We’ve just wrapped up publication of our latest research report: The Future of Green Business Strategy, and I’ve noticed the volume on Green has turned up a few notches since we began researching this report a few months ago.
Just today, I came across a new site by the American Institute of Architects designed to inform both architects and the general public on the world of Green building. The site is a perfect example of how various organizations around the globe are cutting through the “noise” to communicate a clear, focused message on sustainability and the environment. It’s called Walk the Walk, and it features a number of resources, tutorials, and videos that inform visitors on the many facets of Green architecture and construction. There are two dedicated sections: one for people in the industry (architects, builders, designers) and one for everyone else (anyone considering remodeling or construction). The information on the site is clear, honest, and direct. It doesn’t focus too much on the “crisis” aspect of Green—rather, it offers much food for thought around how to simply make things better.
I then stumbled on a recent Newsweek interview with William McDonough, a Green architect and co-founder of McDonough Braungart Design Chemistry, the organization that hatched the very progressive (and smart) Cradle-to-Cradle certification program.
Then, in flipping through a couple of issues of BusinessWeek that I’ve been neglecting, I read the recent cover story on the Olympics and innovation. The article is a neat look at how different companies are showcasing innovations both big and small at this year’s Olympic games. Some of the more cutting edge innovations have to do with—you guessed it—Green. I then turned to another BusinessWeek article by Marty Neumeier entitled Designing the Future of Business. This one is focused on how Design (capital D) should be at the heart of the way businesses operate. Neumeier’s final thought really crystalizes the essence of the article: “We can no longer play the music as written. Instead, we have to invent a whole new scale.”
All of these tidbits (worth a read, if you have some time) support the thinking that went into our latest report. The Future of Green Business Strategy is focused on the idea that Green is a really powerful platform for innovation, and the companies and brands that understand that are poised to enjoy tremendous growth and success in the years ahead. It’s not just about tacking carbon offsets onto your offerings or rebranding your products with eco-focused labels. The public, your customers, aren’t going to buy half-truths for very much longer.
It all boils down to necessity—resources are limited, and if we keep using resources and ignoring the bigger picture, we’re going to run out of the fuels, materials, and systems that support our current way of life.
So whether or not you subscribe to climate change theories or tree-hugging philosophies is irrelevant; we need to start doing things differently. Green is quickly evolving into a force that’s far bigger than a mere trend. Green is about health, wellness, sustainability, and balance. It’s about growth and economic success for companies that understand how to create new value in an over-saturated marketplace. It’s about legacy for the Baby Boomers. It’s about progress for Gen Xers. It’s political posturing for presidential candidates. And it’s innovation for companies that understand its significance.
How are you going to stay relevant and competitive in a world where Green delivers the ultimate advantage?
Here’s an overview of The Future of Green Business Strategy for you to click through.