The headlines about millennials are everywhere. They are money-obsessed. They have unrealistic salary expectations, and poor work ethic. They are selfish. They love selfies. They are less likely to work for the government or for a nonprofit group.
But is that the whole story?
Domtar doesn’t believe so. Yes, millennials can be aspirational and even materialistic. But research has shown that they are also interested in sustainability.
While young people spend a lot of time online, it isn’t all self-promotional. In fact, 69% have shared information about their favorite causes on Facebook, and 54% of millennials believe they’ll make a significant contribution to better the environment – and 76% think more highly of companies that help them support causes they are passionate about.
So what is the key to unlocking this passion? Create opportunities for employees to become champions. Hundreds of companies – from Walmart to Burt’s Bees to eBay – have launched employee engagement initiatives that focus on bettering the planet. That’s why in 2010 Domtar launched the EarthChoice Ambassadors program, which helps employees get involved in sustainable causes, both in and out of the office. The program’s first participants had a clear mission: to lead by example.
“The EarthChoice Ambassador program gives each employee an opportunity to play a pivotal role in Domtar’s sustainability story”, said Heather Stowe, Sustainability Engagement Manager, the driving force behind the group’s momentum.
Employees first focused on making small changes that could ladder up to larger initiatives. For example, in Fort Mill, South Carolina, ambassadors realized that employees were using almost 30,000 styrofoam cups every year, all of which were destined for landfill. To address the issue, they provided their coworkers with reusable cups. Similarly, plastic utensils were replaced with compostable, bio-based options.
The engagement effort has witnessed amazing success, growing from two chapters in 2010 to 15 chapters by 2014, with a formal commitment from management to expand the program to every facility by 2020. As the program expands, the impact is clear:
- In Ashdown, Arkansas, local schools were awarded over $15,000 in 2013 by participating in the mill’s school paper recycling program.
- In Windsor, Quebec, students plant over 5,000 trees every year with the help of Domtar employees.
- From North Carolina to Canada, electronic waste recycling events are ongoing, and have resulted in more than 500 pieces being collected in 2013.
While the EarthChoice Ambassador program is centered on driving realistic change, it is also designed to be aspirational. Each chapter has an average 20 members who receive special recognition for their participation. For example, each member of the inaugural teams received a personalized letter from Domtar CEO John Williams. Each member also has an EarthChoice Ambassador name plate to display in his or her work area. This philosophy is particularly appealing to millennials who are looking for ways to stand out and demonstrate their leadership skills.
By directly involving young people in its sustainability efforts, and recognizing those who go above and beyond, Domtar encourages employees to make a long-term investment in their careers. Today, this is a rarity, as 91% of millennials expect to stay in a job for less than three years. Young professionals view “job hopping” as a way to move quickly up the corporate ladder, and gain new experiences and skills along the way.
And the problem extends to all ages: 70% of American workers aren’t engaged in their work, according to a 2013 Gallup Study.
Disengagement costs the US approximately $500bn per year, creating a serious impact on a business’s bottom line. Engaged workers report greater productivity, higher profitability and less absenteeism than their counterparts. Therefore, to retain the best talent, companies can’t just provide a paycheck; they need to offer consistent opportunities for fulfillment.
To that end, Domtar marries employee engagement to the company’s larger push for sustainability. The EarthChoice Ambassadors program creates an opportunity to repeatedly communicate company values – and act on them.
This post was adopted from an article written for Conscious Connection. To find out more, read Domtar’s whitepaper on employee engagement.
Content on this page is provided by Domtar, a sponsor of the Vital Signs platform.
