GREEN BUSINESS VIEWS

The economy continues to drag along with hopeful moments that hint at possible a recovery, but the fact is that nearly every segment of business has been impacted by this recession.  It is easy to fall into defensive attitude that is similar to a siege defense.  Just holding on during the time of trouble is seen by many as the only way to emerge after the storm has passed.  While this is not a business-as-usual cycle, it seems smart to lay the foundations for the recovery that surely must come.   The questions is what will that recovery look like?

Historically, recessions do not go on forever, and twelve to eighteen months seems like a protracted period for what is otherwise a nation anxious to do better and with resources to make a recovery happen.  Even though we are told that the recovery will be slow, frankly, no one knows.  After a period of “Doing Without,” the cycle might happen with a fervor that no economist might expect.  It seems odd indeed that savings by citizens are on the rise while spending is down.  That might be a good thing after all.

Also, there seems only two futures for us as a country.  It is to plunge into devastating depression or to move forward into a brighter future that we all desperately seek.  My money is on a brighter day for families and business.  Concerns about a confiscatory and over-controlling government has people scared and dubious of what has been a government that loves power more than the prosperity of its people.  Nonetheless, there is the collective and historic desire of Americans to work hard, do the necessary things, and return to its position as a world market leader.

The emerging business market will not be the same as the husk now left behind.   The day of “planned obsolescence” is over, and “convenience” must make room for the practical and pragmatic solutions.  The good news is that there are a lot more consumers out there.  In fact, the world as a whole is growing in its consumption.  That means that there is a fundamental vacuum of unmet expectations.  World population growth is both a threat to our world resources and an opportunity to be in a position to service that wanting market.  To do so, business cannot simple turn on the machinery and ramp up production.  Green ethical businesses must be in the formation process now.  The public will skew toward Green businesses that offer the services and products that they need, but they will be skeptical of any company attempting to greenwash its way into their hearts.

Business should know that health (the Green issue) and sustainability (the Blue issue) concerns are going to be big factors in the market as it returns.  It seems somewhat counter intuitive, but this is the time to strategically get your business act together, but please do not do it in a scant method.  Self-appointed Green businesses are going to be cache and wearisome.  Companies that pick up some little-known or locally-promoted Green certification will seem like lightweights.  Frankly, there are only a few good Green business certification out there.  LEED will certify the building, and Green Business League will certify the business.  Both are worthwhile pursuing, but he Green Business League has broader application and is far more affordable.

Thinking Green is not an innate talent.  So, the fact that a company has a Green commitment is usually somewhat short-sighted and limited.  One of the smart options is to get someone with the training and resources to guide the company into a realistic and reputable Green business status.   In this areas, there are two great options.  First, is to find a Certified Green Consultant (www.GreenConsultantDirectory.com) to provide a free assessment for Green business certification.  Secondly, train someone in your firm to be a Green Officer (www.GreenOfficerTraining.com).  Both of these programs work with the Green Business League 100 point system of certification.  In the end, your business will have  an honest Green business certification, and your business will be functioning in a Green manner.  The business will be a respectable Green business in the new market that we will all discover together.

During this interim period, there will be the design to piecemeal the Greening process by taking a little here and a little there.  While this seems more convenient or more affordable, the public is maturing about what Green really means.   Consumers will discern between the amateurs and the real professionals, and there will be a premium for authentically Green businesses.  There is already a loyal group of Green consumers who will travel an extra mile and pay an extra dollar for a Green product, and this group will grow.  As people understand the value and meaning of a Green business, they will seek out companies that mirror their values as well.

The new market will be a Greener market that will not long tolerate pretenders, piecemealers, and Green pretenders.   Therefore, any business that believes in a Greener future will be spending their dollars to earn a serious and nationally-respect Green business certification.   Like the stock market, people tend to buy when the market is high and excited, and they tend to sell when the market is low and sluggish.   Smart investors know that you “Buy low, and sell high.”   Right now is the time to buy into Green and make a solid and credible investment in what promises to be a boom market as we go forward.

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