If you cruise the various “Green Job Boards” (see a list below) you may be inclined to agree. The boards are littered with jobs in every field around the country. California, Washington DC and New York City are hot spots for these positions.The national job boards often do not include local listings. The local job market cannot be underestimated, as an area like the Baltimore/DC metro corridor encompasses millions of businesses and local job seekers. Even my native Chattanooga, TN boasts a cut of the green economy. The city is proud of its electric bus fleet and Riverpark and they help boost the local economy.

This past August I felt elated as I sat down to career search in the green economy. As a college grad with a double-major from a prestigious liberal arts college and a year of international working experience, I thought it wouldn’t take long (a month or two) before I landed a “green” job. The afore-mentioned reports gave me that hope we idealistic youth grow out of as reality sets in, but it has been four months with two interviews. Reality is come. There will always be some positions available, but I’m referring to a boom in growth. I’d like to pose this question to the blog sphere. Has the recent economic downturn sapped the surge? Do we need government subsidies or will new advances provide all the impetus we need?

 Job search sites with the environment in mind: 

http://www.greenbiz.com/jobs/ 

http://www.sustainablebusiness.com/

http://www.greenjobs.com/Public/Index.aspx 

http://www.ecoemploy.com/

http://www.simplyhired.com/a/special-searches/eco-friendly

http://www.environmentalcareer.info/jobseekers/search.asp 

(image courtesy of  celsias.com)

The Chinese coal industry is known for its lucrative returns: the China Shenhua Energy Co. gained 65% from July to September, and many investors claim they can’t afford not to be in China. In fact, 20% of Shenhua’s stock is held by U.S. investors — one of whom is the Teachers Retirement System of Texas.

But China’s coal is also a huge polluter. According to the New York Times, China uses more coal than the US, the EU, and Japan combined, contributing an enormous amount of CO2 to the atmosphere. Coal-fired plants emit more than 60 different hazardous air pollutants. The large amounts of sulfur dioxide produced by Chinese coal cause acid rain, which pollutes water sources. But because of China’s rapidly advancing economy, the country needs energy — fast and cheap. Coal-fired plants are much cheaper and quicker to build than natural gas, nuclear, or hydroelectric plants, and it’s widely available.

China’s booming coal industry is also harmful to its citizens, producing so much sulfur dioxide that the World Bank estimated 400,000 premature deaths happen each year due to pollution-related illnesses. Not only that, but as much as 40% of air pollution in South Korea and Japan is believed to originate in China, and many experts believe that pollution from China is reaching the western part of the United States.

Do Texas teachers know where their pensions are coming from? For that matter, are other teacher retirement systems investing in Chinese Big Coal? I checked out Missouri’s Public School Retirement System, in which my husband and I have each invested. With my little financial knowledge, I was able to determine that PSRS has invested with Merrill Lynch, which is a shareholder in Shenhua. Just how much of my money is in coal remains to be seen. Looks like it’s time to work towards divestment…

Source: Associated Press

Innovest, an investment research firm, launched the study in order to better understand the effect of sustainability upon potential business investment. What they found was a much more substantial difference than most had predicted. In fact, the report found that, "In the longer term, the out-performance potential will become even greater as the capital markets become more fully sensitized to the financial and competitive consequences of environmental and climate change considerations”.

While this may be great news for some, it does not mean happy days for all. The report noted that the ’strong and postive’ correlation between a business’s performance and its sustainability was not necessarily true for every sector of business.

Further, the report found that potential investors are having difficulties figuring out which companies are truly sustainable. Because of inadequate reporting methods, investors have to do a substantial amount of leg work to figure out which companies have a comprehensive sustainability program in place, and this may be a deterrent in future investing. As the report notes, disclosure information is notoriously unreliable, inconsistently reported across companies and over time, and generally not validated by independent third parties… Emissions data alone provides less than 25 percent of the information a sophisticated investor requires."

The folks at Innovest think that the method of disclosure is a pretty big obstacle for investors looking for a truly green company. As founder Matthew Kieman puts it, "It is increasingly critical that performance-driven investors move beyond simply pressing for greater company disclosure," he said. "We are now seeing them begin to demand the sorts of investment tools, research and products they need to turn mere information into superior investment decisions and performance." Superior investment decisions, indeed! As business owners and conscious citizens, we really need to take measure that would ensure that investors looking to put money into a green company had the resources to make informed decisions. Not only will it be good for green minded investors, it will bonly serve to increase the green business edge.

Makena Brown, grade 8, has a plan to help keep the planet healthy and make money, too. Makena collects all of her family’s recyclables and stores them in the back yard. About once a month, she and her family load up the car with the many bags of bottles and cans and take them to the local recycling center. Because it’s her project, Makena gets to keep the money paid by the recycling center for the aluminum, plastic and glass. "Makena is the chief of our recycling plant," says Mr. Brown proudly. "She’s the recycling queen."

"The money is the number one thing that’s in my mind," says Makena. "I’m like, that’s great! And in the back of my mind I know that this is helping the environment, [reducing] pollution, and helping the earth to get better step by step." With her recycling money, Makena is helping to pay her mom back for her new computer.

Ask a little more about Makena’s interest in protecting the environment, and you’ll find that she’s a fountain of knowledge. For example, she explains that more water is used to make plastic water bottles than can be contained by the bottles after they’re made. She’s also especially interested in renewable energy. Her eyes light up when she talks about San Francisco’s proposal to get electricity from tidal power generators.

It’s been about a year now that the Brown family has been saving their recyclables for Makena’s recycling project. Makena’s grandparents have also started to save their recyclables to contribute to the Brown family’s recycling program. "We end up with a big pile of bottles and cans on the side of the house," everyone chuckles. "We can’t walk past until we clean it up."

In addition to supporting Makena’s recycling project, her parents and her younger sister, Ashley, all have their own ways of helping the environment. These include choosing environmentally friendly cleaning products and using cloth shopping bags.

Ashley says, "we watched a show on Oprah and it was ‘Green Day’ and she gave organic cotton bags that help the environment to everybody in the audience."

"So when you go to the grocery store," she says cheerfully in unison with her mom, "and they ask ‘paper or plastic?’ you can say neither because you have your own bags."

It was Makena’s school that gave her the interest to pursue her recycling business. "It actually started last year when I learned about global warming," recalls Makena. "In 7th grade, we did a project on global warming. Each group was assigned to do something. There were groups for food, recycling, pesticides, and all these things about global warming. It was called the Green Fair. And I learned about recycling and how much litter is on the side of the roads. And I was like, that’s a great way to get money and help the environment."

Mr. Brown adds that he has taken Makena to see a wetland preservation project in which he is involved with the hope that it would interest his daughter in environmental protection.

What’s the family’s least favorite part of delivering their recyclables to the recycling center? "The smell," everyone says together, laughing. "It’s pretty bad."

Makena and Ashley explain, "When we go, we do not want to catch the germs and the stickiness on our hands so we wear latex gloves."

With her recycling business rolling along, I wondered if Makena would like it if companies stopped producing plastic bottles, even if having fewer bottles to recycle might put a hole in her profits. "I would," she said, "because then we’d be saving the water and it would be healthier for the planet. It would be another step to stop global warming." Spoken like a conscientious and environmentally responsible businessperson.

For people Makena’s age interested in starting an at-home recycling project, Makena has some advise. "The only thing," she says, "is just to keep your mind on it and help your family know and make rules. I told my family that if they’re done with a bottle or can, they could just put it on the counter. I put it in a bag and take it out to the yard. Keep your family informed. And the other thing is just try to get other people involved because you’re going to get money for it and you’re also helping the environment."

In business, even the most effective environmental program can be held back by employees who "don’t buy into it," or who refuse to put forth the effort required to participate. While educating current employees about the measures they will have to take to help implement the program exists as step one to making the greening of a business successful, step two is just as important. When looking for new employees, it is important that businesses today find people whose eco-values align with that of the company. It is for this reason that I want to outline a few ways to attract and recognize employees who exude the eco-potential necessary to make the greening of a business as beneficial as possible.

Advertise It: Employers usually have no problem identifying the characteristics of the people they are looking to employee. Ads will usually tout attributes like "self-motivated," "independent worker," and "reliable" … so why not "eco-conscious," "green-minded," and "earth-friendly?" If your company is looking to attract people with sustainability on the brain, go straight to the source: the job posting! Not only will a unique and honest post attract the right crowd, but it will also make your business stand out in a sea of potential employers.

Ask the Right Questions: Once a potential hire has made it to the interview process, the employer usually has a pretty good idea about the applicant’s basics: their background, education and similar qualities. It is at this point where it becomes very important to make sure you are asking applicants the questions that tell you the most about who they really are. While, "Where do you see yourself in five years?’" is a pretty straightforward question, it may not tell you enough about their eco-potential. A good way to get a feel for the greenness of a person is to ask questions about their personal life such as, "Do you recycle at home?" Another good question to ask is, "What do you do in your life outside the work place to contribute to environmental sustainability?" The depth of their answer will give you good insight into whether or not the applicant would be a positive addition to the greening of your business.

Make Your Standards Known: Instead of interviewing and training a potential employee only to find that their value set does not match well with that of the company, make your expectations known from the get-go. Although I have yet to see it, there might come a time when you find a candidate for a position who is resistant to the idea of working for a green company or, even worse, is reluctant to participate in the greening process. In place of hiring them with the hopes of changing their paradigm, it is beneficial to both parties involved that the discrepancy in mind-set be known early in the process, as to avoid anyone wasting time or energy. Further, make sure that potential candidates are clear about what is expected of them in terms of the sustainability program. If a potential hire is uncomfortable drinking water from a fountain, as opposed to drinking bottled water, then there might be a company where they would be a better fit.

Finally, hiring green-minded employees should really be every company’s dream. Not only can they be valuable resources when it comes to the development and implementation of sustainability programs, but they can also act as catalysts for enthusiasm about the project. Just as a stubborn employee can sink any good sustainability program, an eco-conscious employee can make it that much better.

Are you an Eco-Minded Employee looking for a job? Here a some good places to find work:

Eco-Employ- a site with a searchable database of green jobs, resume-tips and career advice. Bonus- it is updated frequently!

Green Jobs- a great resource for people looking to work in the alternative energy sector.

Sustainable Business- In the "Green Dream Job" section of the site, you can find a database of green jobs that is searchable by catagory, skill level and region — very comprehensive!

For those of you who do not live in Michigan, or keep up on its politics, it may come as a surprise to find out that our economy is pretty much in the gutter. Our unemployment rate is the highest it has been in nearly six months, and it seems the bad news keeps rolling in. With large cuts in the automotive industry, coupled with the dissapearence of jobs from such powerhouses as Pfizer and Visteon, the future for Michigan looks bleak at best… or does it?

Michigan Governor Jennifer Granholm has some progressive ideas about how to get Michigan economy back on track. Recently returning from a brief stint in Sweden and other Scandinavian contries, Granholm reiterated her commitment to making Michigan a green state. Going above and beyond the usual ecopolitical jargon about how Michigan should be harnessing wind and hydroelectric power, Granholm went straight for the gold and put things into a perspective that matters most to the people of Michigan right now: economics.

Citing the creation of a new economy for Michigan, Granholm discussed her plans to compensate for the lagging automotive industry by strengthening Michigan’s alternative energy sector. She also made sure to note that she was working very hard to attract outside investments to increase the rate at which the sector can feasibly grow.

A good example of her commitment seemingly coming to fruition is the Memorandum of Understanding that was recently signed by a Swedish company, Chemrec AB, and NewPage Corporation, an Ohio-based business with mills and factories in Michigan. The memorandum outlines each company’s commitment to working together to develop plants in Michigan that would produce renewable biomass-based fuels in Escanaba, Michigan. According to Governor Granholm,

This partnership between Chemrec and NewPage is a great opportunity for us as we work to make Michigan the North American hub for alternative energy production…With its potential for biomass-based fuel production, this plant in Escanaba could put Michigan at the forefront of renewable next-generation fuels, helping to end our dependence on foreign oil while bringing jobs and investments to the community.

But not everyone in Michigan sees Governor Granholm’s vision as positively as she does. As Leah Burcat, writer for the Michigan Land Use Institute states, "Governor Jennifer M. Granholm’s efforts to make Michigan the ‘alternative energy epicenter of America’ is yielding some progress, but not nearly enough to keep Michigan competitive with other states, according to energy experts, academics, and government officials in and out of Michigan." In her article "Michigan’s ‘Energy Epicenter’ Turing Black, Not Green," Burcat discusses what many in Michigan believe to be Granholm’s biggest hurdle: the coal industry. Burcat goes on to explain that,

Many of [these] same experts and officials interviewed by the Great Lakes Bulletin News Service also pointed out that the two-term Democratic governor chooses not to talk about a very different, more potent trend taking shape in the state’s energy markets: The proliferation of new proposals to build coal-burning power plants, the dirtiest way to manufacture electricity… Citizens are already battling proposals for multi-billion dollar coal plants in Rogers City and Midland because such facilities cause acid rain, smog, mercury pollution, and contribute heavily to global warming.

So, the question many Michiganders have for Governor Granholm is, "Has your pledge to ‘go anywhere and do anything’ for jobs led us down a contrarian’s path? Are we preaching one thing, and doing the opposite behind the closed doors of big business?" As Burcat puts it, "The question… is whether that pledge should include using 19th-century boiler technology and an 18th-century fuel source to power a 21st century economy-and whether that will do nearly as much for Michigan as conserving energy and developing cleaner sources of electricity?"

With all potential hypocrisy aside, let just say for a minute that the alternative energy sector really was on the verge of taking off. Who would be qualified to work for these companies? See, the job diversity in Michigan is not what it is in other states- we have a very heavy concentration of workers, especially those over the age of 40, whose professional specialization lies somewhere within the production of cars or trucks. Therefore, to "boost the alternative energy sector" will mean much more than attracting new alternative energy companies; it will entail the retraining of nearly an entire section of our workforce, and that just covers the short-term.

In the long run, Michigan will need to adapt all aspects of its economy that funnel people into working for the automotive industry. Maybe this will mean modifying high school shop programs to include lessons on maintaining a wind turbine, or maybe it will require the creation of trade schools whose entire focus is various careers in the alternative energy sector.

Either way, training programs and specialty schools will both help to create a pertinently educated workforce and, in doing so, create a strong base for the expansion of the alternative energy sector. Yet, that leads us to the question of whether we run the possibility of educating these people just to have them leave for more desirable state economies. I don’t think so. I think that an educated workforce, along with an honest commitment to the alternative energy sector will give Michigan the help in needs to overcome the economic slump that is currently keeping us from being the economic powerhouse we once were.

Given that environmental issues top the list of concerns for generation Y, it makes sense that businesses should consider going green as a way to become more attractive to potential employees. According to the Harris poll, "33 percent of Americans would be more inclined to work for a green company compared to an organization that does not make conscious efforts to promote socially and environmentally friendly practices."

Aside from drawing in new employees, going green can also breed company loyalty. Today’s employee is looking to contribute to something they can be proud of, and to be a part of a company that they can feel good about. Incorporating environmental sustainability into the workplace is not only a good way to bring in new employees, but an excellent way to keep them!

New hires are not the only employees looking for more eco-awareness in the workplace. According to a poll by Mortgage Lenders Network USA (MLN), 94 percent of employed Americans prefer to work in a building that is designed to be energy efficient and ecologically sound.

Because job satisfaction greatly affects productivity, businesses tend to take into consideration the desires of their employees. Oftentimes, it takes only one major business implementing a new green technology to get many others to fall into line. Because no one likes to fall behind in the world of business, ‘keepin up with the joneses’ may actually work in the Earth’s favor on this one.

The fact the green building has experienced a growth in popularity is reflected in the 2006 figures from the U.S. Green Building Council (GBC). The GBC has seen its Leadership in Energy and Environmental Design (LEED) certifications for newly constructed green buildings jump in the past 3 years by 150 percent, from 167 to 417. If this trend continues, more and more business will feel the pressure to build in a more eco-friendly fashion.

The increase of eco-minded employees can also be seen to benefit consumers. By using environmental sustainability to gain an edge in employment appeal, companies have the obligation to live up to their claims. While customers may not always know what goes on behind the scenes, employees see it first-hand. Employees hired under the pretense of working in for an eco-friendly company will not take kindly to waste and overconsumption. Moreover, eco-employees can be seen as a good resource for new ideas about ways to make their workplace more sustainable.

While the reasons to be a greener business are nearly innumerable, companies can now add ’strengthening the employment base’ to the list. Because Americans are looking to work for greener companies and in greener work environments, the motivations for businesses to become more environmentally conscious are now imperative to the bottom line.

More and more, small and mid-size business are turning to ‘green professionals’ to help make their business more eco-friendly. As one questions often begets another, such is the case here. If businesses are increasingly looking outside of their staff for help greening their establishments, where can they find a reliable source for green consultants?

Well, Bainbridge Graduate Institute (BGI) in Seattle, Washington is a pretty good answer. Founded in 2002 by Elizabeth and Gifford Pinochet, Jill Bamburg and Dr. Sherman Severin, the university sprung out of the desire to have people with the "global values become good at business." Today, the university boasts an accredited Sustainable MBA program and two certificate programs: one in Sustainable Business and one in Sustainable Entrepreneurship and Entrepreneurship. Thought to be the first university of its kind, Bainbridge breaks the mold of traditional graduate schooling.

The academic programs offered by Bainbridge are, at the same time, cutting-edge and pertinent. The university is the perfect solution for any kind of student looking for graduate coursework in sustainable business. Whether you have three years to dedicate to an MBA, or just a few months to devote to a sustainable business certificate, there is something for everybody.

The caliber of faculty at the university only serves to solidify the authenticity of Bainbridge’s commitment to sustainable education. Besides having PhDs, the teachers at Bainbridge are also small business owners, corporate business moguls, and qualified specialists who have all dedicated their professional lives to sustainable business practices. Who better to learn from than people who have been through it all before?

Aside from its academic focus in sustainability, the BGI is run according to sustainable principals. Students in both the MBA and the certificate programs meet as little as possible (anywhere from once a week to once a month), with most of the course work being done over the internet. This is to decrease the amount of energy used in transportation to and from the university, as well as to decrease the amount of energy used in the university’s facilities.

Further, the Bainbridge campus, Islandwood, a large, LEED® Gold-Certified campus on Bainbridge Island, is "home to 240 acres of trails, sustainably designed meeting spaces and lodges, locally raised food and state-of-the-art classroom technology."

Aside from working with the students of Bainbridge to further sustainable ideals, the university also reaches out to the community on a monthly basis. According to Bainbridge Graduate Institute, the Sustainable Business Speaker Series brings "sustainability thought leaders, business executives and social entrepreneurs" to Islandwood’s Great Hall to give lectures and provide inspiration to both students and members of the general public.

Of course, Bainbridge isn’t the only game in town for graduate-level sustainable business education. The Presidio School of Management’s Sustainable MBA program also provides the convenience of low residency requirements with a distinguished faculty. The biennial Beyond Grey Pinstripes report ranks more traditional MBA programs "that are integrating issues of social and environmental stewardship into curricula and research." Graduate work in sustainable business may be as close as your local college or university.

(photos courtesy of bainbridge Graduate Institute)

In business, going green is more than a marketing slogan: it’s the new way of doing things. It’s an edge — a method by which you can improve your company’s bottom line while acting responsibly toward your customers, employees, and the environment.

Back home, you’ve swapped your incandescent bulbs for CFLs; installed low-flow shower heads, weather stripping and an electronic thermostat; you’re eating more local and organic foods; and recycling is finally second nature.

Good job. But how does one scale personal progress in green living to the more complex structures of the 21st Century workplace? At home, you have full control. But in a business setting, there are co-workers, customers, and possibly investors involved — and nobody is ever in a hurry to change traditional operating practices. Bringing sustainability into the workplace is a long-term commitment, whether you’re responsible for two employees or two thousand.

The good news is this: green business is profitable business. So. to help you get started, Lighter Footstep has rounded-up twelve specific specific actions you can take to starting greening the way you work. Pick a few, drop them into your organizer, and let’s get started!

Share the ride

Organizing an office carpool can be as easy as posting a notice on your lunchroom bulletin board. While the immediate personal benefits are obvious — reducing employee impact on traffic while preserving our finite energy resources — it’s a great team-builder, too. Look for opportunities to place notices on company intranets and newsletters, and consider incentives for groups which manage to organize and sustain meaningful ride-sharing.

Shut down electronics at night

Every night, computers display screensavers to millions of perfectly empty cubicles. While it’s convenient to be checking email within moments of picking up your morning coffee, a computer works approximately as hard to produce a screensaver as a spreadsheet or any other routine task. That means many office computers waste twice as much power idling as they do actually working. Take a moment to shut down at the end of the day. Modern desktops boot fairly quickly, and you’ll save thousands of watts per year.

Dine out on eating in

Client lunch dates are an important part of business culture. But if you’re routinely leaving the office to eat — particularly if that involves driving — consider packing lunch. It’s probably healthier for you, you’ll save gas, and you’ll recover all that weekly driving time in workday productivity. Are you responsible for other workers? Make sure they have facilities to lunch-in, as well: seating away from their desks, access to a microwave, and a sinks for cleaning reusable utensils and food containers.

Get paperless

Moving to digital documents — through creation or by scanning paper documents into a database — is usually mentioned as a means to save trees and paper. This is true. But the biggest payoff, from a business standpoint, is in data recall. Most modern desktop operating systems now feature robust search functions which drill deep into a document text’s and its particulars, such as who originated it and when. Paperless offices can save storage space and thousands of man hours each year, just by getting their data off paper and onto networks where people can access the information. It’s win-win: save forests and precious time with digital documents.

Recycle the paper you must use

Whether you’re disposing of scanned documents or just juggling the little scraps of paper than tend to multiply like bunnies around the office, recycling is a no-brainer. Not only is it kinder to the environment, recyclable paper may actually be a salable commodity for larger offices and businesses. Set up convenient recycling hoppers around your workplace, along with smaller bins for each desk and cubicle. There’s no reason the zero waste can’t mean the office, too.

Be smart about lighting

Does your workplace have windows? Is their light blocked by cubicle walls and storage units? It might be time to rethink the arrangement of your workspace. Natural lighting is healthy and free — and it sure beats those industrial fluorescent tubes. Consider decentralizing the way individual spaces are lit. Rather than roof fixtures, it may be smarter to install energy efficient lighting at each desk. Of course, if you’re going CFL, be sure to add expended bulbs to the things that get properly recycled. And your mom was right: turn off lights when you’re done with them. Millions of watts are wasted each night lighting empty offices and parking lots. Save energy and curb light pollution by illuminating only what you really need.

Leverage instant messaging and teleconferencing technology

During World War II, offices and alleyways were plastered with posters urging resource conservation. One of the most common was, "Is this trip really necessary?" The slogan still applies today, particularly in view of broadband network connections and powerful real-time instant messaging and teleconferencing tools. With fuel prices up and travel more expensive than in previous years, it makes sense to replace some trips and conventions with electronic events. Not every computer needs a camera — and this might represent a security risk to some companies, anyway — but teleconferencing is a great way to save resources while improving communication with customers and co-workers.

Green your office cleaning supplies

Office supply cabinets contain some of the most powerful toxins allowed for sale — often in institutional quantities. Just as at home, swapping chemical cleaning agents for non- or less-toxic natural equivalents can go a long way toward greener, safer indoor spaces.

Reduce indoor air pollution

Indoor smoking is already a thing of the past in many parts of the world. But offices remain loaded with plastics, artificial fibers, and finished surfaces which may disperse Volatile Organic Compounds (VOCs) into the air. Some kinds of common office equipment — fax machines, copiers, and printers — emit pollutants and odors. Keep office air conditioning and ventilation equipment in good repair. Locate offending equipment away from occupied workspaces. And take air quality concerns into consideration when making purchase decisions.

Replace the watercooler with a quality filtration unit

There’s no reason "water cooler talk" can’t be "water filter chat." The ubiquitous water cooler is a nice convenience for office workers, but bottled water, even five gallon quantities, isn’t a good deal. Consider installing reverse osmosis water filters, instead. In many cases, the quality of filtered tap water exceeds that of bottles, particularly when you take haphazard cleaning of office coolers into account. Go with the filter, and encourage employees to bring stainless steel or food-grade polycarbonate water bottles to work, rather than wasting paper cups.

Buy reconditioned office equipment and recycled supplies

Virtually everything for modern business can be purchased in refurbished condition: computers, desks, copiers — you name it. Refurbished goods are often sold with manufacturer’s warranties and are in most respects identical to new items. Expect to save 20-30 percent on refurbished equipment, and up to 50 percent on used. Recycled office supplies are available from paper to printer cartridges. Choosing refurbished or recycled gear is good for the bottom line and for the Earth, keeping older equipment out of landfills and saving resources which would have been used to manufacture something new.

Form a green office committee

Sustainability in business is a day-by-day, department-by-department commitment. Form a standing committee to regularly brainstorm and implement green strategies. And here’s a little secret: it’s usually the front-line employees, not middle managers, who find effective and practical economies. Ask for their input, act on their best suggestions, and reward results.

Get the idea? Once you get started, other actions will begin to suggest themselves. Network with peers to find out what is working for them. Provide green living information to your staff — keeping green issues top of mind is how real change becomes self-sustaining. And and if you already have some ideas on best practices for green business, please share them in the comments section.

Here’s to your success!

Copyright © 2007 Lighter Footstep Media

The Massachusetts Clean Energy Census was published by the Massachusetts Technology Collaborative, a quasi-public agency that runs a renewable energy trust fund of green power projects. The study found that clean energy industry had a 26 percent increase in jobs and now accounts for more than 14,000 jobs in the state. Those jobs are expected to grow three times faster than any other major industry, adding about 3,000 jobs in 2007. The next biggest increase was in the scientific, technical, and management services sector with an increase of 5.4 percent.

Three hundred and two companies, government agencies, and university research centers responded to the survey. Those in the renewable energy category said they will increase staff by an average of 30 percent in the next 12 months, while the energy efficiency sector will add an average of 25 percent more employees.

High fossil fuels costs and venture capital funding are contributing to the strong clean energy performance, as well as politicians and a public wanting action on global warming emissions.

However, the report also points out that the industry is still very young: of the 255 companies surveyed, 103 had annual revenues of less than $1 million. Most companies focus on selling their products to other companies within New England to speed up sales cycles. But this may result in limited growth if companies are passing up opportunities in faster growing and larger markets.

Governor Deval Patrick, Senate President Therese Murray, and House Speaker Salvatore F. DiMasi agreed last month that by 2010, Massachusetts should offset all of its growth in electricity demand with increased efficiency.

The survey defined “renewable energy” as including solar power, biofuels, wind power, wave systems, solar-assisted fuel cells, and all fuel cell companies, although the study recognizes that fuel cell production may be powered by fossil fuels.

Business Journals
Climate Ark
Massachusetts Clean Energy Census

Maybe you don’t read the NY Times religiously, but hey…you don’t have to be Warren Buffet to know oil is going up, or that America is in the midst of a corn frenzy. Food prices are rising faster than inflation. All of a sudden people are trading in their SUV’s for hybrids and Wal-Mart is going solar. Home Depot even just slapped it’s new "Eco-Option" labels on 60,000 of their products…and now they sell organic worm poop? Boy, times have changed.

The Ripple Effect

The bottom line is that you don’t have to be a genius to know that the market is shifting. All you have to do is look at your grocery bill. The cost for some of the most basic food items has literally skyrocketed over the past year, thanks to our new ethanol obsession and record-breaking corn prices. Cola-Cola is even looking for a corn-syrup alternative. The price of raw milk jumped by 23% and a gallon may even set you back $5 by September. The ethanol demand is not just driving the price of corn up….it’s also having a ripple effect on everything from cotton balls to cornflakes. So, maybe we’ll end up saving a few cents at the pump, but we can all count prices going up for 1300 other consumer products.

How to Start Investing in the Ethanol Rush?

Well, for starters, it’s definitely not with an ethanol producer! These companies are the epitome of volatile and super sensitive to both oil and corn prices. Why? Simply because U.S. ethanol is made from corn, and then transported by rail or truck, which both use oil.

Expensive + Expensive Oil = Skimpy Net Profits…and that doesn’t make a very sexy balance sheet. Then, when some of America’s largest ethanol producers started fetching stock prices lower than their IPO’s, Wall Street started to lose interest, and investors began looking for other ways to profit from America’s ethanol binge. Where exactly are investors looking now? Outside of the "ethanol box", that’s for sure…

4 Ways to Profit from the Ethanol Rush

1) Corn-Related Farm Products

Fertilizer, soil conditioners, agricultural machinery, genetically engineered seeds that can increase crop yields, etc. are gaining popularity with farmers. Because of the stress being put on increasing output, companies that can provide products that will enhance yields while reducing input costs will increase in demand.

Why Now?

Farmers are feelin’ good and making more loot than ever. With pressure to be even more productive, they don’t want just any kind of corn-seed, they want really “special” seeds (AKA: "genetically modified"). In addition, with climate change making weather conditions unpredictable, seeds that grow drought & disease resistant crops will be ideal.

Hot Picks:

Monsanto. They’re the largest corn-seed producer in the world, genetically modified seeds are their specialty and US farmers are flocking to them for supplies. DuPont has some pretty hot kernels too, but they produce all sorts of agricultural products, allowing Monsanto the company of choice for the entire farming sector. More corn to grow = More seeds to plant.

2) Agricultural Machinery

Why Now?

This year, farmers planted 90.5 million acres of corn, the largest crop since WWII. Within just 5 years, we can expect to see ethanol production triple. It’s sure going to take a lot more corn to produce all that ethanol! With more corn to grow, farmers are forced to extend their acreage. With more land to farm, incentive to produce, and farmers making more money per bushel…farmers are demanding more agricultural machinery.

Hot pick:

Deere & Co., the world’s largest maker of farm equipment takes the cake. If you bought this company this time last year, you’re probably one happy clam right now. BusinessWeek is calling them a "Revolution on Wheels" because it’s not just U.S. corn farmers who are scrambling to buy its products, either: farmers in developing countries are demanding Deere quality too. Other farm equipment and agro-processing companies like Agco Corp, CNH Global NV, and Bunge are typically in a position to gain momentum when commodities are hot.

3) Capitalize on Soft Commodities

Why Now?

It’s no mystery corn’s pretty pricey right now. But with the biofuel boom, oil prices high, and 1.4 billion people in China that don’t plan to stop eating any time soon, analysts are predicting that prices for a slew of other crops are expected to skyrocket, just like corn. For instance, we can already seen this with sugar. Sure, that sweet goodness seems super cheap right now, but it’s actually at 24-year high. Then, factor in Asia’s rising sweet tooth and the fact that 60% of the world’s ethanol is produced from sugar….and we’ve got one big "sugar high" on our hands. Bottom-line: as we begin divert our food crops to fuel, supplies will decrease, giving way to rising demand for raw materials.

Hot Pick:

The Rogers International Commodity Index is a favorite amongst anyone wanting to benefit from commodities. It’s created and managed by the investment guru, Jim Rogers. The other “edge” that investors like about this this index is that it contains 35 different commodities (weighted according to their importance in international commerce), making it much more diversified than the other indices. Another easy option is to buy "Rogers TRAKRS," which allow investors to gain exposure to agricultural, energy and metal commodities with just one transaction. There’s no minimum, and it’s similar to buying a share on a stock exchange. It’s that easy. More information can be found here.

Other Commodity Index Funds:

• Oppenheimer Real Asset Fund
• PIMCO Commodity Real Return Strategy
• Goldman Sachs Commodities Index
• Deutsche Bank Liquid Commodities Index
• Dow Jones AIG Commodities Index

*You can also buy other ETC’s and ETF’s (“Exchange Traded Funds”) that invest in a particular index. The fees are minuscule, and you can take your investment out at anytime.

4) Profit from the Packaging

The price of raw materials is on the rise, and a way for commercial retailers to cut costs is by using affordable, eco-friendly packaging. Something biodegradable, and made from something ridiculously cheap and NOT petrol-based will help maximize profits. Keep an eye out for anything recycled too.

Why Now?

For starters, commodities like sugar, coffee, soybeans, corn, wheat, oil etc. are all hitting record highs, meaning more expensive grocery bills for consumers. As a result, the efficient, low-cost packaging just became incredibly important.

Hot Pick:

Metabolix (MLBX), the maker of a biodegradable sugar-based plastics has developed over 60 different types of applications for consumer products, agricultural products, and packaging. They also just partnered with ADM, the biggest ethanol producer in the United States. As environmental regulations continue to gain momentum, major corporations will be looking to "green" packaging companies to help increase their profits.

When was the last time we saw so many major companies make a mad dash to become more "eco-friendly"? From oil companies to banks, "green" is becoming pretty hot these days. And it's not just another "consumer trend" either…the financial sector is paying close attention too. "Going Green" is not just about changing your lightbulbs anymore; it's something that has managed to trickle over to the financial market, attracting major investment dollars as well some of the world's most sophisticated investors.

It seems that energy saving alternatives for just about everything are springing up these days. There's always a more 'eco-friendly' version of this, an organic version of that, for nearly every consumer product known to man. So, what about investing? Is there a way to make your investment dollars….greener?

There are plenty of ways for the average investor to start greening their nest-egg now, in a rather more profitable & secure way you might think.

So, where to start? Depending on your investment objectives, you'll probably want to have a little chat with your financial advisor first. If you don't have one already, and investment bankers creep you out, you can find someone that suits your style at SocialFunds.com.

Green Banking

When it comes to choosing the right bank, there are tons of options. All of them are scrambling to offset their emissions and throwing money at climate change, so which are bluffing? Which ones have a widest range of investment tools and financial products? If you're looking for an eco-friendly 'one stop shop' (banking, advising, investing, etc.) you might want to look into the following:

• HSBC - Committed $90 billion to environmental initiatives. HSBC will also help you green your accounts, go paperless for everything, give discounts on eco-friendly products. Bonus: If you pay 3 bills online, they'll even give you a free "Green Kit"!
• Citibank - Just committed $50 billion to fight climate change; $30 billion of that is specifically for financing investments in geothermal, solar, wind and other renewable energy projects and technologies (guess they had to try and top Bank of America)
• Bank of America - Committed $20 Billion to make green loans to "eco-preneurs" with environmentally friendly/sustainable businesses and finance environmental projects around the world. They also recently unveiled plans for a new online carbon trading program. Bonus: Employees get a $3,000 incentive towards the purchase of a new hybrid

I'll give Wells Fargo an honorable mention. This bank has topped it's fair share of 'Eco-Friendly Lists' lately, seeing as 40% of the company runs on renewable energy. As far as services & products for consumers, there is no doubt that Wells Fargo is competitive, however, they like to play hard-ball with fees.

Need Solar Financing?

Besides Bank of America and Citibank briefly touching on this topic, here a few other smaller green lenders that will help you go solar:

• Wainwright Bank -Some green banks will give you loans to slap solar panels on your house at low rates (which helps you save some green for the future)

• New Resource Bank - Get solar just by paying your monthly utility bill

Greener Returns

If you're not skilled trader, odds are you're probably leaning towards a broader, more diversified group of investments. For many American's, this means stocks. Yet again, prepare to be overwhelmed with choices. The most typical, and easiest way to get started, are usually index funds, mutual funds, and exchange traded funds (EFTs). Before you dive in head first and throw money into an investment vehicle, make sure you have a nice, long chat with your financial advisor first. If you don't already have one, you can find one at SocialFunds.com

Just how profitable is this new wave of socially conscious investing? Well, according to an article found in Newsweek, the returns have proved to be rather hefty:

"Wall Street's own change in climate is nothing less than astonishing. "Save-the-planet" investing has suddenly, well, heated up. Four major investment banks - Citigroup, Goldman Sachs, Lehman Brothers and UBS - have recently issued fat global-warming reports looking at stocks and industries likely to gain or lose. Investments in clean energy have more than doubled, to $70.9 billion worldwide, in just three years. In just six years, assets in U.S. "green" mutual funds have soared by 695 percent."
Read more: Newsweek

Determining Investment Objectives

Are you looking for something high growth? Or do you prefer security & risk management with a smaller, more conservative return? Small-cap or large-cap? Do you want fund that is entirely "green" or one that just focuses on alternative energy? Do you just want to avoid investing in cigarettes and alcohol, or do you want stocks that are environmentally sustainable and produce 'fair trade' products? The list of criteria you can apply are endless…Need something to narrow your search? Try the Social Investment Forum.

There's a great research firm called Innovest Strategic Value Advisors. They're an independent third party that just objectively analyzes and ranks companies according to various eco-friendly, social criteria. They've even made a list of the top 100 Most Sustainable Companies in the World.

Environmentally Sustainable Indexes:

• Dow Jones Sustainability Indexes - Includes 300-400 companies said to represent the top 10% of leading companies committed to sustainable practices worldwide.
• ABN AMRO Climate & Environment Total Return Index
• Claymore/LGA Green (GRN) - Claymore tracks an index of 225 large stocks in all the major industries…yes, even mining and oil, but they choose only the "greenest" companies.
• KLD Indexes - Constructs indexes for investors who integrate environmental, social and governance factors into their investment decisions. KLD's indexes are designed to be transparent, representative and investable
• Next-Generation Energy (NGE) Index - Fuel cells, solar power, alternative fuels, energy storage and other supporting technologies

Social Investment Funds

• Winslow Green Investment Funds - Out-performed the S&P 500 and the Russell 2000 for 5 years in a row
• Calvert Social Investment Equity - has outperformed both the typical large-cap blend and the S&P 500)
• Vanguard Calvert Social Index - growth-orientated fund
• TIAA-CREF's Social Choice Equity - mid to large cap fund
• Domini Social Index Portfolio - oldest and largest
• Green Century Funds
• The Spectra Green Fund

The “Return on Environment” study included interviews of 420 senior business decision-makers from the U.S., U.K., Canada, and China who worked for companies with revenues the equivalent of US$100 million or more.

Despite over half of respondents reporting that they don’t have a defined energy strategy, 77 percent believe there is a need to create some sort of chief energy officer position to develop, implement, and manage a company’s return on investment in clean energy technology and sustainable business practices.

Joe Paluska of the international communications firm that performed the survey, Hill & Knowlton, said in a statement:

“Despite the hype, few companies are plotting a measurable action plan to drive return on environment…We expect reputation, risk and return to suffer until companies really stand up and take charge and industry as a whole sets the standard for measuring return on environment.”

Perhaps that will soon change. The New York Times recently profiled several global companies that have implemented a position solely dedicated to linking sustainability and efficiency with a better bottom line (and who are promoting it like crazy).

General Motors’ vice president for environment, energy, and safety policy, Elizabeth A. Lowery, says that ensuring credibility is a priority of her position. She explains that she “toned down” broad statements and claims that were part of GM’s “Live Green Go Yellow” campaign and added more facts (thanks – facts are good).

At DuPont, Linda Fisher is the chief sustainability officer. She says her job is to ensure that the company never overstates the “greenness” of its items. She’s helping to develop a scorecard that researchers can use to determine whether their work will actually produce products that are smarter for the environment.

Those who have been on the greener side for a longer period of time are divided over these new efforts. While greenwashing is a rightful concern, others are cautiously optimistic that corporations are finally making the connection that efficiency and sustainability can go hand-in-hand with profits.

Most importantly, consumers are making the connection too.

Hill & Knowlton
New York Times
Wikipedia

Cross posted at Maria Energia 

They may not have been rocking out at Live Earth, but business leaders from 150 companies around the world – including 30 Fortune Global 500 ones - have called for action on global warming.

The leaders signed a declaration at the United Nations Global Compact Leaders Summit, committing themselves to cutting carbon dioxide (CO2) emissions from their products and services and to report annually on their progress. They also called on governments to agree as soon as possible on measures to secure climate market mechanisms for after 2012, when the Kyoto Protocol expires.

But don’t presume that global warming is necessarily seen as a threat to businesses. On the contrary, many view the problem as an enormous opportunity for innovation, profits, as well as saving the planet and its people. So noted the executive director of the UN Environment Program, Achim Steiner:

"In terms of global warming and climate change, the key to rapid progress is in part premised upon getting markets and, by implication, businesses to become not skeptics and doubters and therefore brakes on progress, but rather catalysts, innovators and multipliers for a transition to a more energy efficient economy.”

Companies aren’t about to go gangbusters on energy innovation and carbon-cutting technology without some stable rules and policies, however. Mindy S. Lubber is the president of Ceres, a coalition of investors and environmental groups that work with companies to address issues like global warming. She explained on WorldChanging.com:

“…investors tend to weight their equity portfolios towards companies focused on succeeding in stable and predictable markets, not on those gambling on doubtful, uncertain regulatory landscapes. The current lack of a coherent, comprehensive U.S. strategy for addressing climate change is hindering the ability of American businesses to invest and innovate…And that means we need – some businesses will argue, they crave – a national climate change policy with specific, mandatory limits on carbon emissions.”

Many companies around the globe have begun to tackle global warming but can and want to do more. Although each of us can screw in a CFL bulb or drive a fuel-efficient car, we will see the swiftest action on global warming when government sets the rules of the CO2 market and businesses - and their consumers - fully take advantage of those opportunities.

CSR Wire
Voice of America
WorldChanging.com

A California-based startup company called Cleantech America LLC plans to build the solar farm. The company develops utility-scale solar plants and wants to commercialize photovoltaic (PV) solar technology in order to slow global warming and increase America’s energy independence.

The San Joaquin Valley Customer Choice Solar Farm (hopefully they’ll think of an acronym or something) is expected to be completed in 2011 and will cover 640 acres. That’s far larger than North America’s largest planned solar power plant in Nevada and double the size of the world’s largest solar project planned for Germany.

Cleantech’s CEO Bill Barnes told CNN that this project will make California the world’s clear leader in solar power, catapulting it ahead the current powerhouse, Germany:

“We’re pretty confident that solar farms on this scale are going to have an industry-changing impact. We think it’s the wave of the future. This scale of project, I think, creates a tipping point for renewable energy…the impact for it will be similar to the impact of the computer chip.”

The San Joaquin Valley is well-suited for a large solar project, according to Cleantech. Its good sun resources allow for power to be generated close to where it is needed and reduce the poor air quality that plagues the area. Producing power locally will also save on transmission costs that can drive up the price on out-of-state electricity.

According to the EPA, an 80 MW solar power plant would avoid up to 450 pounds of toxic mercury emissions and 100 million pounds of carbon dioxide emissions each year – a major contributor to global warming. That’s the equivalent of keeping 20,000 vehicles off the road. The University of California at Berkeley found that the San Joaquin Valley could see considerable job creation if the growth of solar projects in the area continues; up to 1,040 installation and maintenance jobs and 1,600 solar manufacturing jobs may be created, mostly in the local vicinity.

Some significant hurdles remain. Namely, choosing one of five sites under consideration to locate the solar power project, connecting it to the transmission system, and contracting with a manufacturer to supply the PV panels. The California Energy Commission must certify the solar plant as a renewable energy source that doesn’t create pollution, and a number of local permits must be obtained.

Cleantech will partner with the California Construction Authority to build the plant and sell the energy to the Kings River Conservation District, a public agency that is the water management arm of the San Joaquin Valley Power Authority. The Power Authority was created in late 2006 to reduce the power now bought from investor-owned utilities like PG&E and Southern California Edison.

Cleantech America
CNN
Fresno Bee

Oregon’s legislative session went out with a bang. Building on the renewagble energy standard passed earlier this summer that requires 25 percent of energy to come from renewables by 2025, this week Governor Ted Kulongoski signed key solar power policies that will continue to encourage solar manufacturing and solar energy systems in the state.

For starters, the tax credit for solar power projects jumped from 35 percent of project costs to 50 percent. A tax exemption passed for solar net metered systems, and a provision requiring public buildings to set aside 1.5 percent of their construction budget to fund onsite solar power technologies also made it through.

Jon Miller, executive director of the Oregon Solar Energy Industries Association, explained why solar power is good for Oregon:

It's another example of how we're growing manufacturing in the northwest. We're now a powerhouse in the United States in solar manufacturing. Oregon's established and educated semiconductor workforce makes it a natural fit for the solar PV industry.

Solar business is booming in Oregon. Indeed, two manufacturers (Germany-based SolarWorld AG and California-based Solaicx) have already committed to the state, and overall the solar industry is growing more than 30 percent annually. Oregon ranks 5th in the U.S. for solar hot water systems and in the top 10 for photovoltaic (PV) systems. By 2009, Oregon is expected to be the largest producer of PV cells in the U.S.

Renewable Energy Access

The Office of Energy Independence is charged with weaning the Hawkeye state off of foreign oil by 2025 – no small feat considering that Iowans use 78 million barrels of oil each year.

But put down your muskets for this revolution – Governor Culver is looking for anyone already working to research, develop, commercialize, or implement new methods of reducing our dependence on oil through renewable energy, biofuels like cellulosic ethanol, and energy efficiency. He’s currently interviewing about 50 candidates, with a Director expected to be named by the end of the month.

When describing the Office of Energy Independence, Iowa State University President Gregory Geoffroy put it like this: “We are going to do for biomass what George Washington Carver did for the peanut, and it won’t be for peanuts.”

(Carver was a famous scientist who attended and taught at Iowa State, and developed multiple uses for the peanut, including peanut butter)

Ahem.

The director will be expected to provide an Iowa energy independence plan and release an annual report each year on the state’s progress. The creation of the Office of Energy Independence complements the establishment of a climate change emissions inventory and registry, as well as the Iowa Climate Change Advisory Council to determine the best strategies for reducing climate change emissions.

Office of the Governor
RE-AMP RoundUp
U.S. Department of Energy

Ecotrust Canada, the Pembina Institute, the David Suzuki Foundation, and corporate partners have developed the Carbon Neutral Workgroup for Small Business, which will help companies calculate their global warming emissions and identify efficient means of reducing those emissions. Even better, the group wants to create free software for small and medium-sized business to show them how to cut their carbon footprints. The Pembina Institute, an NGO that provides education and consulting on clean energy issues, will offer one-on-one technical assistance.

The Workgroup points out that small businesses are responsible for about 30 percent of BC’s gross domestic product (GDP), making it a significant market in which to cut climate change emissions. Ian Gill, President of Ecotrust Canada, explained:

“It’s part of a growing ‘conservation economy’ driven by the dramatic change in consumer and corporate attitudes toward the environment as a result of global warming.” But no one is “talking or thinking about how” to help small businesses.

Small business owners will also learn about the emerging carbon offsets market, thereby giving them more tools with which to reinvest money into climate change projects in their local communities and offset their emissions.

Businesses involved in the Workgroup so far include an architecture firm, a bus company, fisheries, and a flooring and upholstery service.

EcoTrust Canada
The Vancouver Province

Congresswoman Solis explained why the bill is important:

"… I know that we can achieve the goals of becoming energy independent and reducing our global warming emissions. But the strength of our nation’s economy depends on the availability of a highly skilled and well-trained work force. This legislation is an opportunity to advance not only the energy security of our nation, but also the economic security of our families.”

During committee deliberation, Democrats defeated a Republican amendment to include coal-to-liquid technologies. Fuel from liquid coal produces more than double the amount of global warming pollution as petroleum-based fuels and doesn't help to solve the climate change problem.

The Green Jobs Act is part of House Speaker Nancy Pelosi’s “Energy Independence Day” plan. Other parts of the plan include bills that would set new energy-efficiency standards for home appliances, require more efficient lighting, promote green buildings in the public and private sectors, provide long-term incentives for companies to invest in renewable energy, and spend $3.5 billion over five years to improve how the U.S. grows and produces biofuels.

Congresswoman Solis
Gristmill, via Topix
Tri-Valley Herald
Washington Post
The Green Options Interview: Van Jones

We wrapped up our discussion on sustainability in the design industry by summarizing the challenges facing green design and how we might handle them, and discussed new ideas for bringing about change in our field.

One of many hurdles to the graphic design industry "going green" is a lack of comprehensive resources for designers to turn to. This is slowly beginning to change as sites like Design Can Change and renourish emerge, and little by little, the list of good green design resources is growing. We discussed that there may be a lot of information out there, but much of it is difficult for designers to dive into. Resources for designers seem to work best when they come from designers, and are also well-designed and easy to understand.

There is no specific set of criteria for certification of green design businesses. Jess mentioned that she is having her business certified as sustainable locally, but that the certification process definitely isn't catered to the communications industry, and some of the criteria don't make much sense to her business. Also, such certification really isn't available on a nationwide scale; only certain local entities offer it. Another problem with certification is that, as Dani mentioned, "there isn't one set standard; every designer and every business is going to have their own set of challenges," or even their own definition of sustainability. And, as Eric B pointed out, it's difficult to define standards for green design that are measurable when we don't even seem to have an accepted definition of design within the profession.

Dani brought up a good point during our talk: "In order to actually accomplish sustainability, it's important that people have a system that they can a) commit to, and b) they can do in stages, without feeling like they have to do everything at once." The lack of a system like this is perhaps what intimidates designers when they first learn about sustainability. The topic just seems so overwhelming that many don't know where to begin. Change needs to be incremental so that sustainability is more accessible. If people can commit to just a few changes a year, they would be less likely to be overwhelmed and steady progress toward a greener design industry would be made. As Eric K said, "Perhaps we have to extend the notion that you don't have to do everything perfectly, but you really should do something."

From this discussion we moved into a novel idea of Dani's suggestion: "An action plan for sustainability. What can you commit to this year?" This would be some sort of checklist for design businesses with different tiers of commitment as they make changes. The list of changes to implement could be checked off as they are completed, and the challenge would be to make a small number of changes each year, gradually greening the business in a way that isn't overwhelming or intimidating.

The idea of action plans was well-received by the group, and we began discussing how something like it might come about and how it would create change in the design industry. Dani mentioned that there need to be a variety of choices for change because each designer has their own limitations and business dynamics. The action plan would need to be transparent and flexible enough to allow it to be adapted for each unique business. It is important to give people information and allow them to make their own choices based on their own circumstances. The system would need to be rewards based and there would need to be some way to track progress and keep people accountable to the changes they have committed to. We decided to develop this action plan idea in a future discussion, with the hopes that by making an accessible checklist for change, designers would jump on board and get involved in greening their practices.

As our chat progressed, we talked about how we define the term "green design." Dani's approach to green design focused on materials: sourcing local and sustainable paper, ink, and printing, reusing and reducing the use of materials, and just thinking about the green options available for each project. I found it difficult to define green design because it's such a broad topic, but basically it means trying to make each project as low-impact and beneficial as possible, and using the design medium to communicate messages of sustainability. Designers, as communicators, have an immense power to provoke thought and change, and that is one of the main reasons I became a designer. Jess mentioned the need to expand the definition of green design beyond materials, and to focus on processes and choices during each project.

At the end of our discussion, we summarized the challenges we face as green designers and how we may address them. Some of those challenges include educating consumers, clients, and designers about sustainable options, overcoming the intimidation factor of sustainability, removing the stereotypes associated with going green, and the American tendency to be overly competitive and see going green as some sort of contest. We need to begin by educating each other and making sustainability a focus in design education as well. Green designers need to constantly be learning and sharing what they learn about sustainability, and discussing it with their vendors and clients. This may require discussing sustainability as a business advantage and revealing how interconnected it is to success. Change happens from the bottom up and the top down, so we need to use every avenue available to educate about sustainability and bring about change.

The enthusiasm and energy we shared about green design has renewed my interest in sustainable design and my faith in the design industry. As the Green Design Dialogue participants showed me, sustainability is alive and well in my chosen field, and it will only continue to be more important. Designers are making big strides in the right direction, and the fact that we're discussing the issue and seeing so many resources pop up is a good sign. We hope to continue the Green Design Dialogues (and the action plan for sustainability idea) in the future. I want to thank each person who participated in our first discussion, and I hope other designers will catch on and join us!