Green Business Awareness

Sustainable Business

The challenges faced by businesses today trying to Go Green are immense. We may innocently hope that the process is similar applying a fresh coat of paint.  It is not!  The task of Greening a business is often lightly planned, lightly accomplished, and the regular business of the company goes merrily on its way. The glaring issue is that environmentalism is progressive, not static. It is far too easy to fall into a “Token Green” belief that a little bit is good enough.

While we must acknowledge that every contribution, great or small, is valuable to the greater environmental issues; the immensity of the issue cannot be resolved by token Green efforts that do not carry through all needful parts of a Green business. Going Green, quite frankly, is a three to five year commitment! Even with that long-term commitment of a five year plan, the business must take proactive steps on a month-by-month schedule to reach a level of serious Greening.

If that shocks anyone, it reveals the poor perception of the immensity of this issue. There are hundreds of Green practices that must be gradually integrated into the daily operation. Business cannot be glib about the process. Greening any business is a substantial commitment that literally changes hundreds of simple and more complex activities of the daily operation. Therefore, rather than tackling the problem with the same vigor as the company might an inventory shortfall, it is very common to address the concern with superficial or token efforts that are thereafter promoted as a Green commitment.

The recent executive order #13514, gives any intelligent person a glimpse into the future. One clear mandate is the need to install a Green or Sustainability Office in the company. That Green Officer is going to be responsible to produce a sustainability plan for the business. As anyone can see from the executive order, the requirements go well beyond what most self-appointed Green companies offer.

Be aware that every business will eventually need a CSO (Chief Sustainability Officer) or CGO (Chief Green Officer) in the operation of the business.  The reason is that the progress and information required for an authentically Green business should not be a shallow effort.  The issues are real regardless of your opinion of global warming or diversion of your precious time.  The stress on world resources are immense. Even drinking water is deemed to be the next environmental crisis. We simply cannot continue consuming resources at an uncontrolled rate while providing band aids on gaping wounds.  We are quickly passing (or already have passed) the time of simple cures.

Green Officer training is now offered in a comprehensive program for any green officer via an incredible Internet curriculum.   If your company does not have the capacity or desire to train and install a Green Officer, it is a good investment to outsource the Green officer duty by seeking a Certified Green Officer.  One thing is clear, the day of “Easy Green” is passing, and the necessity to have a certified Green officer or certified Green consultant is upon us.

Sustainability Officer

One of the interesting concerns of the latest executive order (EO13514) is the call for improvement of the “fleet” in the overall sustainability plan for government agencies.  I strongly feel that this order is a basic template for what is going to be a growing mandate for all businesses.  I would compare this notice to the proverbial “Handwriting on the Wall” that warns each and every business of what is certainly about to fall on businesses everywhere.

What I find also interesting in the approximate 10 point outline of sustainable issues in this order, is the lack of suggestions to take a fleet into a more sustainable operation.  However, I have seen and heard a great number of ideas tossed about.  So, let me list for you the most likely items that will be included under the topic of a Green fleet program:

1. Maintenance and Tune Ups:  The administration continues to believe that well-tuned vehicles and properly inflated tires will cut billions of gallons of fuel from the general consumption.  Not many experts agree with the over-expectations of this tactic, but they do concede some savings will be realized.
2. GPS and Tracking Systems: The UPS and Fedex models have been an amazing lesson in efficiency and innovation.  The ability to better plan routes, consolidate deliveries, and localize vehicles for maximum affect is something that GPS, the Internet, and computerized services now offer.
3. Light and Smaller Trucks:  Efficiency is the basic rule here.  Therefore, the replacement vehicles need to be scaled to the demand.  This calls for flexibility and better strategies for vehicle use.
4. Washing Options:  Car washes are an example of heavy water use.  Newer facilities are recovering and recycling wash water, and using better techniques for washing vehicles with minimum water use.
5. Company cars:  The review of company car use is probably going to eventually fall under scrutiny as well.  It has tax implications as well as a lack of oversight.
6. Logistics and Carriers:  Trucking materials from coast to coast may be a poor investment.  Common carriers can consolidate shipping orders and move them to strategically located warehouses that fulfill orders.  Long distance hauling might be better handled by these logistic programs that minimize transportation and handling costs.
7. Alternative Fuels:  Ethanol and bio-diesel will be a positive option for Greener fleets.  We are left to speculate at battery and hydrogen powered vehicles that will hopefully make it to market.

As I have said many times before, sustainable businesses are often taking a piecemeal or patchwork approach to Going Green.  The need for a comprehensive approach to the Green or Sustainable business requires a more comprehensive plan.  It appears that the administration agrees with me, because one of the 10 points of this executive order was the requirement to install a Certified Sustainability Officer (CSO) or Green Officer (CGO) who is charged with producing a plan and submitting that plan to the Department of Energy (DOE) and Council of Environmental Quality (CEQ).  I take from this that every business will need a Sustainability or Green Officer and they will be required to have a Sustainability plan that will be annually scrutinized.

In light of the glaring realities that will eventually shine on all corporations and businesses, I suggest that now is the right time to get started with training and installing a Sustainability or Green Officer for your company.  Sustainability officer training can be best obtained at www.SustainabilityOfficerTraining.com.  If you wish to outsource this duty, we suggest the affordable services of a Certified Green Consultant working with the Green Business League.

By now we all know that washing our hands is an important part of disease prevention.  It has been all over the television, and yet there are still things that need to be understood about handwashing.   As this clip points out, the Ethyl alcohol can be dangerous if consumed.  Doesn’t this send a message about how Green we are when pushed a little.

Another note of interest is the bacterial soap is not any more effective than normal soap.  20 second of good handwashing is the best suggestion which is about the some length of time it takes to sing, “Twinkle, Twinkle Little Star.”  There is further concern about bacterial soap and the very real ability of bacteria to morph and develop immunities to any threat.  This is why doctors do not like to over-prescribe antibiotics.  They know that bacteria have a very unnerving way to mutating to something that they continue to see as a threat.

So, let’s get down to the simple stuff.  Wash your hands like your mother told you.  Use normal soap and water, and don’t be hasty.  If you want a really great kind of soap that comes from a very Green process, look into castile soap.  It is most often made from natural olive oil, its good for the skin, and doesn’t pollute.

Here’s my pique with the H1N1 mania.  Yes, it is a problem, and it could turn into a pandemic; but we do not have to the Green protocol in our daily operation.  The best solution is a proactive cleaning program that does not include the dangerous products like bleach, ammonia, and alcohol.  When school or business encounters a spreading infection, they call out the shock troops who come in a spray, slather, and scrub with some really awful chemicals.  At that point, all Green consideration is thrown out the door.  The problem is that there are reasonable and very Green ways to disinfect.

A massive cleaning project also misses the obvious.  These diseases came in from the community and enter the school and business.  The very next day after a major sanitizing project, the facility will be re-infected.   One of the first areas to examine iw whether the cleaning service is Green Clean Certified.  If not, they are playing at Green.  Secondly, take a trip to the janitorial closet and prepare yourself for a shock of unGreen products that you will find.  Most janitorial services are merely token Green at best, and need to step up their game.

During the infection cycle, increase the frequency of cleaning.  This need not be a whole building cleaning, but the regular cleaning of the “High Touch” areas, like: doornobs, light switches, the copy machine panel, keyboards, and countertops.  If the service isn’t able to do this, assign a person in your building to spot clean the prime contact areas with a Green product.

Be sure to use a microfiber cleaning cloth that is able to clean surfaces batter than any other cloth.  Also, make sure that employees are told to stay home if they are sick.  In this age of computer mobility, it seems reasonable that an employee can do some needful work right from home.  Everyone has a cell phone and an Internet connection.  If you have done the right thing and installed the paperless system in your business operation, the work at home idea is feasible and practical.

Inoculations and vaccines are helpful to break the cycle of disease as well.  Most every virus spreads from person to person.  Bacterial infections can spread by indirect contact.  Therefore, if a segment of the society is immunized from the pending virus, it forms a kind of firebreak to the encroachment of the target disease.  So, N1H1 is not an uncommon threat.  36,000 people die from the flu every year according to the CDC.  H1N1 presents an aggressive and fast-moving disease that could be a literal pandemic.  So, let’s get back to the basics and realize that the first line of defense is good sanitation processes.

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 abandon 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 they 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 are nearly large scale application.  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 en 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 recover, 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 you 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 talks 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 unfortunates 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 perspective 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 nationally 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.

Amidst a multi-national and international global economy, there is something to be said for buying from a business within a modest proximity of your operation.   Transportation costs are a hidden cost that is offset by reduced wages in another area, but what is the real impact of buying from low wage countries?  We are presently in a recession, and that recession has been made worse by rampant unemployment that has not been seen since the Great Depression.  A little common sense appreciation of our economic woes should bring us back to an old concept that deserves to be resurrected.  That concept is “Buy American.”

This is not easy, because every store and many of the most available products come from China, India, Mexico, and Taiwan.  We have, quite frankly, exported a lot of our manufacturing to countries who are more than happy to do the work and send it back to us.  Therefore, we have become more of a service and business nation that has less and less exportable goods, except for farm products and minerals.  It remains to be seen if what we still have to export will sustain us as we continue to become more of a debtor nation year after ignorant year.

With the rise of a new and Greener theme of Green Supply Chain, the government and business should realize that transporting goods across the globe and over thousands of miles is contrary to the environmental good.  Every mile of transportation requires energy, and the great majority of that energy comes from fossil fuels.  Simply stated, all that transportation adds millions of tons of carbon dioxide to the air.  Therefore, saving money by importing and transporting goods could be causing more carbon dioxide than if we made these items locally.

The other tragedy is that imported goods have left us without the diversity of employment that we used to enjoy.  When the financial sector failed, we lacked the stability to sustain our economy because the financial sector was such a huge portion of all our national economy.   Banking, the stock market, and real estate should not be our dominant businesses.  Diversity is a stabilizing factor for any economy.  Money is no good to any nation that lacks the basic commodities necessary for life.  Without the staples needed for daily life, inflation is the only expectation that people can expect because money is meaningless without some commodity that it can purchase.  Therefore, simple economics tells us that we must encourage the industries that produce products and employ people.

The many-fold benefits that we get back are the lowering of transportation costs, less CO2 emissions, and we will see more jobs that will drive the economy and pay taxes to reduce our national debt (hopefully).   Buying locally, has an unfortunate bypass value.  If you can’t find it locally, there is the expected allowance to buy it from “wherever.”   In the drive to reduce the global climate change issue of carbon dioxide emissions, we need to encourage and incentivize new businesses to produce things in America.

Now, let me add that there will be those suffering from the “Not in my back yard” (NiMBY) syndrome.  They do not want to despoil there community with manufacturing companies.  But wait a minute.  If this is a global issue, why is it okay to send these nasty programs to Mexico, India, China, or South America?  Instead of solving the problem and making it work right, is it okay to make these things outside of the U.S. and buy them back once they have been sanitized?

I support “Buy America,” and as hard as it is, I make the effort to find something that I can purchase that is made in the U.S.  The current status is a trend that is hard to reverse and will cost us more to accomplish than we might like.  But, there are some things that are just the right thing to do.  We cannot be purists about this matter, but we should be better than we have been.  Buy American and start the turning of the tide because the market is determined by the buyers, not the sellers.  If we create a demand, business will respond.  It may be with an American car.  And yes, I have bought a foreign car in my life, but that is something that I regret as I see American auto workers struggling with unemployment.  We have all bought the cheaper and more innovative products from other countries, but this is a habit that can be changes simply by looking a little hard at the tag and for the American option.

I believe that a Green world also means a Green America.  That Green America puts a preference and emphasis on buying locally, and buying American.  This concept is echoed by the EPA in their “Environmentally Preferred Purchasing” that asks that we buy from companies that promote Green principles.  Unfortunately, we can no longer tell which company is Green and which one is a Green pretender.  There is no standard, no auditing, and no certification of 98% of all businesses in our country.  Without a standard, Greenwashing and Green hype has flourished, and as the American consumer figures this out, their disappointment will be profound.  The sheer fact that more than 96% of all Green products on the shelves are Greenwashed, according to TerraPass, is shocking and stupid.  Isn’t it time that we got honest about environmental commitments?

The Green Business League is the largest certification program for Green businesses offering a an audited and certified Green business certification.  With more than 250 Certified Green Consultants nationwide, the Green Business League is a leader in what has been a poorly led effort.  Going Green as a business has often fallen prey to niche promotion, “Easy Green” websites offering their logo for a fee, and businesses who prefer the price of Greenwashing over Green certification.  Find a Certified Green Consultant in your community who will assist any business in a well-constructed process of Green business certification through the adoption of Green Practices.  The business need not own the building, as required by LEED, because Green Practices deal with the operation and how to run a Green program.

Has the combined power of a major recession, indications of global cooling, and the resignation of Van Jones sent a signal that the Green bubble has now burst?  It could be argued that our world will wobble a bit, but will return to a homeostasis that allows the hard-working people of the world to regain a sense of normalcy and reprieve.  Every issue has a kind of zenith that it hits that is followed by a more moderated cycle.  Just look at the charts of Wall Street and the Dow Jones average.  It seems that many huge issues have their trends and episodes of crisis and calm.

If there is any truth to the argument of declining environmental concern, it is both unfortunate and misleading.  Few people can read Thomas Friedman’s book, “Hot, Flat, and Crowded” and come away unconvinced.  The recession has produced a tight-fisted approach to spending by many companies, and that has frankly hurt the environmental cause.  Businesses, especially small to medium sized businesses, realized that surviving a recession meant holding onto every dime was the order of the day.  Therefore, Greening a business was deferred or turned into token Green efforts.

As the recession gives way to a better economy, the believe that we can start the return to business as usual brings along an artificial belief that the environmental issues will likewise pass in importance.  It will not!  Certain factors are already at work that will not pass like an ugly storm through the night.  World population is a constant issues with no reprieve in sight.  Our growing world population is compounded by an emerging multi-national middle class that demands more goods and resources.  So, regardless of your believe about climate change, the environmental will continue to impact our lives in major ways.

Walmart is a leader in environmental commitment.  Some believe that Walmart’s environmental is a smart marketing effort to defer the employee pay issues of the recent past.  Nonetheless, Walmart has found a winning issue here and set a tone that others must follow or be left in the dust.  Michael Dell of Dell computers has taken a similar tact hiring a bevy of Green advisers to move his company into a zero impact company over the next ten years.

T Boone Pickens has just mothballed $2 million of his hyped wind mills, but that was the result of miscalculation rather than environmental trend.  The car industry is now committed to building more sustainable cars, and school age children are being ardently taught to be serious environmentalists.  There is no possible way that environmental causes can be continually deferred into the future.  The time is now and the tipping point is happening in our generation.

The right response is to step up to the issue, and the recovering economy should provide new opportunity for moving forward with Green improvements.  Adding even more opportunity to the Greening process is the Green Business League’s program of Green Practices that provides a readily-accessible standard for any business to earn a nationally recognize Green business certification.

Every business can do the right thing and contribute to the larger solution of environmentalism.  The Green practices allows any company to accumulate points toward a Green business certification.  Since the environmental crisis is a universal problem, it requires universal participation.  While not everyone can own a LEED certified building, it is true that anyone can install Green practices and contribute to a massive, worldwide improvement campaign.  If you need help with installing Green practices in your business, contact a Certified Green Consultant from the Green Business League. Those wishing to roll up their sleeves and act as the Green Officer for their company should attend one the regionally offered Green Officer Training events.