Sustainability vs. Green

I have had the same conversation with several different folks over the last week about the difference between what people refer to as 'green' and confusing that with 'sustainability'. Without getting judgmental, I wanted to point out a few differences...

'Green' has hit the mainstream. I am seeing more green products in stores, have heard of new 'green' awards in the local area. NBC even did a 'Green is Universal' week where they discussed different topics, brought attention to global climate change, and even had snippets of tips during programming. I am happy to see this topic moving to the forefront. But let's take a moment to understand that we are being shortsighted in our excitement about one-off projects without realizing the full commitment of sustainability.

Sustainability addresses three areas - people, profits, and planet. Everyone understands profits and more folks are beginning to understand the environmental piece. But how do 'people' fit into the equation? There is a human element that needs to be on the table for these discussions. How are you looking out for your employees? Do you have programs that encourage healthy activities? Do you have a community outreach (CSR) plan to give back to local charities (volunteering as well as donations)? Does your purchasing plan have a local business requirement where you are buying goods and services from local businesses when possible? How about a MWBE goal (e.g. 15% of purchasing will come from minority or woman-owned businesses)?

You see, sustainability isn't about an individual project. It is thinking about how your operations impact all three areas in everything it does - integrating this concept into the operations of the firm. When people realize how much change is involved, it can be overwhelming at first.

So, how do you accomplish such large goals? If you start by giving everyone a seat at the table, you've made your first big step. Top-down leadership is a sure way to make sure everyone is listening (another big step).

I would say what comes out of these two is where you begin to realize the energy in your organization. When you empower employees at all levels to make a difference, you'd be surprised at the creativity, idea sharing, and the power you can harness by getting more people involved. You have to challenge this group to seek out ways the company can address the big three - people, profits, and planet. The environmental choice does not have to be mutually exclusive of profits, and if you get your people happy, healthy, and fulfilled, you will likely see that feed into productivity gains.

Once you have the buy-in, leadership, and seats filled with people eager to make change, you will be well on your way to integrating sustainability into the operations of your firm. No longer will you have one-off projects. Sustainability is addictive; a constant challenge to improve; and it does not take long to begin to ask the question with each decision (is this the most sustainable option?).

We can talk details in another post. I just wanted share some of the misunderstandings I've been hearing lately. Companies that embrace the idea of putting together this engine will see how they can evolve their company from the inside. These changes make your company more attractive to the best and brightest employees - don't forsake the future for more profit today.

So, please make sure you identify green projects appropriately. If it's not integrated into your firm, it's not sustainability - It's just green. That's okay because baby steps sometimes lead the way. As long as you are trying, you are in a much better boat than companies that don't care to even ask the question.