Growing a Green Corporation

Vital to Business Survival: Reading the Signs of Change | GreenBiz.com

What in the world is the next disruptive force?

Business leaders in every industry have a powerful interest in figuring out what the next big disruptive change will be. Will society move to e-books? Will voiceover IP dominate the telecommunications industry? Will CD collections be discarded in favor of digital?

Those are important issues, but they pale next to the real change that is coming. The clues to this change are literally all around us — in the air, under our feet and in our water. The single most important issue of our generation is not only threatening how we do business today, it is threatening our society, economy and health.

This looming issue is the environment.

Once a concern only for hippies and extremists, the environment has become a pressing issue for everyone living in our world today. In “Green to Gold: How Smart Companies Use Environmental Strategy to Innovate, Create Value and Build Competitive Advantage,” authors Daniel Esty and Andrew Winston write: “In today’s world, no company, big or small, operating locally or globally, in manufacturing or services can afford to ignore environmental issues.”

Some may argue about the causes of climate change and the role that humans play. But from a business perspective, there is no question that the environment is fast becoming a driving force behind public, governmental and economic activities around the world.

In short, the environment is the new musket.

trendwatching.com’s March 2009 Trend Briefing covering ECO-BOUNTY

  • trendwatching.com’s March 2009 Trend Briefing covering ECO-BOUNTY


    • ECO-BOUNTY
    • “ECO-BOUNTY refers to the numerous opportunities, both short and long term, for brands that participate in the epic quest for a sustainable society. Some of these opportunities exist despite the current recession, others are fueled by it, not in the least because of new rules and regulations. Downturn-obsessed brands who lose their eco-focus will find themselves left out in the cold when the global economy starts recovering.”

Trendwatching provides a great overview of the many different ways in which “sustainability” is becoming a good idea. Check out all the ideas.

Posted from Diigo. The rest of my favorite links are here.

Wikia Green

“Today we are formally inviting anyone who is interested and knowledgeable about ecological issues to join us in creating something that we hope will become a valuable resource for society,” said Jimmy Wales, Co-founder and Chairman of the board, Wikia, Inc. “As the whole notion of ‘going green’ has exploded, so too has the volume of related information floating around out there on the Internet. It has come to a point where, for the average person looking for tips on how to lead a more sustainable lifestyle, it can be somewhat difficult to know where to start and Wikia Green is looking to be just that place.”

Jimmy Wales Is Going All Green With Wikia Green « La Marguerite

ECO-ICONIC, ECO-EMBEDDED, ECO-BOOSTERS

Trendwatching writes about the eco-iconic wave of marketing. It provides one of the best reasons why Prius and products like that have an edge over other green products.

When applying this ever-wider embrace to green products and services, the shift looks somewhat like this: we’ve gone from ECO-UGLY (ugly, over-priced, low-performance, unsavory yet eco-friendly versions of the ‘real thing’) to ECO-CHIC (eco-friendly stuff that actually looks as nice and cool as the less sustainable originals) to now ECO-ICONIC:
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Well, just take a look around: a surprisingly high number of green products and services, imagined and designed in a distant past when green was seen as a compromise, still try to hide their sustainable superiority by looking as much like ‘normal’, ‘non-green’ products as possible.
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Now translate the above to the eco-sphere. To create eco-icons, creating a eco-friendly version of an existing product and sticking a ‘hybrid’ or green label on it may work in some cases, but will most likely prove problematic, as it will either be (literally) invisible, or will still be associated with the polluting version. The Volkswagen Golf Hybrid—more on that later—is a good example. Instead, the solution is to make it new, bold and above all, to make it look very different from existing non-green offerings. Like, yes, wait for it: the Prius. Want examples that aren’t as overused?
[..]
“While the current good intentions of corporations and consumers are helpful, serious eco-results will depend on making products and processes more sustainable without consumers even noticing it, and, if necessary, not leaving much room for consumers and companies to opt for less sustainable alternatives. Which will often mean forceful, if not painful, government intervention, or some serious corporate guts, or brilliantly smart design and thinking, if not all of those combined.
[..]
Think green buildings, or a ban on plastic bags or gas-guzzlers—anything that becomes truly embedded into daily life, and by default leaves no choice, no room for complacency.”
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Green buildings, cities and… nations. The rush is on: in April 2007, Norway, the world’s fifth largest oil exporter, stated that it was aiming to be carbon neutral by 2030, while Costa Rica aims for the same by 2021. California (practically a country by itself ;-) aims to cut emissions by 80% by 2050. Sweden claims it will be the first oil-free country in the world by 2020. And last but not least, in Iceland, 99.95% of all electricity used is already produced by green energy

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The Greenest Host

Sustainability as a Business Strategy was the title of my previous post. Well, The Greenest Host is a fine example of that.

Data centers are big consumers of energy around the world. There has been reports that the IT industry’s emissions are equivalent to the airline industry. Google has talked about bring about efficient data centers. Sun Microsystems has launched it’s eco-efficient data center design.

Now, Greenest Host comes out of a good idea to capture a green niche. According to the company, they have built a energy-efficient data center which is powered 100% by solar energy. Unlike their competitors who buy Renewable Energy Credits to offset their energy use, Greenest Host uses 100% clean energy.

In terms of branding, they have captured a piece of the consumers mind in the data center space. It needs to be seen how they will actually perform in the marketplace however, this is a really good green strategy which captures a growing Green niche.

Update: A little search suggests that there are other clean energy powered green hosts.

Japan and Innovation 25

Japan, the world’s second largest economy has been languishing for more than 15 years now. How do change this? How do you create a innovative Japan?

One project is the Innovation 25. Red Herring has some notes from Kiyoshi Kurokawa’s Powerpoint presentation.

One theme from the Innovation 25 is the big opportunity in environmental or sustainability.

Opportunities for Japan’s Innovation Strategy

Japan is known throughout the world for its strengths in manufacturing (in the broad sense of the term) and “environmental or green” technology such as that for clean energy. We need to further develop these strengths by offering these products and services to Asia and the world.

Society that Contributes Significantly to Resolving Global Environmental Issues

By 2025, innovation could see Japan become a society where:

-The public as well as the government and corporations make daily efforts to resolve environmental issues at the global level . These efforts will include radical reduction of the sources of global warming, efficient energy use, and waste and water management. Japan would lead the world by taking these initiatives.
-The public will be exposed to issues related to the natural environment and will take voluntary actions to save energy and implement the 3R’s (Re-use,Reduce and Recycle) in everyday life. For example, grade schools will provide children with opportunities to learn about the environment and energy use .
- Corporations will support such activities using multiple measures including paid-holidays for those undertaking such activities.
- Ongoing and ambitious efforts will establish Japan as a model of sustainability in the world. Abundant opportunities will be given to young people from Asia and elsewhere at universities and corporations in Japan so that they learn the skills to balance environmental, social and economic development in their home countries in a sustainable way.

Global Environmental Issues as a Driver for Economic Growth and International Contribution

Environmental and energy issues will increase in significance as efforts continue to promote world economic development. Clean energy, green technology, nanotechnology and biotechnology developed in Japan should serve as the main drivers for economic growth. This will provide Japan with an ideal opportunity to contribute to the resolution of these global issues.

Not only for Japan but for every country and company; sustainability provides a great new opportunity to solve some of the world’s problems and create huge new opportunities.

The Turnbull Saga

Continuing on an earlier story on the pulp mill in Tasmania, Cousins is coming with the following ad in the Environmental minister’s electorate of Wentworth.

Turnbull AdThe pulp mill is claimed by the company to be the ”greenest in the world”; however, the only cost-benefit analysis conducted showed that it would effect the wine and tourism industries in the Tamar Valley.

As the Age reports, now some 120 people are with Cousins including many big names.

The ad says:
“Is Malcolm Turnbull the Minister for the Environment or the Minister Against the Environment?” It says Mr Turnbull can insist on all voices being heard. “But will he? So many questions, so far no answers … Will Malcolm Turnbull insist that a proper public hearing be implemented before he decides on the building of one of the world’s largest pulp mills in Tasmania’s Tamar Valley?”

Green is Hot

Jupiter Research on the growing green trends.

Banking Green Online
One-fifth of the online population are so-called green financial services consumers, i.e., consumers would buy more financial products from institutions that are committed to protecting the environment. Among the five major banks included in the survey, Bank of America’s customers express the highest satisfaction with the bank’s environmental efforts. Other institutions should raise their green profiles by launching both image-enhancing and sales-supporting initiatives.

Green Grown-Ups

Green adults (21 percent of all online adults) skew older than average and are not necessarily affluent. They are also more engaged with user-generated content (UGC) than are overall online users. Marketers must understand their usage of this content to avoid misplaced campaigns.

Green Teens
Green teens (15 percent of online teens) are popular, engaged in school activities, and a little artsy. Music and entertainment programming and social media will appeal to them, and they’re likely to respond positively to online marketing.

Remember, you need to pay to access the research though.

Gunns, Cousins, Wood and Turnbull

Well, the story of the pulp mill proposed by Gunns in the state of Tasmania in Australia is the story of many names, environmental issues, political plots and cost-benefit analysis.

Starting with the names. Gunns is proposing the cleanest and greenest pulp mill in the world. Wood is the owner and millionaire founder of wotif.com; one of most successful internet travel site. Cousins was the politicial consultant to John Howard, the prime minister of Australia for a decade and is the Government-appointed member of the Telstra board. He also sits on big company boards like Seven Network and IAG. Turnbull is the $125 million  (2005, BRW) worth businessman turned Environmental minister of the Howard
government.

Gunns proposed a pulp mill in Tasmania which was fast tracked by the Premier of Tasmania and the Federal government along with the approval of the Labour opposition. With Labour losing 3 marginal seats in the 2004 election in Tasmania over its timber policy; current opposition leader Kevin Rudd was not ready to sacrifice the seats.

However, what changed in the entire game is the combination of big and small businessmen along with the Greens to campaign against the proposed Gunns mill.

Gunns is proposing to build the greenest pulp mill in the world in the beautiful Tamar Valley, north of the city of Launceston. I visited Tasmania last Christmas and Launceston is a beautiful town. Tasmania as a whole has one of the most well preserved natural beauty in Australia. And tourists like myself are a big growth industry.

As the Australian explains: While zoned industrial, the Long Reach site is on the Tamar Valley wine route, renowned for its world-class cool-climate wines and successful tourist industry built on fine food and quality produce.

With Cousins joining Wood and others in this campaign it is becoming one set of businessman against another busieness. And why is this happening?

However Tasmania’s peak wine group, Wine Industry Tasmania, which has a Gunns representative on its board, has bluntly warned the mill’s allowable emission of odours and air pollutants threaten to “devastate” the region’s 27 vineyards, visited by 150,000 tourists each year.

Tasmania’s peak fishing body, the Fishing Industry Council, has made similar dire predictions about northern rock lobster, abalone, scallop and shark fisheries if dioxins contaminate seafood stock.

Both industries are frantically lobbying Turnbull and the Upper House to ensure, at the very least, Gunns faces automatic fines and mill shutdown if it breaches the guidelines. But such controls appear absent from the state permit conditions.

Adding the 150,000 tourists who visit this area every year, this becomes a significant business issue for all those involved there. Interestingly, the only cost-benefit analysis conducted on the pulp mill has concluded negatively against the mill.

Gunns claims the mill, which will create 290 full-time jobs once fully operational, will add $6.7 billion, or 2.5 per cent to the Tasmanian economy and an additional $894 million in extra tax revenue between 2008 and 2030.

The roundtable assessment – the only cost-benefit study done on the project – concludes Gunns has double-counted the tax benefits and failed to show $847.3 million in subsidies to the project. It puts dollar figures on impacts predicted by the tourism and fishing industries and health impacts of emissions predicted by the Australian Medical Association.

“If you add up risks to health and other (local) industries, plus the costs and subsidies, the total is $3.3 billion,” it concludes. “On a range of realistic scenarios, the pulp mill project may cause an economic loss to the state. The proposed mill does not represent sustainable development for Tasmania.”

The entry of Cousins is significant in this as he is taking this to Turnbull’s marginal seat in the coming Federal elections in Sydney.

Yesterday he (Cousins) told The Australian that he and others planned a campaign in Mr Turnbull’s eastern Sydney seat of Wentworth to inform voters about the minister’s “total cop-out” in approving the mill, which he said would devastate Tasmania’s tourism industry.

“A number of us are looking very carefully at Malcolm Turnbull’s failure to handle this matter in what we think is the appropriate way,” Mr Cousins said.

A bigger story was published in the Telegragh which calls it “Paradise Razed”.

On the Australian island of Tasmania, primeval forests are being felled and then napalmed, protected species poisoned, and water sources contaminated with pesticide – all to satisfy a rapacious logging industry, and all with the blessing of the government. Richard Flanagan reports on an ongoing saga of greed, corruption, political cowardice and ecological catastrophe.

It needs to be seen what happens in the end, but with the fight between the big names out in the open it is a very different ecological campaign.