Many businesses such as digital marketing companies jump on the green bandwagon by following sustainability guidelines in an effort to attract more clients, but this does not always work. For a start, adopting environmentally friendly practices – while often simple – does take at least some effort. If you are only doing it to get more customers and this doesn’t happen in a way you can quantify you’ll lose interest. Once that happens employees cannot be expected to get behind you.
It is important to have at least some enthusiasm for the concept rather than just for the results in terms of the bottom line. People don’t like to change the way they do things unless there is a good reason that they can agree is important. While employees may be mildly interested in your bottom line they are often more interested in their own, or in the way any change will affect them personally.