Friday, January 11, 2008

Why Going Green is $Green$

Lessons I learned from Sustainability expert Bob Willard:



Awakened consumers and concerned institutional investors are pressuring companies to be more responsible about their environmental and social impacts. Consumers and investors have added their voices to the previously lonely solos of NGOs and concerned scientists to form a chorus of demanding stakeholders.

A grassroots groundswell of consumers, stockholders, institutional investors and economists such as Nicholas Stern of the World Bank are prompting businesses to adopt sustainability principles. As a result, corporations have to respond to these market forces and the smart ones will clean up. This momentum is the main driving factor for business professionals to integrate sustainable practices as a competitive business strategy.

Whether you call it sustainable design, sustainability, corporate social responsibility (CSR) or the triple bottom line, it all focuses on one thing: asset management. Sustainable business leaders value their financial, manufactured, natural, human and social capital alike. They recognize the value of each, rather than measuring growth based upon economic success alone.

CSR is morphing from optional, marginalized philanthropy to mainstream strategic corporate practice; from a feel-good factor into a fundamental risk-management factor; from charity to enlightened self-interest; and from being fashionable to being a strategic business imperative. “Sustainability” is becoming synonymous with “high performance.

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