Green Options

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A new report from Arthur D. Little, Sustainable Performance shatters my perception that companies are whole heartedly going green. An analysis of the report at Greenbiz.com notes this conclusion.

“Sustainable Performance” from Arthur D. Little argues that regulatory and consumer pressures have not pushed corporations toward sustainability beyond superficial measures.

It’s not surprising that the report concluded that, in general, companies only take steps toward going green when it impacts the bottom line. Driven by shareholder concerns companies frequently implement those green solutions that maximize short terms gain. Forced to “report to stock markets” on a quarterly basis, it can be difficult for companies to proceed with longer term green objectives.

I saw this video by way of Environmental Leader . I know that many other counties and cities have started up programs to help entrepreneurs promote their green businesses. What has been your experience with programs of this type? How much help and how much hype?

Like all entrepreneurs, those in the eco-sphere need to spend their ad dollars wisely. While big advertisers can afford to make big mistakes, small advertisers can only afford to make small ones. Green entrepreneurs can ruin their business without a carefully thought out campaign.

And so, as I mentioned in this post, Recession Proof Your Green Business, before you even consider embarking on an advertising campaign, you need:

….to ensure that you have a strong unique positioning and are promoting that differentiation at every opportunity.

According to the report, Trends in Trademarks, applications for patents on trademarks, logos and taglines reached an all time high in 2007. And chief among the requests…those related to green business.

New filings with the U.S. Patent and Trademark Office in 2007 topped 300,00 beating the previous record of 289000 in 2000, driven in part by new marks for eco-friendly products. The word GREEN was the most popular vehicle for communicating environmental friendliness. Applications more than doubled in 2007, increasing from 1100 to over 2400.

When I met Priya Haji, co-founder of World of Good, at the recent Natural Products Expo in Southern California, her business was growing rapidly, helped in no small part by funding by social lenders.Bubbly and determined, she knows first hand the challenges socially responsible business face attracting capital.

“There’s a consumer-driven demand for this kind of ethical consumption, but the debt markets don’t understand that,” (She says).

Making the rounds of traditional venture capital firms can be excruciating for eco-entrepreneurs. Traditional firms excited by the opportunities inherent in pursuing green ventures are often less than thrilled when social responsibility is part of the plan.

A great way to end a meeting with a traditional investor or banker is to say, “Oh, by the way, I give away 10 percent of my profits to charity.”

Your growing business cares about the earth, promotes sustainability, produces eco friendly products and services but how green is your working environment? In the rush to build a business, the focus on making office space environmentally friendly may not be high priority. That’s not necessarily true for green businesses but, keeping up with the latest opportunities to go green may be.

Green Teams can help.

Sometimes forgotten by entrepreneurs hoping to open a green business is the burgeoning personal service industry. As more and more consumers express concern about environmental toxins, opportunities increase for entrepreneurs interested in providing greener, safer alternatives for some common household tasks.

Ranging from low initial investment services like housecleaning to highly regulated child care more and more consumers are seeking eco-friendly alternatives. Regulators, especially in green states like California, are aiding this trend, by introducing legislation that prohibits the use of toxic chemicals.