Why would a marketing firm become a member of a global non-profit whose vision is to maximize steel’s contribution to a sustainable society? Because it is the right thing to do.
If you know us ODEA-ites, you know we love to geek out about industries others often consider dull, like steel. We are proud to say we’ve had a steel client, or a few, on our roster for as long as we’ve been in business. We also wholeheartedly support organizations that emphasize the importance of ESG (environment, social and governance) pillars, which we believe are the lens consumers now use when deciding what products and services to buy. That is why we are proud to join the membership of ResponsibleSteel.
ResponsibleSteel is creating a global standard and certification program for the steel sector, ensuring businesses and consumers can be confident that the steel they use has been sourced and produced responsibly at every stage. Much like USGBC created its well-known LEED certification as a framework for certifying healthy, efficient, and cost-saving green buildings, ResponsibleSteel has developed sustainability certification for steel manufacturing. The organization created a multi-stakeholder forum to build trust and achieve consensus as together the group develops standards, certification and related tools to help drive positive change through the recognition and use of responsible steel.
As marketers, we have always believed it is vital companies live their brands. Now more than ever, consumers don’t only care about what you make, they care about how you make it. Words have a purpose and meaning, so it is past time to add definition and standards around terms like green steel or carbon-neutral steel. We are thrilled to be a part of ResponsibleSteel’s membership to help us continue to be the best possible advisors and marketers for our steel clients.