Tips on Marketing Campus Sustainability

I ran across a recent blog post by Brad McAllister. Brad is a partner and managing director at WAP Sustainability. He is also an adjunct professor of Enterprise Sustainability at the Institute for Sustainable Practice at Lipscomb University and a member of the Climate Project. In his March 9th post, which appeared on the AASHE website, he offers some helpful ideas on how to communicate campus sustainability success stories.

You can find the full post at, but here is a summary of his key points:

Start with the basics and be positive.
Even if you have only taken small steps toward sustainability, celebrate and promote them.

Make your stories relevant your audience.
When speaking to audiences, don’t hesitate to use real-world examples, especially from your personal experience. People grasp concepts better when they are associated with true life stories.

Avoid “greenwashing.”
“Greenwashing” is the practice of exaggerating the eco-friendly benefits of a product or service. People who are committed to sustainability can spot eco spin marketing in an instant.

Don’t ignore social media
While some of us think email is still “really cool,” the fact is that the current student population has adopted new modes of receiving and accepting messages. Be sure these newer communication vehicles are a part of your marketing plan.

About Wilma

As G.E.T.'s Sustainable Products Manager, I have more than 15 years of experience managing quick serve and casual dining restaurant foodservice promotions. And what do I know about sustainability? Well, I read eco research, study best practices, and follow Mom’s example by reusing grocery bags and recycling cans. Like many of you, I am looking for ways to apply environmental research and eco-friendly best practices in our schools, companies, and communities. I'll share what I learn, and pass along some tips-- mine and others-- you can apply to your own "green" goals.
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