Ben Wallace on the ‘Triple Bottom Line’ in B2B Marketing

Break Free B2B Interview with Ben Wallace

How does the air we breathe have an effect on the work we produce?

It’s not a query I’d contemplated very incessantly, till I had the alternative to speak with Ben Wallace for the newest episode of Break Free B2B. But it’s considered one of many concerns that got here to mild throughout his illuminating interview with TopRank Marketing President Susan Misukanis and myself.

As CEO of Link Positive, a clean-energy enterprise improvement service, and co-founder of soon-to-launch vitality optimization implementation startup Minify Energy, Ben consults firms about vitality efficiencies, lowering environmental footprint, and making a extra comfy workspace. As he explains, there are enterprise and advertising and marketing implications that go effectively past what is clear on the floor.

To illustrate this, he urges a spotlight on the “Triple Bottom Line”: Planet, Productivity, Profit. All three are intertwined, and they’re essential to the manner B2B organizations current themselves and succeed in the market as we speak and in the essential years forward, factoring local weather change and the values of recent generations defining the workforce.

Planet, Productivity, Profit: These parts make up the Triple Bottom Line, in line with @BenWallace. #BreakFreeB2B #SustainableBusiness Click To Tweet

In our wide-ranging dialog with him, Ben explores sustainability from many angles, together with the way it features as a advertising and marketing instrument, sensible methods to make enhancements, the concrete results on workers, and what the future holds.

Break Free B2B Interview with Ben Wallace

If you’re in testing a specific portion of the dialogue, you will discover a fast common define under, in addition to a number of excerpts that stood out to us.

  • 1:31 – Following in his father’s footsteps
  • three:27 – Moving from shopper items to B2B 
  • 10:50 – Shifting to constructing administration 
  • 12:11 – The affect of air high quality on cognitive potential
  • 16:56 – Equipping outdated constructing to fulfill new environmental challenges
  • 22:27 – Influencing worker well being if you don’t personal the constructing
  • 26:00 – The worth of inexperienced buildings
  • 28:45 – The final in user-centric constructing design
  • 29:55 – Sustainability as a advertising and marketing instrument
  • 32:55 – The function of compliance applications in sustainability
  • 34:20 – Focusing on sustainability as a company worth
  • 37:13 – Have we misplaced the battle towards local weather change?
  • 42:19 – Does your organization want a sustainability audit? 

Susan: Ben, may you discuss a little bit bit about an “aha” second which made you suppose you would assist make workplaces extra wholesome environments? 

Ben: The overwhelming majority of buildings on the market don’t have sensible sensing and controls in them—about 15 to 20% of the buildings have sensible controls, and it’s largely the class A high-rises for individuals who can afford it. But now, applied sciences are rising with low value sensors [such as] cloud compute—and the know-how is there, particularly with a few of these born in the cloud, born digital, firms, making it accessible and inexpensive for just about everybody. And, additionally bearing in mind that usability issue and making it simple and so it’s not as complicated to deploy … 

I believe the largest aha there … is occupant expertise.  And, wellness and indoor air high quality is considered one of the elements that has a big impact on your cognitive potential. And there’s CO 2 ranges … exterior they’re round 400-500 elements per million, however in a constructing, they’ll stand up particularly as persons are respiratory and also you get quite a lot of occupants in a constructing … You know, you discover you could be drained after lunch and blaming it on the pasta lunch you had, however when it’s very often the CO 2 ranges rising to a degree the place you’re actually extra torpid, and have much less cognitive potential. 

And so considered one of the massive issues that we noticed there was the correlation of indoor air high quality and productiveness. And there’s one thing referred to as the Cog Effect Study that Harvard has been working on for a number of years now that has proven 100% cognitive potential enchancment for inexperienced buildings which have higher indoor air high quality. 

And so the unhappy irony about that’s many colleges, for example, have actually poor air circulation … So the place the place you want the most cognitive potential in a studying setting is usually struggling the most are these with CO 2 ranges. And in order that was one thing that basically was dropped at mild. The individuals in the constructing which can be the final clients—your tenants, your workers and everybody else.

You could be drained after lunch and blaming it on the pasta you had, nevertheless it’s very often the CO 2 ranges rising to a degree the place you are extra torpid and have much less cognitive potential. — @BenWallace #Productivity #BreakFreeB2B Click To Tweet

Susan: How can businesses make extra sustainable selections?

Ben: You can take management of your waste stream and you recognize, give some upward strain to your property homeowners … And as effectively, fascinated about simply the sensible use of scheduling. I imply, there’s quite a lot of gear that runs 24/7 on the market and lights keep on. Buildings are the second-largest shopper of vitality after transportation in the US. HVAC and lighting makes up someplace between 40 and 60 p.c of that usually. 

So, there’s fairly a bit that may be finished with just a few sensible scheduling and sensible controls. … Start taking a look at some [energy-saving programs]. US GGBC is a superb useful resource for that, which is the Green Building Council. And the Department of Energy, which is the place the ENERGY STAR benchmarking program exists—fairly a little bit of sources accessible there … 

I believe you, as entrepreneurs, and as an company, you are able to do a number of issues. One, you possibly can select shoppers with that issue as effectively, simply as they’re taking a look at selecting you based mostly on that. Maybe take a look at those that are in the rising new vitality financial system and sustainability-oriented organizations. But I believe simply bringing that ahead as a lot as doable, realizing the elements from provide chain and renewable waste stream and highlighting what your workers are doing out in their properties and in their communities as effectively … Recognizing what you do collectively is one thing that you would simply carefully maintain observe of and take a look at how one can enhance your vitality effectivity and good company citizenship from a worldwide local weather perspective.

Susan: Can you converse to incorporating your sustainability efforts into firm values and model messaging? 

Ben: Absolutely. We’ve seen a good circulate of sustainability messaging over the years. There’s a interval of type of heavy greenwashing that was going on in the ‘80s, in the ‘90s. And so you’ve seen recycling applications and also you’ve seen a little bit little bit of vitality effectivity with ENERGY STAR merchandise and issues like that. But the sustainability and company citizenship story can get quite a bit larger …

It’s actually expanded and it’s increasingly more essential, well known as one thing particularly essential for us. They are typically thought-about the triple backside line advantages. You’ve acquired income and it’s undoubtedly good for income in case you’re saving vitality, saving on upkeep, getting a greater lease. You are making a extra productive setting—there’s an enormous set of layers of revenue alternative.

Really what we come again to a lot in that is: how is it supporting wellness and decreased absenteeism and, only a pleased productive workforce? But then the planet affect is the third “P” of that … There’s quite a lot of firms and states and cities which can be simply plowing forward with a path to 100% renewable or zero carbon footprint. And so it’s an extended haul to get there. But there are methods you can not solely get monetary savings and scale back your carbon and begin measuring … to get to internet zero over time—consuming much less vitality or producing extra vitality than you devour is definitely going to be constructive. There’s alternatives round that from a company perspective and roadmap that may align extra so with what cities and counties are doing. 

Stay tuned to the TopRank Marketing Blog and subscribe to our YouTube channel for extra Break Free B2B interviews. Here are a number of interviews to whet your urge for food:

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