Green Options

There’s just too much emphasis on “getting a job” these days.

Okay, so we’re at nearly 10 percent unemployment nationally (if you believe the Federal numbers), so many people are without a steady stream of bi-monthly paychecks. Yet, 90 percent of Americans who had a job when the economy tanked, still do. But for some that means being a wage serf, cubicle clone or working in the Dilbert world of dysfunctional corporate America – working hard to make someone else richer (and often, with ecological impacts). There’s too many CEO bonuses and none for the employees who clean the counters, work on the assembly lines (ideally making hybrid vehicles), or take care of customers. The vast majority of education system continues to be committed to helping people find jobs, not make a sustainble life, especially one that doesn’t destroy the planet or exploit people (though more are starting “sustainability curricula”).

What we need is less of an emphasis on transforming less-green jobs to more-green jobs for the plethora of job seekers. There’s nothing wrong with getting a job (there are a few great companies, some that even offer employee ownership and stock, in addition to addressing the development needs of their workforce).

But if you want to gain an upper hand on life, more self-employed or self-owned enterprises are discovered that you can keep more of your hard-earned money by working for yourself. As I write about in ECOpreneuring, doing so allows you to also reinvest our profits in ways that either restore the planet and/or improve the well being of people living in our community, nation and planet. These businesses have a triple bottom line and many have ditched the commute to some office, working, instead, from a home office.

By contributing guest author Ida Cheinman, Principal and Creative Director of Substance 151, a strategic design agency for Green Printer’s “Design Goes Green” series.

We live in a time when “sustainability” is topping the buzzword charts and a wave of greenwashing is flooding the mainstream. We live in a time of intense competition, gloomy economic forecasts and rapidly disappearing marketing budgets, but also in a time when more and more companies and organizations strive to uphold higher environmental and social values, making the shift to the triple bottom line economic model. Sustainability and social responsibility are the forces that drive many of today’s business decisions; they also change the way organizations re-think their branding and marketing strategies. As marketers and business leaders, we are faced with the challenge of finding differentiation by creating empowering and memorable brand experiences for our audiences in the increasingly crowded sustainable marketplace.

So, What are the rules?

There’s more to buying that high-tech gizmo or fancy new clothes, especially if you put it on plastic.   If you’re anything like the so-called average American with combined balances on your credit cards pushing upwards of $10,000 per household, then you’re paying a lot more than the purchase price after factoring in an exorbitant interest rate on the unpaid balance.  Just one credit card with a balance of $15,000 and a monthly minimum payment of $300 based on an interest rate of 13 percent would take nearly twenty years to pay off, amounting to nearly $9,000 in interest, according to the website Cardweb.com.

To save or spend?

This raging debate among economic recovery pundits mask the reality that based on our current “free trade” global economic system, what we really mean by spending is consuming.  And in this global free trade system, ecological costs are “externalized” if we use the correct economist’s jargon.  As a result, we pollute, destroy and exploit where ever we can.  If you can’t do this in the United States very easy thanks to national laws and regulations, well then, export your manufacturing and service operations to places that don’t have many, or any, regulations.  Then import these products back into the U.S. to sell at a big box store, plopped down where there used to be viable farmland.  For example, these BIG companies move operations to places where poor people can sort through toxic junk computers for scrap or to places where throwing something away can’t possibly ruin our own clean air or water in our communities.

According to Emily Kaiser’s analysis for Reuters:  “U.S. President Barack Obama needs to convince Americans to spend now and save later in order to get the U.S. economy back on solid footing.”  It doesn’t have to be this way.

Often stressed ecological systems emerge, evolve and reorganize in the most innovative ways.

The same holds true for T. S. Designs, the nation’s largest maker of the most sustainably printed T-shirts.  It’s a company that revolutionized the very process of manufacturing.  Isn’t this the kind of innovation and creativity President Obama is calling for?

Ironically, T.S. Design’s transformation was brought about by the North American Free Trade Agreement (NAFTA), championed by the US government under the Clinton Administration, that nearly destroyed their business when their customers shifted to off-shore sources for cheaper T-shirts.

T. S. Designs, founded by Eric Henry and Tom Sineath, now uses 95 percent American-made organic cotton in their T-shirts. Its patented REHANCE printing process allows them to avoid using plastisol, normally made out of polyvinyl chloride (PVC), thus reducing the harmful ecological impacts of these ubiquitous products. As I write about in ECOpreneuring, T.S. Designs doesn’t just make an eco-effective product; it transformed its business model from a focus on profits to operating by a triple bottom line: people, planet and profits. Instead of selling to the Gap and Nike, it now sells to Whole Foods Market and Greenpeace.

“Although Tom and I have always taken care of our employees and tried to make socially and environmentally responsible decisions with our business, our transition to a triple-bottom-line business was not spurred by inspiration, but by desperation,” admits Eric, about their transition. “We believe that if you go outside your market to source a product that your market is capable of supplying, that is not sustainable. Unfortunately, this is due to NAFTA’s and the World Trade Organization’s missions that are driven solely by consumer price and do not consider environmental or quality-of-life costs.”

We live and breathe design 12 hours a day, and are involved with many top designers…The future of green branding is going back to the earth. Nature and the photo-realistic incorporation of real elements are coming in the next year or so to the mainstream.

What sort of efforts does the US Army undertake to protect and manage it impacts on the environment? Perhaps surprisingly to some, the legislative muscle behind Army programs to protect the environment is actually quite robust.

A growing segment of eco-conscious citizens are recognizing how both living green and supporting the local economy are integral to a more sustainable world.

Here are five strategies adapted from a complete action item list at small-mart.org, a web site inspired by The Small Mart Revolution: How Local Businesses Are Beating the Global Competition by Michael Shuman:

1. Buy Fresh. An age-old tradition of supporting local agriculture is experiencing a resurgence. More people are shopping at farmers markets, joining co-ops, and buying shares at community-supported agriculture (CSA) programs. Many such businesses are listed in directories provided by sustainability business networks.

It doesn’t need to stop with buying local produce. Supporting other food operations like the neighborhood baker, cheese maker, or caterer also helps bolster the local economy. All of these local food practices help communities lessen their carbon footprint by forsaking a broader distribution network and the environmental costs of long-distance shipping.

As some people in sustainability circles know, Philadelphia is not just the birthplace of America, but also a vanguard city of what is often referred the Living Economy movement, or the local ECOnomy.

Under the direction of Philly’s White Dog Cafe, its proprietor Judy Wicks, and other local pioneers, a sustainable business network has served as a prototype for a local Living Economy that advances the triple bottom line (”People, Places, Profit”).  This group has proven that business owners and entrepreneurs can be green and socially conscious and still be prosperous.

Wicks founded the White Dog Cafe in 1983. It subsequently grew from a coffee-and-muffin shop to a full-service restaurant serving organic and locally produced food. Committed to supporting humane farming practices, Wicks continued to search out the right food vendors until she could say for sure that the White Dog featured a cruelty-free menu. Her restaurant continued to reap profits, but she wasn’t content with simply staking out a market niche. She also wanted to share the knowledge she had acquired with other businesses, even if that meant helping out the competition.

Having a tough time trying to find that perfect gift for your ecopreneur? Below are just 4 oft-recommended books from a variety of topics that may interest the ever hard-to-buy-for ecopreneur. Best of luck on your holiday shopping and if you have any other books that you would recommend please let us know!

Against the Gods – A worldwide bestseller for the ecopreneur that would enjoy a very interesting, historical perspective on entrepreneurialism and the concept of risk. Google book describes it as a “narrative that reads like a novel, chronicles the remarkable intellectual adventure that liberated humanity from the oracles and soothsayers by means of the powerful tools of risk management that are available to us today. This is a richly-woven tale of Greek philosophers and Arab mathematicians, of merchants and scientists, gamblers and philosophers, world-renowned intellects and obscure but inspired amateurs who helped discover the modern methods of putting the future at the service of the present, replacing helplessness before the fates with choice and decision.”

Preview it at Google Books here

Triple Bottom Line – Andrew Savitz. If you have not already come across this book, now is the time. A must read for ecopreneurs, business managers, social responsibility managers, and consumers and investors. The Triple Bottom Line illustrates the connection between the financial, social, and environmental bottom lines of any operation and demonstrates that innovative and profitable solutions to the real problems companies face can come from sustainability. This book is becoming one of the essential pieces of literature guiding many of today’s top companies transition into a more sustainable business model.

Preview it at Google Books here.

Is sustainability a national security issue? Politicians, policy makers and academics may be willing to argue sides of that question, but for the U.S. Army, the answer seems to be “Yes, sir!” Following up on earlier announcements of solar arrays and emission reduction goals, the Army released its first annual sustainability report on Friday. Covering the period of FY 2004-2007, the report notes a number of encouraging trends:

• Sixteen Army installations with comprehensive Installation Sustainability Plans in place.
• 78% (301) of FY07 ArmyMilitary Construction projects designed to at least U.S. Green Building Council’s LEED® new construction certification standards.
• 100% (161) installations with an Environmental Management System (EMS) in place with 31% in conformance to ISO14001
• 8.4% reduction in facility energy useintensity (KBtu/gross square foot/per year, since FY03)

Challenges still exist, of course. Among them:

• 35% increase in Hazardous Waste (HW) generation as reported for CY03 to CY06 and an 8% increase in pounds HWgenerated per $1000 net Army cost of operations.
• 11% increase in absolute Toxic Release Inventory (TRI) releases as reported for CY03 to CY06, but a 13% decrease in pounds TRI released per $1000 net Army cost of operations.

It’s time to join tens of millions of Americans who are rediscovering commerce in a local ECOnomy where customers are not treated like “consumers,” but rather as friends, fellow citizens, or neighbors.

While visiting a good friend in Baltimore, Maryland, my family and I wandered the narrow streets of Fell’s Point, the eclectic and artistic enclave and community that offers a more laid back vibe than the festive and equally bustling Baltimore Inner Harbor, peppered with national franchised restaurants and retail chain stores. As travelers, we recognized how the “buy local” movement echoes the growing ecotravel movement, allowing us to experience an authentic sense of place, supporting the restoration and redevelopment of neighborhoods and preserve one-of-a-kind businesses that create one-of-a-kind communities.

We ended up spending most of our day in Fell’s Point where the somewhat Bohemian community seemed to soak up its reputation not just for its retail district and overall attractiveness to hang out or go jogging, biking, or strolling. It’s one of the places where buying local thrives as Buy Local Baltimore, a project of the Chesapeake Sustainable Business Association. Buy Local Baltimore is an educational and marketing campaign designed to encourage area residents to patronize local independent businesses in an effort to improve the quality of life in Baltimore neighborhoods and enhance the economic vitality of the greater Baltimore region. Baltimore’s take on building a more vibrant local economy with small business entrepreneurship reflects the larger movement afoot nationally which often emerges from such organizations as the Business Alliance for Local Living Economies (BALLE).

We ducked into artisanal shops, learned about the history of the area at the Fell’s Point Maritime Museum and sipped a cafe mocha at the Daily Grind, featuring coffee roasted right in town and served up with a smile and a discount for bringing in my own mug. For dinner we savored locally harvested steamed mussels at Bertha’s — even my young son enjoyed one.

We picked up a card from the Buy Local Baltimore which nicely summarizes some of the many reasons why we could do a little more commerce in our communities (instead of shopping at big box stores where most of the money, especially those profits, leaves our community):

1. Keeping money in the neighborhood.

On average, for every $100 spent at a locally owned business, $45 stays in the community according to Buy Local Baltimore. For a chain store, less than $14 stays in the community.