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Green Business is Good Business


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A presentation on the state of green business in Hawaii and beyond. Also, using The Natural Step framework for sustainablity strategic planning.

Published in: Business, News & Politics
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Green Business is Good Business

  1. 1. Green Business is Good Business Andrea Dean •
  2. 2. Andrea Dean, MBA Green Business Coach, Consultant, Trainer <ul><li>Coaching </li></ul><ul><li>Classes / Webinars </li></ul><ul><li>Consulting </li></ul><ul><li>Facilitation </li></ul>
  3. 3. Why Green Business? <ul><li>Overshoot is eroding our natural resource base </li></ul><ul><li>Increased exposure to risk </li></ul><ul><li>Increased Costs </li></ul><ul><li>Supply Disruption </li></ul><ul><li>Reduced Quality </li></ul><ul><li>Tougher Policy Frameworks </li></ul><ul><li>Societal Shifts </li></ul>Source: World Wildlife Fund- One Planet Business
  4. 4. Green Business Sustainable Business Triple Bottom Line Other? Corporate Social Responsibility Terminology
  5. 7. Triple Bottom Line Business must pick up the three pronged fork of sustainability to help society achieve the interlinked goals of economic prosperity, environmental protection and social equity. Source: People Planet Profits
  6. 8. Defining Green Business Green businesses operate in ways that solve, rather than cause, both environmental and social problems.  These businesses adopt principles, policies, and practices that improve the quality of life for their customers, their employees, communities, and the environment. Source:
  7. 9. What is Sustainability? <ul><li>&quot;Humanity has the ability to make development sustainable--to ensure that it meets the needs of the present without compromising the ability of future generations to meet their own needs.&quot; </li></ul><ul><li>Brundtland Commission Report </li></ul>
  8. 10. The Natural Step <ul><li>A shared science- and systems-based definition for sustainability </li></ul><ul><li>A decision-making framework and process to help organizations and communities plan for sustainability </li></ul><ul><li>A compass to help us know if we’re moving in the right direction </li></ul>
  9. 11. The Natural Step Framework Source: The Natural Step
  10. 12. Natural Step- Key Concepts Source: The Natural Step
  11. 13. The Funnel Source: The Natural Step
  12. 14. Four System Conditions Source: The Natural Step
  13. 15. Backcasting Source: The Natural Step
  14. 16. A-B-C-D + E Source: The Natural Step & Alex Frost, Hawaii County Resource Center
  15. 17. The Natural Step <ul><li>Does your organization have a definition of sustainability? </li></ul><ul><li>What is, with reference to this definition, your gap to sustainability? </li></ul><ul><li>What are you doing, at the strategic level of the organization, to bridge that gap? </li></ul>Source: The Natural Step
  16. 18. The Natural Step- Online Course <ul><li> </li></ul>
  17. 19. Defining Green Business Are any businesses sustainable? Question
  18. 20. Interface Stonyfield Farm Patagonia
  19. 24. Mystery Environmentalist… <ul><li>MYSTERY COMPANY’S environmental goals are simple and straightforward: </li></ul><ul><li>to be supplied 100 percent by renewable energy; </li></ul><ul><li>to create zero waste; </li></ul><ul><li>and to sell products that sustain our natural resources and the environment. </li></ul>
  20. 26. Today’s Environmentalists <ul><li>Microsoft </li></ul><ul><li>Whole Foods </li></ul><ul><li>Kellogg’s </li></ul><ul><li>McDonalds </li></ul><ul><li>Home Depot </li></ul><ul><li>Disney </li></ul><ul><li>UPS </li></ul><ul><li>Coca-Cola </li></ul><ul><li>Starbucks </li></ul><ul><li>PepsiCo. </li></ul>Source: Strategies for a Green Economy, Joel Makower
  21. 27. What About the Economy? <ul><li>In 16 of the 18 industries studied, companies committed to sustainability outperformed industry averages by 15% over the six months from May through November 2008.  </li></ul><ul><li>From a market capitalization perspective, this superior performance averages out to $650 million in protected market capitalization per company. </li></ul>Source: A.T. Kearney, Inc, Green Winners: The Performance of Sustainability-focused Companies in  the Financial Crisis
  22. 28. What About the Economy? <ul><li>“ Our study indicates that the market rewards specific companies,” said Dr. Daniel Mahler, author of the study.  “We find common characteristics among the leading companies that show that sustainability goes far beyond the narrow definition of being environmentally friendly.”  These characteristics include: </li></ul><ul><li>A focus on long-term strategy, not just short-term gains </li></ul><ul><li>Strong corporate governance </li></ul><ul><li>Sound risk-management practices </li></ul><ul><li>A history of investment in green innovation </li></ul>Source: A.T. Kearney, Inc, Green Winners: The Performance of Sustainability-focused Companies in  the Financial Crisis
  23. 29. Results? Source: © Greener World Media, Inc ( <ul><li>Bad News </li></ul><ul><ul><li>Greenhouse gas emissions are up </li></ul></ul><ul><ul><li>Telecommuting is down </li></ul></ul><ul><ul><li>E-Waste is up </li></ul></ul><ul><li>Good News </li></ul><ul><ul><li>Cleantech investments up </li></ul></ul><ul><ul><li>Clean-Energy Patents up </li></ul></ul><ul><ul><li>Energy Efficiency up </li></ul></ul>
  24. 30. Results? Source: © Greener World Media, Inc ( <ul><li>Good News </li></ul><ul><ul><li>Paper Use & Recycling </li></ul></ul><ul><li>Staying Afloat </li></ul><ul><ul><li>Green Jobs </li></ul></ul><ul><ul><li>Packaging Intensity </li></ul></ul><ul><ul><li>Toxic Emissions & Toxics in Manufacturing </li></ul></ul>
  25. 31. Source: Michael Kramer, Natural Investments LLC & Founder Kuleana Green Business Program
  26. 32. Source: Michael Kramer, Natural Investments LLC & Founder Kuleana Green Business Program
  27. 33. Source: Michael Kramer, Natural Investments LLC & Founder Kuleana Green Business Program
  28. 34. Picking the Low Hanging Fruit Energy Conservation Green Purchasing Water Conservation Resource Conservation Waste Reduction Source: Tracy Solomon- Sustainable Business Consulting
  29. 35. Kona Brewing Company <ul><li>Energy Efficiency: $20k in 8 months </li></ul><ul><ul><li>Maintenance of HVAC (air conditioning and ventilation) </li></ul></ul><ul><ul><li>Thermostatic regulation </li></ul></ul><ul><ul><li>What’s on and off (ovens, office equipment) </li></ul></ul><ul><li>Waste: $80/month </li></ul><ul><ul><li>Recycling 11 tons/ month </li></ul></ul><ul><li>Green Purchasing: $600 - $1,000/month </li></ul><ul><ul><li>Compostable / PLA products </li></ul></ul>Source: Tracy Solomon- Sustainable Business Consulting
  30. 36. Volcano Island Honey Co. <ul><li>Environmental </li></ul><ul><ul><li>Packaging </li></ul></ul><ul><ul><li>Carbon Offset </li></ul></ul><ul><li>Social </li></ul><ul><ul><li>Four day work week </li></ul></ul><ul><ul><li>Massages </li></ul></ul><ul><ul><li>Swimming </li></ul></ul><ul><ul><li>Education </li></ul></ul><ul><ul><li>Red Cross Training </li></ul></ul><ul><ul><li>Simple IRA </li></ul></ul><ul><ul><li>Flexible Schedules </li></ul></ul><ul><ul><li>Donations </li></ul></ul><ul><li>Bee Green </li></ul>
  31. 37. Triple Bottom Line Actions <ul><li>Social Events/Meetings </li></ul><ul><ul><li>Use re-usable dishware. Use compostables only when absolutely necessary. </li></ul></ul><ul><ul><li>Virtual Meetings. </li></ul></ul><ul><ul><li>Serve healthy, local foods. </li></ul></ul><ul><ul><li>No plastic water bottles. </li></ul></ul><ul><li>Recycling/Composting </li></ul><ul><ul><li>Recycle bottles, cans, glass, all paper. </li></ul></ul><ul><ul><li>Compost in office/have garden. </li></ul></ul><ul><ul><li>Use environmentally friendly recycled & recyclable packaging. </li></ul></ul><ul><ul><li>Give everyone a reusable coffee cup and water bottle. Keep extras at the office. </li></ul></ul><ul><ul><li>Choose suppliers who take back packaging for reuse. </li></ul></ul><ul><ul><li>Buy bulk, avoid packaging. </li></ul></ul><ul><ul><li>Use less. </li></ul></ul>
  32. 38. Triple Bottom Line Actions <ul><li>Office </li></ul><ul><ul><li>Use 100% post-consumer recycled paper in office </li></ul></ul><ul><ul><li>Use 100% post-consumer recycled paper with soy inks for marketing </li></ul></ul><ul><ul><li>Refill computer ink cartridges. </li></ul></ul><ul><ul><li>Recycle computer ink cartridges. </li></ul></ul><ul><ul><li>Encourage communications by email and print only when necessary. </li></ul></ul><ul><ul><li>Use a fax modem to reduce extra unnecessary printing (sending directly from the computer/no hard copy) </li></ul></ul><ul><ul><li>Use a fax cover sheet only when necessary. </li></ul></ul><ul><ul><li>Print double-sided documents. </li></ul></ul><ul><ul><li>Re-print new documents on second side of used paper. </li></ul></ul><ul><ul><li>Reduce snail mail through on-line bill pay, eliminating junk mail and catalogues. </li></ul></ul><ul><ul><li>Do more E-Marketing </li></ul></ul>
  33. 39. Triple Bottom Line Actions <ul><li>Employees </li></ul><ul><ul><li>Equal opportunity employer </li></ul></ul><ul><ul><li>Flexible schedules </li></ul></ul><ul><ul><li>Flexible spending or savings accounts </li></ul></ul><ul><ul><li>Health insurance </li></ul></ul><ul><ul><li>Living wages per community standard </li></ul></ul><ul><ul><li>Ratio between lowest and highest paid employee </li></ul></ul><ul><ul><li>Paid vacation </li></ul></ul><ul><ul><li>Paid sick </li></ul></ul><ul><ul><li>Retirement program </li></ul></ul><ul><ul><li>Work hours </li></ul></ul><ul><ul><li>Fair Labor Standards for manufactures of sourced products: third party verification, regular visits, company staff in country or on site </li></ul></ul>
  34. 40. Strategy NO! Sustainability is not another thing to do that you layer on top of your already busy life. YES! You integrate sustainability strategy into all aspects of your business.
  35. 41. Using a Framework Get everyone speaking the same language Identify the Gap Long Term vs. Short Term Thinking
  36. 42. Sustainability is a Journey Bridge the Gap Identify the Gap Educate
  37. 43. Green Business Coach, Consultant, Trainer <ul><li>Coaching </li></ul><ul><li>Classes / Webinars </li></ul><ul><li>Consulting </li></ul><ul><li>Facilitation- Natural Step framework </li></ul>
  38. 44. Stay in Touch <ul><li>Hawaii’s Online Green Social Networks </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Going Green with Andrea Dean </li></ul>
  39. 45. Coaching, Consulting & Training