Profitability Statement

Going Green, Making Green

Like diversity, pro bono work, and other forms of corporate social responsibility, embracing sustainable business practices is not just the right thing to do – it is also good business. The perceived value your green practices offer to clients, employees, and recruits can play a major role in building customer and employee loyalty, differentiate your firm from competitors, and have a positive impact on the bottom line.

Trust is an integral part of successful branding, and going green builds trust between the public and your firm. The positive associations clients, employees, and prospective hires make with the firm’s green practices can build customer loyalty and help you retain and recruit the best and brightest in the field. Sharing values with your clients separates you from the competition and makes easier the prospect’s decision to hire your firm. Sharing values with employees and recruits, particularly recent graduates who came of age at the height of the green movement, encourages them to choose your firm over those without a comprehensive green initiative.

Today’s consumers want their purchases, from the hybrid car they drive to the organic cotton they wear, to be representative of their values. According to a recent report by branding and integrated marketing firm BBMG, nearly 90% of American consumers would choose a product from an environmentally friendly company if it cost the same as its alternative, while another survey shows that 12% would pay more for greener products. An environmentally responsible consumer will also want to hire a law firm that caters to his or her social values.

Whether your firm is well on its way to being certified as a green business or is just starting to adopt green practices, understanding the potential of sustainability as a business strategy is key.  While it is true that a commitment to going green may require the firm to make an up-front financial investment, many initiatives require little or no investment, and some can even save the firm money. From creating a green business practice group to reducing waste by printing on both sides of paper, there are many ways, big and small, for law firms to combine smart business and responsible actions. To achieve success, green efforts should be integrated into every department within the firm and employees should be encouraged to recommend and undertake new initiatives. 

Reducing paper waste is the first place any law firm can begin its green initiatives. The legal profession is the biggest user of paper in the United States, so much so that the American Bar Association teamed up with the Environmental Protection agency to design the Law Office Climate Challenge, a program that encourages law offices to implement best practices for office paper management. Reducing paper waste is not only good for the environment, but it is also simple, measurable way for law firms to improve business efficiency and reduce costs.

But do not get so caught up in going green that you cross the fine line of “greenwashing.” Overstating your green credentials can put you on the defensive. Make sure your efforts are real, ongoing and well documented. Act first, communicate later. If green becomes a part of your firm’s brand, you must maintain the trust your stakeholders demand from your brand – and that means building a genuine green culture. Remember that sustainable business practices are a journey, not a destination.