Is Green a Four-Letter Word?

We're bombarded every day with messages about the need to go 'green'.  We hear it from the media, from companies touting their new green products or services, from politicians, regulators and educators.  Most of us have no idea what to do with all this information; is it accurate, is it legitimate, is it posturing or just 'noise'?

Studies have shown that over 80% of Americans have made moves toward environmental responsibility, but among business leaders, our research shows that only 15% believe that allocating resources toward 'green' will provide an adequate return on investment.  In short, the belief is that it doesn't pay to go green.  In fact, if you sit around the coffee table with a group of businesspeople, particularly leaders of small businesses, and the talk turns to 'green', the conversation will usually be littered with more than a few expletives.  "We spent a fortune on that @%*#! green marketing campaign last year, and it was worthless." or  "that new environmental regulation is going to cost us a !#$@% fortune.....and for what?"  etc., etc.

For those of you who approach the subject differently, and have successfully embraced sustainable business practices, please feel free to stop reading.  For the rest, let's propose a different way of considering the value of green.

There are few words today that can illicit a stronger reaction than 'green'.  The emotional response to the word is usually irrational, and the effect is a shutting-down of productive dialogue.  Maybe it would help to replace the word Green (and all the negative connotations surrounding it), with the word Sustainable (and the lasting potential value that will be derived).  O.K., they're only words, but let's look at how 'sustainability' has value, and is worthy of your consideration and investment.

Your organization certainly has goals for financial growth and viability, but don't you also operate and account for the impact your operation will have on employees, customers, your community and the environment?  That's Sustainability- the equal consideration for ongoing financial viability, environmental responsibility and social justice.  The three-legged stool. None of them weighted more heavily than the other.  None of them operating in a vacuum.  All of them working together to produce an enduring, profitable, positive, sustainable enterprise.

Rush Limbaugh and Al Gore shout their conflicting opinions about all things 'green' across the airwaves.  If that stimulates conversation and debate (and argument), then great, but don't let either extreme become a polarizing roadblock.  It's not an issue of 'them' vs. 'us'.  Don't let the demagoguery keep you from understanding that the principles of sustainability can, and should, be shared and applied by you today. It's the productive, profitable, market-leading thing to do.  It's both good, and right.

Companies like Interface, Inc. did not embrace sustainability to win a marketing advantage, but their dedicated sustainable business has certainly produced a market advantage.  Reduced operating costs, productive capital investment, positive work environment, excellent employee retention, growing shareholder value, world-wide market leadership......... and, oh yea, by the way, also doing their share to keep a healthy environment for future generations.  It's the right thing to do, but it's also proving to be the productive thing to do. 

The word 'green' will probably always illicit four-letter responses from many.  So maybe it would help to just stop using it.  If business, government, and education would embrace sustainable practices, then every job would be a 'green' job, every business would be a 'green' business, and every household would enjoy a 'green' quality of life. 

It's time to put away our biases and embrace sustainability. That would be *&@#! awesome.