Green Business Advantage Prospectus Burnet D Brown
"I personally believe that sustainability is
the most important issue facing the
automotive industry and industry in
general in the 21st Century."
— William Clay Ford, Jr., 2000
Chairman, Ford Motor Company
“I recognize the right and duty of this
generation to develop and use the natural
resources of our land; but I do not
recognize the right to waste them, or to
rob, by wasteful use, the generations that
come after us.”
— Theodore Roosevelt, 1910
What is Sustainability?
❏ Sustainable development is development that meets
the needs of the present without compromising the
ability of future generations to meet their own needs.
Brundtland Commission, 1983
❏ Sustainable products and services are products,
materials, and services that create more productive
and healthier work environments that respond to
today's needs without imposing additional costs
upon future users. They are guided by the efficiency
advantages of "cradle-to-cradle" rather than "cradle-
Why Green Products?
❏ Green products (also called Sustainable Products) deliver
❏ Sustainability Advantage = Competitive Advantage…
Increased worker productivity (Studies by USPS, Lawrence
Berkeley National Laboratory, GAO, RMI)
Reduced contingent liability
Greater indoor air quality, visual, thermal, and acoustic comfort
creates a healthy, low-stress environment that improves
productivity and reduces liability risks. (GSA)
Green buildings typically sell or lease faster, and retain tenants
better than non-green buildings. (McDonough)
Why Green Products? (Continued…)
US Post Ofﬁce Productivity Chart
Source: Romm (DOE) and Browning (RMI), "Greening the Building and the Bottom Line” 1994
❏ 6E (Ecology, Ergonomics, Economics, Emissions, Energy and
Developed by TCO, The Swedish Confederation of Professional
Employees (Swedish professional trade organization with 1.2 million
members) to make it easier for companies and their employees to be
able to develop systematic operating methods that respect both the
external and working environments..
Product labeling. Informed decision-making. Higher productivity.
Where Should We Start?
Start with the low hanging fruit:
companies that already
manufacture and market green
There are approximately 100,000 companies
in the U.S. that make or sell green products.
These companies have a clear understanding
of the environmental advantages offered by
their products and services.
Logically, these companies should be at the
forefront of buying and using green products
and services. And some are...
...But most are focused on “selling” green
rather than “buying green.”!
❏ Most do not apply the same level of sustainable thinking
to their own purchasing practices and management
The manufacturer of electric hybrid vehicles does not
necessarily buy recycled computer disks or office
carpets made of sustainable materials.
The waste management company does not
necessarily purchase energy efficient light bulbs or
sustainable “cleaning products.”
The manufacturer of solar panels does not necessarily
use recycled 80-20 modular carpeting or bio-based
packaging materials for shipping its products.
❏ Manufacturers and marketers of
sustainable green products and services
need higher sales to secure greater levels
of growth and market share advantages
over their “non-green” competitors.
❏ The financial health of green companies
and the green industry will benefit
significantly by capitalizing on
opportunities for “buying green” from
❏ Green companies already understand the
principle of environmental advantage:
They need only broaden its application.
❏ They have a vital interest in accelerating
market demand for green products.
❏ Companies benefit through...
Sustainable cost savings yielding competitive pricing
advantages & higher margin potential
Reduced exposure to liabilities & litigation
Healthier and more productive workforce
Lower insurance premiums
Higher resale value, faster leasing, sales and longer
tenant occupancy (where sustainable building design
and management is employed)
Sales advantage ‘point of difference’ by growing safe
and trusted products, services and brands
Networking advantages with companion ‘green
PR advantage over “non-green” competitors
❏ Most companies are not aware of the wide range
of new green products available that are capable
of displacing non-green products that they are
❏ Most companies cannot afford the labor and
time-intensive effort required for researching
and tracking down “green products” that are not
conveniently available through conventional
retail distribution channels.
❏ A business-to-business enterprise that:
Enables companies to easily find and purchase green
products and services to meet their needs.
Offers a compelling convenience advantage.
Allows you to minimize transactional costs associated
with researching, identifying, testing and acquiring.
Offers the opportunity not only to benefit as a buyer of
green products but also as a seller of green products.
Enables companies to reach a highly qualified customer
base already pre-disposed to environmental and
Promotes demand for sustainable products and services.
Introducing the Green Business Advantage...
User Friendly Product
Source for Competitive
Finding Green Advantage Support
Pre-disposed to Green Product
Buy Green Information
Sales Teams Price
Targeting Key Advantage
GBA Products and Services
❏ A simple, user-friendly, one-stop information
clearinghouse and e-commerce shopping resource
that companies can turn to for “Greening” their
❏ Product search support for companies seeking “hard-
to-find” green alternatives.
❏ Discounts on green products and services for GBA
registered member companies.
❏ 3rd party independent evaluations which rate product
performance enabling buyers to make “informed
purchase decisions” and minimize purchase risks.
GBA Products & Services (continued)
❏ Opportunity for inclusion of your product in
GBA partner sales team presentations to key
target market segments.
❏ Access to special training seminars, industry
experts, “how-to-implement a green procurement
program in your company.”
❏ GBA-hosted conferences and trade shows.
GBA Products & Services (continued)
❏ E-commerce portal featuring online store
where companies can find and order “green”
❏ Enables companies anywhere in the U.S. to
access and order quality brand green products
❏ Additional features including online advice,
product reviews, bulletin boards, links to
green company and government websites.
The Target Market
Priority Criteria Sub-Category Examples
Manufacturers of "Green Renewable Energy Companies Siemens Solar, BP Solar
Products" Energy Efficiency Manufacturers Johnson Controls, Inc.
Water Conservation Companies ETL, Niagara
Electric, Gas & Water Utilities SCE, Con Ed, LADWP
Energy Services Companies Armstrong Industries, Interface
Building Products Manufacturers Kenaf Internat'l, ADM, Cargill
Bio-based Products Manufacturers Enviro-Tech Resources
Recycled Products Companies Calstart, DaimlerChrysler
AFV Transportation Companies
Retailers and institutions Nature & Wildlife Retailers Wild Birds Unlimited,
appealing to customers Backpacking & Outdoor Retailers Adventure 16, REI, etc.
and constituents with Green Hotels Sheraton Suites Alexandria
environmental values Colleges and Universities Green Hotels Association
Organizations with Government (local state and federal Kings County, WA, Cities of
aggressive green agencies) Chattanooga, Santa Monica
procurement programs Private Sector Warner Bros.
Organizations with National & State Parks Yosemite National Park
primary environmental Eco-Tour Companies Lindblad Cruises
missions Conservation Agencies Calif. Conservation Corps
Target Markets (continued)
Priority Criteria Sub-Catego ry Examples
Professional Services Energy & Environmental Consulting Ogden Environmental
Firms & Energy Services
Engineering, Construction Engineering and management ICF Kaiser, Tetra Tech
& Management Services services firms in construction, Turner Construction
energy services (ESCOs), Johnson Controls,
environmental, water & resource Honeywell, etc.
Environmental Achievers Recipients of Environmental
and Innovators Awards
A. Government (partial list)
FEMP Energy & Water Wright-Patterson Air
Management Award Winners Force Base
EPA Closing the Circle Awards U.S. Postal Service
California Waste Reduction Target Stores, Disney,
Award Recipients Herman Miller
B. Private Sector (partial list)
Hotel Assn's Stars of the Hilton Hotels (Hilton
Industry Good Enviro- Washington & Towers)
Organizations with Private sector companies with 3M, McDonalds, Ben &
Aggressive Environmental demonstrated commitment to Jerry's, Patagonia, The
Programs environmental values Body Shop
Target Markets (Continued)
Priority Criteria Sub-Catego ry Examples
Engineering, Pollution Solid waste, hazardous materials, Waste Management, Inc.,
Control, P2 and Waste toxic substances, ground water Woodward Clyde
Management Services protection, land reclamation, etc.
Trade Organizations Green Building Industry Green Building Council
Environmental Industry Assn of Environmental
Energy Industry Assn of Energy Services
Media Trade media organizations Energy News, Envir'l
Science & Technology
Broadcast and print media Discovery Channel,
companies Outside Magazine
Organizations with Primary Medical Equipment & Hospitals Kaiser Permanente,
Health-Related Missions Fitness companies Baxter Healthcare Corp.
Companies with Companies seeking a turn-around Ford Motor Company
Announced Desire or emphasis in their organization's
Demonstrated Need corporate environmental values &
Companies with records of
environmental fines, violations,
water conservation problems, etc.
❏ Green Seal
❏ AARC (venture capital)
❏ Government Sales Associates
❏ Green Product Advantage
❏ Sales Force
❏ Channel managers
❏ Customer feedback mechanism
Phase 1 Sales Priorities
GBA Phase 1
Parks Hotels Colleges Military
❏ If you consider your company to be a “green
company” do you…
Have “sustainability” incorporated as a central
precept in your management strategy and
Have a green procurement program in place?
…A program guiding purchases of furniture?
Carpeting? Cleaning products? Lighting? New
building initiatives? Office equipment?
Vehicles? Shipping services? Etc.
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