is it so different this year? Well the obvious - companies aren't hiring MBAs like they were in the past: They tend to be much more expensive than an undergrad, less experience than an executive, and have more attitude about what they will and won't do (There was a great FedEx commercial on a few super bowls ago that was very poignant on the MBA 'tude). Also, many business students go into finance and investment banking - doesn't take an MBA to figure out why those numbers may be low this year. Third - and the reason I went - companies are trying to position themselves to be more competitive. More businesses are coming up around sustainability in renewable energy, socially responsible investment, affordable urban redevelopment, and sustainability consulting to name a few. There were definitely many more businesses represented at the career fair this year than two years ago. It was a positive sign to how much the industry has grown and the types of businesses doing a good job of integrating sustainability into their daily operations.

I wonder what this recession will do to the mindset that is often found in business programs. There is so much pressure and importance placed on salary and bonus structure that some students forgo the thought of balance. Wouldn't it be great if these businesses that are recruiting students focused on sustainability turned out to be the highly coveted jobs for the future?

In order for these sustainability-focused businesses to continue moving forward, it will be critical to fill the seats on their bus with eager, intelligent people who really GET sustainability and business. The old style of doing business is out. These firms will have to figure out a way to maintain their strategic advantage - not just through the services they offer, but also by keeping their companies attractive to top talent. Many times what these companies lack in top pay, they make up for in a fun, funky, and fulfilling place to work.

Anyway, I really enjoyed spending some time with the students and am looking forward to what the future holds. Good luck to all the 1st and 2nd years at both Fuqua and Kenan-Flagler business schools. It will be an interesting year.

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A New Era and the Passing of the Torch

Regardless of where you are on the span of politics, today was a momentous occasion in the history of our country. The inauguration of the first African-American President represents many changes in our culture. While the scars of racism will likely always be present on our history, Barack Obama and his administration will (hopefully) usher in a new era of inclusion, diversity, and an open mind. It's a new generation of government, and we can only hope this new style of thinking is just the cure we so desperately need.

With our economy and way of life falling apart around us, I think it will take fresh thinking and a new approach to pick up the pieces and put the 'picture' back together. I don't think the world has come to an end (despite what my b-school and investment banking friends tell me), but I do think the picture will look very different than it did two years ago (err, even before October 2008).

One can only hope that President Obama follows through on his promises for a new economy. We need something big to happen to get us out of this mess. IMHO, focusing on sustainability will have more longevity than the latest trend. People are looking for something new. They're looking for a broader approach to how our economy operates, and how we think about success. My hope for this new generation is we can begin to connect the dots and understand the inter-connectedness of the economy, environment, and each other. It shouldn't have to be a democratic or republican, liberal or conservative idea. Can't this be the new American idea?

The torch has been passed, and now the gauntlet is set for our new president. Best wishes, Mr. President! Wishing you a sustainable term in office.
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Transparency and Disclosure

In my day to day work, as well as in my personal life, I often read labels, search the web, and generally consume as much information about companies and products as any normal person could take. As a marketing professional, I particularly appreciate it when I'm given more information than not. I can't help but notice consistency in branding and messaging, and when a company changes their messaging ('who are they targeting with THAT ad?!').

A lot of what we know about companies comes from their transparency and disclosure - if that is missing, how are we supposed to know about all the great efforts? Are we supposed to trust companies on faith that they're doing the right thing if they aren't even going to the trouble of telling us?

With this sustainability shift we're experiencing, the companies that do a good job of communicating their efforts with their audience are more successful in making the sale or closing the deal. But it also needs to be consistent - from the company website to packaging.

Case in point: We're making minor renovations in our bathroom and wanted to find environmentally conscious shower curtains, rod, and liners. Did some research online and found some great options, but I wanted to see what I was buying before I made a purchase. In heading down to my local Bed Bath & Beyond, I noticed not only how scarce their in-store selection was (they had many options online), but what they carried under the veil of 'environmentally conscious' had ZERO information to back up the claim. I was hoping this was 100% recycled, or some other material than vinyl, but there was literally NO information on the packaging. Nothing explaining why or how, or even the content. I did notice it was made in China - what are the chances it's greenwashing? The liner went back on the shelf.

People crave more information on 'why' and 'how'. If you're not telling them what you're doing, you might as well not be doing anything as far as the point of sale goes. In this crazy age of sustainability, consumers need more information. Don't be afraid to shout it out (as long as it's true!). Don't be afraid to tell people that you recognize that your operation isn't perfect, but that you are making steps to improve it. Transparency and disclosure will win you more friends that are focused on sustainability - you will be criticized no matter what you do, but wouldn't you rather be rewarded for your efforts than to be put back on the shelf?

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