GREEN BUSINESS VIEWS

Posts Tagged ‘eco business’

In case you haven’t heard, President Obama has recently signed Executive Order 13514, which moves the Green issue several steps forward. This executive order is an extension of George Bush’s executive order 13423. While President George W. Bush issued executive order 13423 covering climate change issues, the significant difference between the Obama Executive Order on climate change and the previous one concerned the focus on the primary problem – greenhouse gas reduction. Agencies must now monitor and report their GHG output and comply with other environmental requirements. It must be noted that the order impacts government agencies, but can the same mandates for corporations in America be far behind?

Other notable inclusions are the requirements for a “Steering Committee” and a “Sustainability or Green Officer” to be installed. A casual reading of the executive order will reveal a few very interesting insights. Many of the demands are very reasonable. The use of duplex mode for printers, purchasing Energy Star equipment, and a reduction of our potable water. The tracking of Green House Gases (GHG) is yet another interesting step into a new pattern of operation.

Many may not be aware of a 2007 Supreme Court decision that required the EPA to regulate green house gases under the powers already vested with the EPA under the Clean Air Act. The little known fact is that the Cap and Trade legislation is not necessary because the basic tools needed for control of carbon emissions are already in place. EPA has been slow to step up to the plate on this because it is an immense new responsibility that still lacks guidelines and compliance regulations.

Some may feel satisfied that the new executive order applies only to government agencies, and such assurance is misleading. The stars are aligning for more invasive Green regulations. We will see the demand for Green buildings continue, but the recession is hurting this except in the governmental sector. What we are watching is the gradual movement to the inclusion of Green Practices. This is where the strength of the Green Business League comes into play. While others are focused on green house gases, carbon offsets, alternative power, and construction issues; the Green Business League has built one of the greatest field forces in the country with nearly 300 trained Certified Green Consultants nationally. Their mission is quite simply, Green Practices.

Green Practices are seen as a universal solution to a universal problem. A business need not own the building in order to earn a credible Certified Green Business status. By looking at the everyday practices of any kind of business, Green consultants identify hundreds of possible improvements in the daily operation. Every Green Practice is given a point value that can add up to enough points to earn the GBL Green business certification. Unlike so many other Green programs offered online, this certification is “Earned, not Bought” according to the requirements of the Green Business League.

Two issues will eventually begin to spread over to aspiring Green businesses. These issues are the installation of a Green committee and a Green Office whose task it is to prepare an honest Green plan for the company. Too often such committees resemble the same committee that planned the company picnic, and have possessed only marginal training for the task. It seems obvious that the Green officer or Green committee must move from a casual or low-impact effort to a serious part of every company’s operation. It doesn’t matter if the person is a Sustainability officer or Green officer, the all-too-clear message is that business must take the leadership in Green programming or face an increasing regulatory pressure.

Businesses can resolve the Green or Sustainability Officer problem in one of two creative and effective ways. Send your key inhouse person or persons to the Green Officer Training program that is offered as a broad scope environmental training program online. Or hire an outsourced expert as an economical way to have a high quality professional working with your company. Both options bring the added benefit of a comprehensive planning program that addresses all the concerns found in executive order 13514, and a few more. As this mandate goes from a voluntary issue to federal requirement on all businesses, your firm will already be in full compliance.

Businesses across America should make no mistake about the pressure that is coming to create certified Green businesses. We see it rising as a hot issue on the horizon, but we will soon be at high noon for Green compliance. The Obama administration does not care about the economic slow down. They are passing rules and using their clout to press their agenda into place. One thing is sure. It is best not to wait for these regulations to hit your business all at once. It is the smart move to get your Green program out of the greenwashing phase and into the Green practices program. The Green Business League is the best way to make this happen. Designate your Green officer right away, either by using the Green Officer Training program or by requesting the assistance of a Certified Green Consultant. In the end, we will all be winners, and your company will discover an unexpected benefit. All GBL trained personnel know how to make Green pay huge dividends. Going Green as a business is also a way to save a great deal of money, increase productivity, and create a great marketing opportunity. It is suggested that businesses lead, not follow, this Green revolution.

It may seem like a old idea, but it is still a good idea. Innovation is a hundred times better than governmental solutions. Proof of this has recently come across my desk as I reviewed the latest wind turbine ideas. A Massachusetts company called FlowDesign has recreated the problematic large-bladed wind turbine concept. This is proof of the fundamental idea that private industry needs encouragement rather than more regulation.

We might note that even the renown T Boone Pickens has all but abandoned the great wind turbine project that he so heartily championed a year ago. The good idea relied on the belief that these huge windmills would produce large amounts of “free energy.”  The cost of installation and the ongoing operational costs made this project unfeasible.  The late-arriving realization is that the huge windmills are costly, unsightly, and not very efficient.

I had long said that the windmill solution is the problem child of the alternative energy sector because it has so many downsides. Windmills can be noisy, visually unattractive, liability threats, and costly to install. Also, they do not work in light wind and cannot operate in high winds. This leaves a smaller window for energy production. Lastly, we must consider the actual energy conversion. Wind power, as much as we like the idea, is not as simple a solution as it sounds.

FlowDesign has adapted the traditional windmill to something that resembles jet engine technology. The unit is smaller, allows wider wind speed margins, and is more efficient in energy production. You have to ask why we spent so many million (or billions) on a solution that seems like a flashback to the Dutch windmill era?

The same question can be applied to the GFL bulb that has minute amounts of mercury in the bulb. We know that the disposal of millions of these bulbs creates yet another ecological hazard. The better solution seems to be the LED lights that have large scale applications in every lighting situtation. Organic LED adds greater reason to put this on the fast track for broad application.

Finally, I have to ask why are we still chasing ethanol from corn? The logic is quickly lost as we realize that it takes food out the of the system to generate fuel for our cars. The obvious genius of hydrogen power calls for a Manhattan-like project to make hydrogen cheap to produce. Thinking of fuel from water is simply too good to bypass.

As we face an energy crisis in the foreseeable future, the government’s penchant for throwing money at pet projects, pork barrel dead ends, and faulty ideas should stop. I advocate that the smart money should go to create tax incentives and funding for smart technology that will break the back of the the ugly issues threatening our livelihood on many levels. The current administration has already eclipsed the spending mania of past presidents. Congress has passed budgetary bills that had made our national debt a nightmare, and the public voice seems lost on those we voted into power. This frustration should lead to a mid-term election change where Americans will speaks their mind.

What is needed is not more regulation, taxation, and misguided solutions; but the smart kind of solutions that will take our country to the leaders of the Green technology and innovation. With the loss of manufacturing jobs and the large unemployment rate now hurting our economy, it is time to take a strong leadership position with great ideas that will make our country better, not poorer. I sincerely hope that we see more innovation like the ideas coming from FloDesign.

Any company looking to radically improve their Green IQ should work toward their Green business certification by contacting the Green Business League. If any firm wishes to send their in-house staff to Green Officer Training, consider an upcoming three day training event. In other words, let’s take on the challenge as smart business and do not wait for legislation to make a needful task into a loathsome and expensive burden.

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.

Presently, there is no universal standard for what makes a Green business.  In fact, there is a growing cacophony of niche groups trying to install their own version of a Green business certification regardless of the obvious misrepresentation.  City sponsored Green committees are now promoting Green programs that seem like good ideas but lack the scale for this challenge.  The Internet is filling up with Green business certification websites.  Corporations are launching Green programs that are patched together by ad hoc committees.  And, we hear of Green programs promoted by TV, radio, and a variety of commercial Green initiatives.

There are plenty of Green business seminars, a bevy of Green business books, and tons of articles filling our newspapers and magazines.  Yet, what is missing?   There is a need for a national, cohesive and comprehensive Green business model that will literally transcend all the rabble of good Green ideas.  Green business, in case you might have missed the difference, is not the same as building a Green building or buying someone’s Green product.  A Green business is how any business operates, and whether the business owns the building is not critical.

What are the ten best ideas for a Green business?  This will not be your average regurgitation of all-too-familiar Green ideas.  Rather, I feel that it is important to look beyond the superficial elements and talk about what should really matter, as any business hopes to install a Green program in its operation.

First, the Green business program must be holistic.  The present venue of Green programs are unfortunately niched into segments that are worthy but not a complete program.  Even sustainability programs lack the full view, since sustainability is primarily about how we manage our resources.  Other areas of health, pollution, and conservation are outside of a pure sustainable model.

Second, the Green business program must be nationally advanced.  Frankly, as meritorious as local programs are, the diversity of Green applications cannot work well in a national market.  The importance of a broad-based program that carries the same standard nationally is the only way to build a Green business certification that holds up when questioned.

Third, the Green Business program must have an achievement scale.  The Green Business League has a 100 point system for achievement.  While points can be acquired in a variety of ways, there is an infinite combination of Green Practices that allow any kind of business to participate in the program.

Fourth, the Green Business certification must be audited.  Without some validation of the Green Practices, the system is wide open to all kinds of abuse and misrepresentation.  Website certifications are notorious for selling their certifications without any true audit of performance.

Fifth, the Green business should be strenuous.  We find that Greenwashing is a near universal practice in the market right now, and standards must be more than superficial or even artificial.

Sixth, Green business certification must be progressive.  No one should think that a one-time fix is a forever solution.  It is not enough make an effort today and forget about the challenge for the other 364 days in the year.  Worse yet, there are businesses that ignore the fact that this is a subject that must be visited no less than once a year.

Seventh, installing a Green business program should not be an amateur effort.   The sheer size and scope of a true Green project is larger than a volunteer or single employee can master.  One of the realizations is that the planning for a Green business requires training like that found in the GBL Green Officer Training.

Eighth, Going Green need not be a negative investment.  Good planning for nearly any company has numerous benefits beyond the public relations or marketing value.  The Return on Investment can make Greening a business more profitable because the company is more efficient and has less waste.

Ninth, avoid the Easy Green programs that promise a Green certification that is too easy.  This invites abuse, which means that your company will be linked to companies that have little to no Green value.  This is a serious issue that deserves a serious response that is not found in the Easy Green programs.

Tenth, a Green business should make it a priority to buy goods and services from other Green businesses.  When asking your consumers to buy Green, there is an ethical obligation to bring similar requirements to the purchasing department.

These ten principles provide the starting point for the kind of Green Certification that should be sought for your company.  The real work lies in the adoption of Green Practices.  In the Green Business League system, every installed Green Practice has a point value.  Once validated via an audit by a Certified Green Consultant, the integrity of the process can be respected and honorably promoted to the public.  Anything less hurts the environmental cause, in that token efforts can be misrepresented as a serious Green effort.

There is one trend that seems to have enduring value. The environment is not an easily resolved concern, and climate change is an emerging issue that has long term implications.   Yet, there are those who seem to have hesitation about the true impact of these issues on their business.  Rather than embracing this as an opportunity, the default position is to go toward a “Token Green” or “Easy Green” status.  The lesson yet to be learned is that Going Green as a business shows leadership, integrity, and public concern. These are aspects of public perception that can be faked, but not for long.

Token Green refers to the rather universal tactic of doing only the minimum required to thereafter dub themselves a Green business.  Such timid efforts to represent a Green business on the most superficial efforts will eventually fall prey to the same embarrassment as the “Emperor’s New Clothes.”  It is adverse marketing to make claims as a Green business when the commitment level is about the same effort as planning the last company picnic. We are all familiar with the saged remark, “If its worth doing, its worth doing right!”  This is definitely true of the environmental issues of our day.  No business should claim to be a Green business using token Green tactics.  The need for an authentic Green business certification is the smart choice to curb abuse and misrepresentation by any good business.

Easy Green comes from the new and novel offerings that allow a business to gain a Green business logo from an amateur operation.  As a child, who hasn’t bought a plastic badge and pretended to be the sheriff?   What child hasn’t put on the shoes and clothes of their parents pretending to be “all grown up.”   Who of us hasn’t bought a watch or piece of jewelry thinking that these items have improved the opinion of others about who we are?  Buying your way into a program is not the same as earning your way to pubic respect.   Therefore, it seems basic intelligence to avoid the Easy Green programs and elect for something that has obvious merit.

The obvious choice for any business is to work toward an “Authentically Green Business.”  This authentic status means that Green is not superficial nor a one-time effort.  Such authenticity starts with the understanding that Green is progressive.  A serious program does not happen once or in sporadic efforts. It is a kind of behavior modification effort that pervades the total business operation.  The effort is not a token or an easy buy in.  The value is found in the willingness to demonstrate a whole-hearted commitment to become an authentically Green business.

The marketing aspect of an authentically Green business is obvious.  The Green business certification can be validated by audits, national standards, and an ongoing program of operational improvement.  The one program that offers this level of Green business certification that reflects a full scale commitment comes from the Green Business League.  This program provides professional guidance and nationwide recognized through more than 250 Certified Green Consultants.   Using a 100 point systems that is accomplished by the adoption of a variety of Green Practices to literally earn a Green business certification that is audited and honest.  That is something worthy of marketing and promoting to the consuming public.

Marketing, as we have been told, comes from an understanding of branding.  Building your company’s public reputation on Token Green or Easy Green efforts is an incredible mistake.  Knowing that there is a way to implement a Green program that can be validated and certified is the starting point for the Green marketing that will follow.  Once the foundation of the marketing plan is in place, a public relations campaign has the legs needed to gain public support and loyalty.