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Corporate Counseling Associates Brings Expertise in Human Behavior to Help Companies Enhance Their Sustainability

New partnership helps HR consulting firm add environmental focus to its longtime social and economic work with clients

New York, NY (PRWEB) June 26, 2008 -- Sustainability is more of an imperative than ever for businesses, thanks to a number of converging forces. Companies are increasingly recognizing their social, economic and environmental impact on the world around them, and looking for ways to reduce waste and increase efficiency. At the same time, a growing insistence has emerged among customers and potential employees to work with companies that demonstrate this awareness.

In response, workforce consulting firm Corporate Counseling Associates is partnering with Jeana Wirtenberg & Associates and SKN Worldwide—renowned experts in the sustainability field—to help organizations initiate behavioral change to meet sustainability goals. The partnership is designed to provide clients a unique combination of business strategy and psychological expertise.

However, most sustainability initiatives will fail unless the people in these companies become aware of, and change, their unsustainable behavior.

Sustainability expands the definition of business success to include social, economic and environmental measures. Improving sustainability can not only enhance a company’s competitive advantage and employee retention, but also save money by reducing waste and inefficiency. CCA believes that workplace behavior change is necessary to accomplish such goals, through tools such as change management, coaching and training. Yet many organizations miss this critical human side of the equation.

“While consumers are busy buying hybrid cars and switching to compact fluorescent light bulbs, companies are realizing that sustainability is an essential competitive strategy for profitability, market share and being an employer of choice,” said Steve Salee, senior vice president of consultative services for CCA. “However, most sustainability initiatives will fail unless the people in these companies become aware of, and change, their unsustainable behavior.”

Under the new partnership, CCA recently hosted a discussion with Jeana Wirtenberg, Ph.D. and Bill Russell, co-authors of the forthcoming book, The Sustainable Enterprise Fieldbook: When It All Comes Together. The authors believe that HR plays a crucial role in helping organizations develop the needed qualities for sustainability: raising awareness of the “big picture,” and instilling environmental values across the workforce, from senior managers to front-line staff.

Since its inception, CCA has supported the social side of sustainability through its EAP services—which help organizations, employees and family members improve their health, well-being, and work-life balance—and a broad range of wellness programs, including training programs on workplace ethics and workplace respect.

Salee has authored a white paper on the subject, now available on the CCA website. The firm has also launched a wellness seminar entitled "The Environmentally Conscious Employee.”

“Working together, our firms bring clients a unique combination of sustainability, business strategy and psychological expertise necessary to make sustainability initiatives a lasting success,” Salee added.

To download’s Salee’s paper, visit: http://www.corporatecounseling.com/channels_new/news/white_papers.html

To learn more about Wirtenberg and Russell’s book, visit:
www.TheSustainableEnterpriseFieldbook.net

About Corporate Counseling Associates
Corporate Counseling Associates (CCA) started in 1984 with a passion for helping people, and remains committed to helping companies get the most from their workforce. CCA reduces business risk triggered by people issues. CCA’s key service offerings include EAP & Work/Life, Risk Mitigation, Learning and Organization Development and Human Capital Consulting. With more than 23 years of experience, CCA brings a full-time staff of industrial and clinical psychologists, social workers and counseling professionals to solve human capital-based business problems. CCA employs flexibility, agility and creative thinking to deliver high-impact performance results. For more information, call (212) 686-6827 or visit www.corporatecounseling.com.

Media Contact:
Georgia Critsimilios, Corporate Counseling Associates
212-686-6827
ghc(a)corporatecounseling.com

This press release was distributed through eMediawire by Human Resources Marketer (HR Marketer: www.HRmarketer.com) on behalf of the company listed above.

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