The IRS tax code specifies the following related to business expenses:

IRS Code Section 162(a),Trade or business expenses:
“There shall be allowed as a deduction all the ordinary and necessary expenses paid or incurred during the taxable year in carrying on any trade or business.”

IRS Code Section 212, Expenses for production of income:
“In the case of an individual, there shall be allowed as a deduction all the ordinary and necessary expenses paid or incurred during the taxable year.”

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However, ecopreneurs go beyond organic, beyond compliance to laws and regulations (or redefine them), beyond consumerism, beyond minimum wages and beyond the free market economy to conduct business. Entrepreneurs become ecopreneurs when their spirit, boldness, courage and determination not only transform the landscape but coalescence into a movement to transform global problems into opportunities for restoration and healing. After talking with thousands of ecopreneurs over the past decade, we’ve discovered quite a few distinguishing characteristics reflected in the chart to the right. Additionally, ecopreneurs seem to be more focused on cooperation and collaboration than competition as the means to get ahead in the world. That’s why so many form innovative partnerships or creative interdependencies with fellow ecopreneurs — just as in nature.

The most progressive ecopreneurial enterprises address more than one of the many challenges facing us. Their business might foster fair trade relationships (promoting economic justice and equity), generate more energy from renewable energy sources than it uses (severing our addiction to fossil fuels) and even serve local, seasonal, vegetarian, and organic meals to those who work in the business.

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It’s pretty clear why people over the last several decades started referring to each other as consumers: wealth and greed. Today, about two thirds of our economy is based on “consumer spending.” If we stop spending, our economy will likely fall into a recession, or worse. While our standard of living (measured in possessions) has never been higher, the quality of our life is not what it once was. Until recently, Americans have enjoyed an economic boom like no other, though it’s hardly shared among all citizens. But now, our spending habits have seemingly caught up with some of us.

We’ve discovered that owning lots of stuff often gets in the way of achieving a satisfying and fulfilling life. As a result, we’re revisiting our values and reorganizing our life around better meeting them. When we do purchase something, it’s as a “conserving customer”. If we own a business, perhaps as an ecopreneur, we offer products or services that seek to make the world a better place. Our enterprise, either for-profit or non-profit, is a means by which to create the changes we seek in the world.

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A walk down the aisles of Kroger or Safeway or any chain grocery store confirms this as natural and organic section signs pop up in spots previously reserved for salty snack foods and frozen sugar laden sweets. Packaging is shrinking. Light bulbs are energy saving. And the words “eco” and “green” leap out at consumers at every turn.

Obviously the retail grocery industry has gotten the message. An article in Progressive Grocer gives some insight into what’s next on the agenda.

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Enter Psychographics, often used by niche marketers, it can be an effective tool for eco entrepreneurs.

• Demographics looks at characteristics of people that include age, income, education, occupation, household size, home ownership and home value, among other factors.
• Psychographics delves deeper into people’s lifestyles and behaviors, including their interests and values.

While segments of green consumers vary according to the source you use (check out this hilarious post that outlines some of them) I’ll use the Natural Marketing Institute’s labels for LOHAS ( lifestyles of health and sustainability) consumers.

• LOHAS — very progressive on environment and society, looking for ways to do more; not too concerned about price (16%).
• Naturalites — primarily concerned about personal health and wellness, and use many natural products; would like to do more to protect the environment (25%).
• Conventionals — practical, like to see the results of what they do; interested in green products that make sense (e.g., save money) in the long run (23%).
• Drifters — not too concerned about environment, figuring we’ve got time to fix environmental problems; don’t necessarily buy a lot of green products, though may like to “be seen” in Whole Foods to enhance their image (23%).
• Unconcerned — have other priorities, not really sure what green products are available, and probably wouldn’t be interested anyway; they buy products strictly on price, value, quality, and convenience (23%).

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James Bond faces villain disguised as eco entrepreneur in the new Sony film, Quantum of Solace, due out in November

In short, she blew away the goals and mindset I had back in my twenty-something days, when the only “green” in my world came out of an ATM machine. And frankly, as I’ve been off the mainstream career path for nearly two decades now, I don’t typically have seniors knocking on my e-mail door for advice. So I felt compelled to launch a dash of the unconventional her way — a dose of out-of-the-box career advice for someone heading down ecopreneurial career paths at a young age. Here’s what I sent to her:

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Not always. There’s nothing in the IRS tax code preventing businesses from investing in renewable energy systems (and energy conservation/efficiency) that allow these businesses to operate more efficiently, sustainably, and green. In fact, often there are tax credits and other incentives to encourage these kinds of investments. Some businesses, like ours, generate a surplus of energy, essentially wiping out energy costs not to mention cutting carbon emissions (more on this another day). Taking such an approach to business, boosts our bottom line profitability.

Around the Summer Solstice every year (this June 20 - 22 in 2008), the Midwest Renewable Energy Association, or MREA, hosts the world’s largest and longest-running “Renewable Energy and Sustainable Living Fair” in Custer, Wisconsin, a fifteen minute drive from Stevens Point in the central part of the state. It’s one of the places where we learned the basics to transform our business, Inn Serendipity, into an independent power producer by harvesting the wind and solar energy with a 10 kW Bergey wind turbine and .7 kW photovoltaic system, respectively.

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I attended a panel at UC Davis’s “Focus the Nation” program called, “Innovation: Commercializing Science In Energy & Efficiency’. UC Davis has strong programs in many science disciplines, and there is a desire among university players and local politicians to have Davis, California (and some of the greater Sacramento area) be known as a cleantech center. I was interested to hear about what is actually being done to support green entrepreneurs.

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I recently had a chance to speak with Jason Wachob, the CEO of Crummy Brothers cookies, on what makes them unique, what his experience has been, being in a greener realm then in his past endeavors, what he’s learned so far, and what’s up with the individually plastic wrapped cookies?

The eminently friendly Wachob was glad to lay it out for me. He chuckled and said he might discourage people from getting into the packaged foods business, but then had many redeeming experiences to share that tipped the scales towards encouraging other ecopreneurs out there to make a go of it.

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