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HSBC

Every successful business harnesses the power of great service. But when you’re a service business, staff engagement is make or break. HSBC understood the centrality of its staff in delivering on the intent of an award-winning, and highly-successful marketing campaign, ‘There’s No Small Change’.

There’s No Small Change

HSBC has always prided itself on its ‘green credentials’. It was the first major bank to declare itself carbon neutral in 2005; it has been voted “Green Power Partner of the Year” by both the Environmental Protection Agency and the U.S. Department of Energy; and has invested at least fifty million in eco-partnerships.

“We recognize that we have an opportunity to help the people we serve adjust their own behavior to make a difference. Our ‘There’s No Small Change’ campaign takes this concept to local communities, providing our customers with the tools they need to make a difference.”

Kevin R. Martin
Head of Marketing
HSBC USA

HSBC’s ‘There’s No Small Change’ marketing campaign, which encouraged customers to do small things that would reduce their footprint and promoted online billing and accounts, was a continuation of ‘the world’s local bank’s’ environmentally-friendly stance.

But HSBC’s commitment to the concept was more than skin deep. Beyond the marketing campaign lay a comprehensive program to engage and activate the staff of two thousand branches across the United States. HSBC created a branch playbook that offered ideas to minimize environmental impact. They also began an employee environmental education program, and encouraged ideas initiated at branch level.

When you’re in the service business, your people determine the quality of your offering. And when you run a campaign like ‘There’s No Small Change’, you better be sure you exemplify the behavior you’re encouraging in others. ‘There’s No Small Change’ was the winner of an inaugural Green Effie Award in 2008.

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