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.
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Congratulations 2008 Sustainable NC Award Winners!

In case you missed it, the Sustainable NC Awards ceremony was on Monday at the Raleigh Convention Center. It was a great event that capped off a day of workshops and a product expo (in conjunction with the AASHE conference).

I'm a big fan of this award because nominees were required to provide metrics and PROOF that what they are putting on the application is 1. true, 2. is part of the operations of the firm and not just a PR stunt, and 3. has leadership at the executive level. Thank you to Sustainable NC for raising the bar for sustainability awards. 

This year’s winners were:

• Green Planet Catering (Raleigh) received the Entrepreneurship Award recognized demonstrating a positive impact on their employees, community and environment.
  
• Proximity Hotel (Greensboro) received the Innovation Award for demonstrating new cutting edge technologies and a business model that address social and/or environmental issues in a meaningful way.
  
• The Biltmore Company (Asheville) received the Triple Bottom Line Award for its initiative demonstrating the successful integration of all three aspects of sustainability – social, environmental and economic.
  
• The US Navy Fleet Readiness Center East (Cherry Point) received the Greater Good Award for its initiative demonstrating leadership in promoting and enabling sustainable practices in the state.
  

Sustainable North Carolina also honored five individuals for outstanding achievements in promoting social responsibility and environmental stewardship in business. This prestigious list includes Dennis Quaintance, Richard Deming, Marc Dreyfors and Mary Katherine Williams, and Courtney Lorenz. 

Congratulations to all the winners as well as those nominated. There was an impressive line up of companies and organizations that made it to the final round. Sustainable NC received 50 applications for the awards, making this a competitive award. I learned a lot about the great companies that are right here in our back yard.

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Sustainability NC Awards

Monday, November 10th is the 7th annual Sustainable NC awards to celebrate local companies that have demonstrated leadership in integrating sustainability into their business model - both social responsibility and reducing their environmental impact. Appropriately, the awards will be held at Raleigh Convention Center, the state's first LEED Silver (pending) convention center.

There are four categories of awards: Triple Bottom Line, Innovation, Entrepreneurship, and the Greater Good. According to the description of the awards, applicants are scored on criteria including measurable results, commitment of leadership, and the potential for broader positive impact in the state and beyond.

To learn more about the awards, or to attend the event, go to http://sustainnc.org/public/awards

There are a lot of great companies doing great things here in North Carolina. If you can't make it to the ceremony, be sure to check out the award winners on November 11th.
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Green office supplies - a business case

Did you know that Office Max has green office supplies? In 2008, Office Max partnered with TerraCycle to provide office and school supplies with recycled materials. TerraCycle specializes in reducing the planet's waste stream by developing eco-friendly manufacturing processes for a wide range (and ever-expanding) line of products. 

The company started with green cleaners and eco-friendly lawn/plant products. After identifying the opportunity in the office supply market, TerraCycle moved in through a strategic partnership with Office Max...

In one stop, I was able to get everything I needed for my expanding business. Here are a few of the interesting items I found from Terracycle:
- 100% recycled pocket folders
- Corn plastic and paper pens
- Eco-binders: 100% recycled paper and 90% recycled steel - they will also collect your used products to be reused in their manufacturing process
- TerraCycle E-Waste trash can: 100% recycled plastic trashcan made from crushed computers and other waste that would have otherwise gone to the landfill (yay!)
- 100% recycled dividers
- Cork board (made from wine corks)
- Tree-free paper (made from your choice of coffee leaves, banana peels, or straw)
- Computer bag made from billboard vinyl with a seatbelt strap

Other green materials offered by Office Max:
- 100% recycled copy paper
- 30% recycled paper of all types
- 95% and 100% recycled hanging folders
- Recycled content file folders
- Recycled content daily calendars (one even had a list of 'ingredients' highlighting the recycled materials)

Needless to say I made a few purchases. Surprisingly, many times the eco-friendly choice was pennies more than the traditional version. I don't propose making purchases that don't make sense for your business, but for me any added expense is more of an investment. If I'm going to tell other companies how to be more eco-friendly, then I'd better make those same choices.

The fact that Office Max has decided to offer these products to the mass market is an indication that there is demand in the marketplace. As people purchase these items more manufacturers will rush to meet that demand for recycled content products. As the supply increases, the price will drop. The argument of eco-friendly decisions being more expensive will be removed from the conversation. Not only is this helping to develop an industry, it provides an opportunity for manufacturers and retailers to capture a new market.

I am really impressed with TerraCycle and hope to use more of their products over time. The firm is actually developing a market for the materials they use in their products. Instead of purchasing the raw materials for their products, TerraCycle incentivizes people to collect the materials for re-sale to the company. Through an elaborate (yet simple) collection program, the company can draw attention to recycling and recycled products, increase their collection capacity, and divert tons of waste from the landfill. I call that a win-win-win...

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