The Green Guerilla: Tactics for Leading Green from the Middle
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The Green Guerilla: Tactics for Leading Green from the Middle. ISSP 2013 Conference, Chicago, IL May 9, 2013. Presented by: Jacqueline Drumheller , CHMM. Agenda. About Alaska Air Group History/Background of CSR efforts Environmental Impacts Problem Statement

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The Green Guerilla: Tactics for Leading Green from the Middle

ISSP 2013 Conference, Chicago, IL

May 9, 2013

Presented by: Jacqueline Drumheller, CHMM


Agenda
Agenda Middle

  • About Alaska Air Group

  • History/Background of CSR efforts

  • Environmental Impacts

  • Problem Statement

  • Ten Lessons Learned: Leading Green From the Middle


  • ~17 Middlemillion passengers/yr.

  • 9,600 employees

  • 117 aircraft

  • 60+ cities served

  • 400 daily departures

Atlanta

Houston

  • ~7 million passengers/yr.

  • 3,100 employees

  • 58 aircraft

  • 40+ cities served

  • 390 daily departures


Aag environmental program
AAG Environmental Program Middle

  • Staff of 3.6 FTEs (2.6 Managers, 1 Director)

  • Report to Managing Director of Security in Legal Division

  • Responsible for compliance with environmental regulations at ~100 locations

  • Supports both Alaska (AS) and Horizon (QX)



Problem statement
Problem Statement Middle

  • How do I get the company to embrace sustainability and move beyond compliance?

    • How do I get upper management’s buy-in?

    • What actions can I take to prove the value of a sustainability program?

    • How can I get more FTE’s in the Environmental Affairs Department?

    • How can I make sustainability my job?


Leading green from the middle

I just can't believe that we can put polar bears on our marketing materials, but yet we do nothing to save them!

Someone (gasp!)… please call security…

Leading Green from the Middle


Lesson 1
Lesson #1: marketing materials, but yet we do nothing to save them!

Youneed a changeagent


Lesson 2
Lesson #2: marketing materials, but yet we do nothing to save them!

Start Reading


The road map
The Road Map marketing materials, but yet we do nothing to save them!

Change Agent

Gather like-minded people

Form Voluntary Green Team

Gather Up line Support

Form a Steering Committee

Processes & Methods for Improvement, Institution-alizing Systems, & Monitoring

Metrics & Targets

Methods for setting priorities

Policy Statement & Commit-ment

Corporate – wide initiative


Lesson 3
Lesson #3: marketing materials, but yet we do nothing to save them!

Speak Their Language


Lesson 4
Lesson #4: marketing materials, but yet we do nothing to save them!

Don't Ask for Permission


Lesson 5
Lesson #5: marketing materials, but yet we do nothing to save them!

Make Friends


Lesson 6 use this word
Lesson #6: Use this word: marketing materials, but yet we do nothing to save them!


Lesson 7
Lesson #7: marketing materials, but yet we do nothing to save them!

Tackle the Metrics


Metrics matter
Metrics Matter!! marketing materials, but yet we do nothing to save them!

AS & QX recycle enough aluminum every year to build 3 new 737s

  • Management buy-in enhanced by:

    • Media attention

    • Metrics + METRICS + MORE METRICS

    • Successful projects

    • What are other airlines doing?


Aag s carbon footprint
AAG’s Carbon Footprint marketing materials, but yet we do nothing to save them!


Metrics metrics metrics
Metrics, Metrics, Metrics! marketing materials, but yet we do nothing to save them!

Horizon Recycling: 2009

  • Calculate the enterprise-wide carbon footprint

  • Measure the waste

  • Capture data about successful projects, even if they’re not originally designed to be “green”

  • Take pictures

  • Make graphs


Lesson 8
Lesson #8: marketing materials, but yet we do nothing to save them!

Relentless Communication


Keep the buzz going
Keep the Buzz Going marketing materials, but yet we do nothing to save them!

  • Emails

  • Internal newsletters

  • Internal meetings

  • Guest Speakers

  • Special Events

  • Green Team Parties

  • Brown Bag Seminars

  • External Website

  • Annual/biennial Report


http://www.alaskaair.com/as/www2/company/csr/corporate-social-responsibility.asphttp://www.alaskaair.com/as/www2/company/csr/corporate-social-responsibility.asp


Alaskaair.com >About UShttp://www.alaskaair.com/as/www2/company/csr/corporate-social-responsibility.asp


Lesson 9
Lesson #9:http://www.alaskaair.com/as/www2/company/csr/corporate-social-responsibility.asp

Embrace Resourcefulness


Lesson 10
Lesson #10:http://www.alaskaair.com/as/www2/company/csr/corporate-social-responsibility.asp

(and give it too)

Get

Recognition


And finally
And Finally:http://www.alaskaair.com/as/www2/company/csr/corporate-social-responsibility.asp

It’s Great Exercise

Even if it looks like you have nothing to show for it, you’ll feel better afterwards.


The end
The ENDhttp://www.alaskaair.com/as/www2/company/csr/corporate-social-responsibility.asp

Thank you!

  • Parting thought: If all passengers on US domestic flights packed 5 pounds less, it would save 64 million gallons of jet fuel each year and have a climate impact equivalent to grounding all domestic flights for 3 days, or shutting down all the dirty power plants in the US for 4 hours.


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