Business Benefits From Going Green

I ran across an article today in the Seattle Green Business Examiner that indicates there can be some solid bottom line benefit to conducting business with emphasis on values that include environmentally and socially aware practices.

The article states that:

Businesses who choose to follow a “green” path are finding that consumers want not only recyclable, sustainable products, but that they want sustainable, green business values to be reflected in the company philosophy as well. This can often mean a number of practices in a company must shift, including employee relations, investment strategies, packaging, and other corporate philosophies.

Although the main focus of the article is on charitable endeavors, the message is clear: businesses that reflect the values of their customers and that are respectful of the community are more likely to be successful.

Link to article: Green business values

Link to an article entitled: What makes a business green?

Do You Know Who Grows What You Eat?

It looks like buying local is a growing trend in the US. An article today on CNN reports that consumers are increasingly looking for that neighborhood connection in their food. Local farmers' markets are being seen as viable and sensible options for obtaining the freshest produce and dairy. Establishing relationships with the people growing and farming their food gives consumers more comfort than the more distant relationship in a supermarket.

Some terms used to describe the reasoning behind the choice to buy local:

1. Accountability
2. Safety
3. Freshness
4. Healthier
5. Supportive of sustainable farming vs. industrial farming
6. Sensible

Visionary Values supports fully the concept of buying local and supporting your area farms. Doing so helps build community and strengthens the bonds people have with one another and with the earth. Folks who share these ideals tend to be better stewards of our precious resources. So, if you have a local farmers' market, stop by and take a look, ask questions and take something home.

Take a look at the article here: 

Farm fresh movement a growing food trend

Green, Green Whadda Ya Mean?

What gives a company the "right" to call a product green? What are the values that comprise a green identity for a company or even a product? Of course you are all familiar with the concept of greenwashing. Since there clearly are no set standards for what constitutes green, consumers are left to their own devices to make that delineation. What is the key to spreading the word? Education! Listen, instead of waiting for the government or the companies themselves to establish green parameters, we, as consumers, must define the term with our wallets. Purchasing products from companies (and stores) that abide by standards of environmental responsibility, renewable resource use, sustainable production, employee repect, etc. will have the greatest impact possible if applied regularly and also modeled for our children and friends.

We at Visionary Values are working hard to create a reliable and comprehensive set of criteria and measurements to help consumers make educated and conscious decisions regarding the products they purchase and the companies they wish to support through their purchases.

For more information on greenwashing follow this link: Greenwashing Index

Cups of Hope

There is much evidence that the cumulative impact of many small efforts can have profound impacts on helping to both improve the lives of others as well as to help save the environment. In spite of a history of war and subservience, many farmers in Peru have found hope in the production of fair trade coffees produced through cooperative efforts.

After years of instability, these farmers are surviving in spite of a downturn in the global economy. Take a look at this BBC story on their struggles as well as the positive impacts our values of consumption can have on their lives.

Cooperatives in Peru

Get Ready For GreenFestival!

Green Festival™, is a joint project of Global Exchange and Green America (formerly Co-op America), that celebrates what’s working in your communities—for people, business and the environment.  The event will focus on finding solutions to help make our lives healthier—socially, economically and environmentally. Individuals will join with business and community leaders and come together to discuss critical issues that impact us at home and abroad. Organizations and businesses will showcase programs and products that restore the planet and all that inhabit it. Neighbor-to-neighbor connections will be formed, and skills will be shared to empower people to create positive change in the world.  Enjoy more than 125 renowned authors, leaders and educators; great how-to workshops; cutting-edge films; fun activities for kids; organic beer and wine; delicious vegetarian cuisine and diverse live music. Shop in our unique marketplace of more than 350 eco-friendly businesses—everything from all-natural body care products and organic cotton clothing to Fair Trade gifts and beautiful kitchen tiles made from renewable resources. See the most recent developments in renewable energy and green technology, sample Fair Trade chocolate and coffee and learn how to invest in your community, green your home and avoid products made in sweatshops. GreenFestival will take place in the following cities: Denver - May 2-3 Chicago - May 16-17 Washington, D.C. - October 10-11 San Francisco - November 13-15 Here is a link to a review of the Seattle event that took place at the end of March: Review

Something To B Lieve In

A little over a year ago I came across an organization whose mission was to certify companies that operate under a more stringent set of standards of responsibility. My first thought was that such an endeavor was quite noble and also very much needed. My second thought was more along the lines of let's wait and see if they can pull it off. It turns out that they have!

This non-profit organization called B Lab and their growing list of certified B Corporations (the "b" standing for benefit) have begun to catch the attention of more mainstream business publications like BusinessWeek and the Financial Times.

Their certification is based on meeting their "comprehensive and transparent social and environmental standards." You can review those standards as well as some sample reports on their website: www.bcorporation.net

You know as well as we do that educated consumers are increasingly frustrated by discovering that even their favorite "green" companies have some rather unpleasant skeletons lurking. If the folks at B Lab can offer an effective and trustworthy screening process that can identify the truly visionary companies, then we all benefit.

Ecological Intelligence

A new book by Daniel Goleman that reflects upon the impacts our purchases can have on the environment will soon be available. Old hat you say?! Think again! Goleman is most known for his most famous publication called "Emotional Intelligence: Why It Can Matter More Than IQ." The premise being that self-awareness, self-discipline & empathy are essential ingredients to success and happiness. Add to that that, unlike IQ, emotional intelligence is something anyone can improve upon.

In his newest book, Ecological Intelligence: How Knowing the Hidden Impacts of What We Buy Can Change Everything, Goleman reveals the hidden environmental consequences of what we make and buy, and shows how new market forces can drive the essential changes we all must make to save our planet. Ecological Intelligence draws on cutting-edge research to reveal why "green is a mirage," illuminates inconsistencies in our response to the ecological crisis, and introduces new technologies that reveal with "radical transparency" the eco-impact of products we buy, with the potential to drive consumers to make smarter decisions and companies to reform their business practices.

Paul Hawken says of the book: 

"Ecological Intelligence is a fascinating whodunit revealing the intricate processes that create our material world. Written by the acknowledged master on how to be a truly intelligent human being, Goleman reveals the complex web of impacts everyday products have upon people and habitat and how a new form of intelligence can radically alter consumption patterns from destructive to constructive."

I am currently in the middle of the original Emotional Intelligence book and look forward to seeing Goleman's application of these concepts to correcting our species' poor stewardship of the planet. If you have a chance, give it a read and then post a quick comment/review. We'd love to hear from YOU!!

Looks Green, Smells Green, But...

It looks like truth in advertising and green claims will become a ubiquitous part of our ever more complicated consumer panorama. Who is telling the "truth" when it comes to ingredients, practices and so on and so forth?!?

An article in the NY Times today focuses attention on the increasing green claims and the subsequent increasing greenwash claims that are following in their wake. Take a look at the article and tell us at Visionary Values what YOU think? Can these businesses & industries self-regulate or must they be strictly regulated by the government? Do YOU believe that consumers should or must play a role in this regulation?

We at Visionary Values believe that educated and informed customers are THE key part of this regulation. After all, if customers apply a socially and environmentally conscious set of criteria to their purchases, companies which do not fit the bill will not be able to maintain shelf space. Think about it!

An on with the story:

GREEN INC. COLUMN

Of 'Greenwash' and Image Management

But in a world growing weary of greenwash, reputation management would seem, asnever before, to be cutting both ways — particularly as environmental groups nurture ever-closer relationships with the businesses whose behavior they seek to improve.

To be sure, corporate greenwash is an increasingly contentious topic around the globe — and it has moved far beyond the regulation of patently false claims.

Late last month, for example, the Committee of Advertising Practice in Britain, the industry's self-regulating body, proposed stiff new rules for environmental advertising on television, including a requirement that eco-friendly claims should attach to the entire life cycle of a product — from raw material harvesting to factory and on to landfill.

In Australia, a similar industry body — the Australian Association of National Advertisers — issued new codes of its own last week.

Of particular interest in the rule-tightening was the use of vague and ultimately meaningless vernal imagery to imply "greenness."

Meanwhile, in the United States, the National Advertising Division of the Council of Better Business Bureaus said it was seeing a marked increase in arbitration cases dealing with green claims of one kind or another.

"It's not merely a case of companies trying to 'greenwash' — although that certainly exists," David Mallen, associate director for N.A.D., said in an e-mail message last week. "There is also genuine confusion in the marketplace about how consumers understand these claims and the appropriate means for substantiating them. Here, industry self-regulation plays a vital role."

Of course, environmental advocates have long argued that self-regulation is an oxymoron. And while government agencies like the Federal Trade Commission in the United States can and do step in on some patently false environmental claims, they are increasingly faced with a murky sort of "truthiness," to borrow a term, in green marketing.

What to do, after all, when a company exploits a minor but true green data point to the exclusion of its larger environmental record, or peddles meaningless green images and aphorisms?

Link to the article at: www.nytimes.com

What Color is Your Money?

It seems that these dire economic times are stirring up some fears of the future in some of our banking institutions. A green bank movement is beginning to emerge that will have its foundation resting solidly on the concept of a "triple bottom line" approach to finance: enterprise, environment and social equity. Wow, imagine how great things could be if capitalism began to calculate costs using a long-term approach! Here are some excerpts from a NY Times article discussing a recent approach to green banking:

'Green' banks sprout from ruins of economic crisis

The group (e3bank) announced today that the Pennsylvania Department of Banking has awarded e3bank conditional approval for a state charter for its flagship bank in the Philadelphia area. Once given full approval by the state and the Federal Deposit Insurance Corp., the new bank will open as a "green" triple bottom line bank, organizers said. It is already seeking investors and is raising money online.

E3bank joins a small but growing number of green banking centers sprouting as credit markets normalize. Just as the government is stepping in with the fiscal stimulus package with provisions designed to encourage consumers and businesses to go green, the banking industry is launching green incentives of its own.

The model that e3bank is pursuing envisions having loan officers accredited by the U.S. Green Building Council, or USGBC, as experts in its Leadership in Energy and Environmental Design (LEED) ratings program. Loan officers would be empowered to customize loans and lines of credit to commercial and residential borrowers planning green building projects and retrofits.

Instead of following the industry standard -- basing loans on a borrower's ability to pay and the up-front costs of the building -- e3bank officers will be authorized to modify debt-to-income and loan-to-value proposals. Financial products would be tailored to account for the up-front costs of more expensive green projects but also factor in cost savings from lower energy consumption that would be netted over the course of the loan.

Baldassarre said the bank would also be more flexible in extending loans for solar installations, geothermal heating and other technologies on existing buildings, knowing that the cost savings the extra energy would bring in affects the borrowers' ability to repay the loan. Loan officers at e3bank could also advise customers on the latest green building innovations and the various options that people with projects in mind could consider.

A long time participant in socially and environmentally responsible banking, South Shore Bank, also has its own envelope pushing intitiatives:

ShoreBank's green bank spin-off, ShoreBank Pacific, was established with the goal of "creating a conservation economy in the rainforest of the Pacific Northwest." It lends to local companies in Washington and Oregon in ways designed to encourage them to use less energy and lumber and reduce waste production and pollution.

ShoreBank's depositors are invited to support their green initiatives directly by putting their money into "EcoDeposits." The company also offers "environmental advisory services" to customers in the coastal Pacific Northwest, Michigan's Upper Peninsula, and urban centers where it conducts business.

Let's hope (and participate in) these types of ventures meet with enough success to force the financial dinosaurs into becoming active and willing participants in building and caring for today and tomorrow.

Check out the entire article at: http://www.nytimes.com/gwire

Here are some additional links to information about green banking initiatives:

www.treehugger.com

Christian Science Monitor

Triple Bottom Line

Conscious Consumers Craving Accountability

This review of a recently released study on consumer confidence in the greenness of products in companies is great food for thought. Who and how do we get information on these key issues of sustainability and environmental awareness?

The Corporate Responsibility Newswire - www.csrwire.com

BBMG Study Finds 'Green Trust Gap'

Interest in Green Holds Despite Recession, But Consumers Lack Confidence in Green Claims

(CSRwire) NEW YORK - March 24, 2009 - Nearly one in four U.S. consumers (23%) say they have "no way of knowing" if a product is green or actually does what it claims, signaling a lack of confidence in green marketing and revealing a widespread "green trust gap," according to the BBMG Conscious Consumer Report: Redefining Value in a New Economy, the second national study on purchasing behavior and social values by branding and marketing agency BBMG.

Consumers' lack of trust does not mean lack of interest. The BBMG report finds that 77 percent of Americans agree that they "can make a positive difference by purchasing products from socially or environmentally responsible companies," and they are actively seeking information to verify green claims. Consumers are most likely to turn to consumer reports (29%), certification seals or labels on products (28%) and the list of ingredients on products (27%) to determine if a product is green and does what it claims. Consumers are least likely to look to statements on product packaging (11%) and company advertising (5%), signaling deep skepticism of company-driven marketing. 

"The economic crisis has created a moment of reflection where consumers are redefining what truly matters and evaluating purchases based on both value and values," said Raphael Bemporad, co-founder of BBMG, an agency working at the intersection of branding, sustainability and innovation. "This is a moment for leadership. By delivering on the multiple dimensions of value - price, performance and purpose - brands will be able to close the green trust gap, weather the economic storm and thrive in the sustainable economy of the future."

Findings from the BBMG Conscious Consumer Report (2009):

• Interest in Green Holds Despite Tough Economy. Nearly seven in ten Americans agree (67%) that "even in tough economic times, it is important to purchase products with social and environmental benefits," and half (51%) say they are "willing to pay more" for them.


• Price and Performance Still Paramount, But Green Gains Ground. Price (66% very important) and quality (64%) top consumers' list of most important product attributes, followed by good for your health (55%) and made in the USA (49%). But green benefits have increased in importance since last year - including energy efficiency (47% very important in 2008, 41% in 2007), locally grown or made nearby (32% in 2008, 26% in 2007), all natural (31% in 2008, 24% in 2007), made from recycled materials (29% in 2008, 22% in 2007) and USDA organic (22% in 2008, 17% in 2007).


• Wal-Mart Tops List of Most and Least Socially Responsible Companies. When asked unaided which companies come to mind as the most socially or environmentally responsible companies, 7 percent of Americans named Wal-Mart, followed by Johnson & Johnson (6%), Procter & Gamble (4%), GE (4%) and Whole Foods (3%). Wal-Mart also topped the list of the least responsible companies (9%), along with Exxon Mobile (9%), GM (3%) and Ford (3%), Shell (2%) and McDonald's (2%). Interestingly, 41% of Americans could not name a single company that they consider the most socially and environmentally responsible.


• Consumers Reward, Punish and Influence Based on Corporate Practices.Seven in ten consumers (71%) agree that they "avoid purchasing from companies whose practices they disagree with"; and approximately half tell others to shop (55%) or drop (48%) products based on a company's social and environmental practices.

"At a time of radical transparency and a growing demand for accountability, consumers are rewarding brands that align with their values, punishing those that don't—and spreading the word with their family, friends and peers," said Mitch Baranowski, co-founder of BBMG. "Brands can close the trust gap by telling authentic stories and empowering a consumer tribe to share ideas, experiences and influence."

The BBMG Conscious Consumer Report explores the attitudes, preferences, values and experiences that shape consumer purchasing behavior, brand loyalty and peer-to-peer influence. Conducted by BBMG, in conjunction with research partners Global Strategy Group and Bagatto, the report combines ethnographic research in two U.S. markets (conducted in January and February 2009) with a national survey of 2,000 adults (conducted October 26 - November 6, 2008). The survey margin of error is +/- 2.2 percentage points.

About BBMG: With offices in New York City and San Francisco, BBMG is a nationally-recognized firm dedicated to creating innovative brands that reach, engage and inspire today's increasingly conscious consumers. Clients include ShoreBank, Clif Bar, ONE Drinks, Ceres, Green America, Social Venture Network, among others.

For more information please contact:

Andrea Retzky
BBMG
917-587-5473
www.bbmg.com

Phosphate Phree!

I ran across an interesting article on a great blog called triplepundit.com that talks about phosphate legislation and misinformation in the state of Washington. Here it is in it's entirety:

Clean Dishes...by any means necessary!

In an effort to reduce water pollution, the state of Washington initiated a ban on dishwasher detergents containing phosphates. Spokane County was the first to implement the ban last year.

Now while Washington isn't the only state to implement such a ban (Maryland, Pennsylvania, Virginia, Michigan, Vermont, Minnesota, Illinois, Massachusetts, and New York have either banned or are in the process of banning dishwasher detergents containing phosphates), Spokane, for some suspect reason, has drawn the attention of critics who are claiming that residents are actually driving out of the state to get dishwasher detergents that do contain phosphates.

Really?!!!

What we're now hearing is that some Spokane residents are driving about 10 miles or so to buy their phosphate-friendly detergents in Idaho. And why would they spend the extra time and gas money to get those detergents? According to reports, the non-phosphate varieties don't work as well. Here's an excerpt from a recent AP story...

“Many people were shocked to find that products like Seventh Generation, Ecover, and Trader Joe's left their dishes encrusted with food, smeared with grease and too gross to use without rewashing them by hand. The culprit was hard water, which is mineral-rich and resistant to soap.”

My friends, I live in Maryland, and we have extremely hard water. I've also used both Seventh Generation and Ecover, and have NEVER had a problem. Don't get me wrong, if you let your dirty dishes sit for a few days, then just throw them in the dishwasher, you might not get the best results. But the eco-friendly varieties have never let me down. And I'm suspicious of anyone who claims otherwise.

Nonetheless, I don't plan to lose much sleep over those in Spokane who can't live without their phosphates. After all, we expect the business community to do their part to clean up their acts. So shouldn't we expect the same of ourselves?

It's easy to blame “big business” for all of our environmental problems. But all too often we find excuses to shirk our own personal responsibilities. The business community has provided us with non-phosphate dishwasher detergents. So it's on us, the consumers, to do the right thing. And switching over to eco-friendly dishwasher detergents is the right thing.

It's not rocket science, folks. When large amounts of phosphates are discharged into waterways, they can cause excessive algae growth, which robs the water of oxygen fish need to survive. So doesn't it make sense to make a very simple change that can help us limit the phosphates being discharged into our waterways?

Of course, that doesn't mean we necessarily need a full-scale ban on dishwasher detergents containing phosphates. After all, most of us support a free market system that doesn't have to rely on government intervention. And I'm all for it. So instead of a ban, how about this: If some folks want to continue using the phosphate-friendly detergents – let them. Just make sure you tack on the environmental damage cost to the price of that detergent. Do that, and you'll see just how fast those eco-friendly detergents really do work!

Link to the story here:

www.triplepundit.com

So, what do well-intentioned consumers do when legislation is passed and then unfounded "gossip" causes less well-intentioned consumers to ignore these regulations in favor of using products that have proven to be harmful to our environment? Ask our little froggy what he thinks!

University of Wisconsin-Green Bay to host Environmental Symposium

A symposium on green innovations is scheduled for Earth Day to kick off University of Wisconsin-Green Bay's new Environmental Management and Business Institute.

The institute was announced in August with the goal of studying environmental issues and developing solutions to problems that recognize the critical interconnections between science, policy and business, and the social contexts within which they occur.

Interim Chancellor David Ward said the institute will help make Northeastern Wisconsin synonymous with sustainability and environmental leadership.

The university was founded 40 years ago with a focus on environmental education.

The Green Innovationsevent on April 22 will include speakers, breakout sessions and an entrepreneur's showcase. Topics will include biomass conversion, renewable energy sources, green business practices and developing human capital for sustainability.

Speakers will include:

 Author Bob Willard, who will talk about the business advantages of corporate sustainability strategies

 Larry Weyers, chairman and chief executive officer of Integrys Energy Group, who will talk about green energy

 Dennis Winters, chief of the Office of Economic Advisors at the state Department of Workforce Development, who will discuss the future work force. He will be the luncheon speaker.

John Stoll, institute co-director and UW-Green Bay faculty member, said the symposium is about informing people that the university is still innovative and environmentally focused.

"It is not just in the past. At no time in history has it been more important that it be in our future," Stoll said.

www.greenbaypressgazette.com

Sustainability and Branding: The Imperative of Continuity

This white paper, recently released by ADC Partners, identifies a number of the underlying reasons for initiating or maintaining sustainability programs, and for aligning a brand.

It has been suggested that the rapid and pronounced downtown in the economy will make it difficult for companies to continue aligning their brand with sustainability. A review of recent studies and surveys suggest that, in fact, the opposite is true, writes ADC Partners.

Companies that aggressively pursue sustainability may put themselves in a position of unique strategic advantage, the firm says. Ultimately, this can lead to more efficient business practices, an enhanced brand and improved fiscal performance.

ADC Partners has made a copy of its report available to GreenBiz.com for download (PDF).

Clearly folks are adjusting their decision-making to accommodate lower incomes and an unpredictable future. Do you believe that this major global economic downturn has had or will have an impact on current and future development of green initiatives? Are there certain areas that you feel will be more impacted? Less impacted? How has your decision-making changed?

Food For Thought

I listened to this piece on NPR when it first aired on March 26th. I also remember wondering how we get ourselves into situations where the true meaning of a word no longer carries the same intent. In this case, with trans-fat content, zero does not mean none. As consumers, do we want words to be misused or contorted to adapt to the needs and bottom line of corporations or governments?

Take a listen and tell us what you think! 

http://www.npr.org/

As Eco-Seals Proliferate, So Do Doubts

In the April 2nd issue of the Wall Street Journal the confusing state of green certification of consumer products is addressed. 

As green marketing has proliferated, so has the number of "eco-labels" competing to be the environmental equivalent of a Good Housekeeping seal of approval. According to the Web site ecolabelling.org, there are more than 300 such labels putting a green stamp on everything from cosmetics and seafood to bird-friendly coffee.

http://online.wsj.com

What are YOUR green parameters as a consumer? Let us know!

THE FAIR TAILOR - STARTING A LOHAS COMPANY

An interesting venture into consciously developing a company based on Lohas values! Check in from time to time to see how they are proceeding!

http://thefairtailor.blogspot.com/

Tell us (and them!) what you think of such a bold endeavor during these difficult economic times.

Sierra Club Green Home

Sierra Club Green Home is dedicated to helping you create a more sustainable home environment. Browse their site to learn more about all the things you can do. 

http://www.sierraclubgreenhome.com/

Citywide Green Business Program

The city of Long Beach, California is taking extra steps to support green businesses by unanimously agreeing to send a proposal to the City Council to put in place the initial framework for a Green Business Program.

Let's hope this proposal gets the support it needs and can help stimulate other cities to move forward with similar initiatives.

Thia announcement was found in the 7/24/2008 edition of the Press-Telegram located at www.presstelegram.com/

The Six Sins of Greenwashing

TerraChoice, a Canadian environmental marketing agency, has devised a guide for consumers  designed to inform them of important issues to consider when wading through the innumerable green claims currently being used by companies to sell their products. They call it:

"The Six Sins of Greenwashing"

1. The Hidden Trade-off
   
2. No Proof
   
3. Vagueness
   
4. Irrelevance
   
5. Fibbing
   
6. The Lesser of Two Evils
   

Assembled in 1995 as part of the Canadian Federal Government's effort to combat greenwashing, TerraChoice examines the full life cycle of products and the accompanying science of environmental claims. Products that pass the review can then receive Canada's official environmental certification mark, the EcoLogo. TerraChoice is currently completing a 20-year study of green marketing claims. They discovered that greenwashing is more prevalent when public interest in environmental issues is greater, and that there has been a gradual increase in claims over time.

Learn more about them at www.terrachoice.com

Read more on their blog at http://blog.terrachoice.com

We can ALL be part of the move towards Sustainability!

For some ideas on how to make your company or the company you work for more green, take a trip to GreenBiz.com and read through Logistics and Transportation: Key Steps to a Greener Supply Chain. This article looks at ways to make your processes less consumptive by reviewing your company's logistics in shipping and maximizing use of space, consolidating your shipments, obtaining green certifications, and using alternative fuels.

Click here for the article: www.greenbiz.com