Sustainability: What's In It for Me and My Business


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Author of several books on creating green businesses and founder of the company, Starting Up Green, Glenn Croston will present on the current environmental challenges and how green businesses can provide the solutions. Businesses that communicate the message of how sustainability can improve our lives today and for the long term will thrive even in challenging economic times. A book sale and signing will take place after the event. This workshop is recommended for entrepreneurs, clean tech workers and business managers.

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  • Hi everybody, It’s so great to be here – I’d like to thank the organizers for inviting me, and all of you for coming. It’s so exciting to see you all here, and to have this opportunity to talk about green careers and businesses. It’s time to talk about solutions for all the problems we face, and how green businesses are the answer. I’d like to talk today about the many opportunities that going green creates for just about everyone, and how you can join in.
  • As we start the new year, its hard to say what will happen, but some things are pretty much already baked into the cake, with long term trends carrying forward into unavoidable conclusions. One of these is world population. When I was a kid the world’s population was passing four billion, and we thought that was a lot of people. In the decades since then, billions more have been added and 2011 will be the year that we hit 7 billion. By 2050 it’s expected that the world’s population will level off somewhere around nine billion or so. This isn’t as bad as was once feared, although its still a whole lot of people, enough that you can’t have this many people around without having an impact on the world around us.
  • As the population grows, the number of consumers grows, adopting the old economy model. In the old economy, our planet’s resources are viewed as limitless, they are extracted, manufactured, distributed, and sold to consumers, to end up as waste in one form or another. The process is linear, and a dead end in more ways than one. Resources like oil, water, trees, and fish are consumed and waste products released, creating pollution in its place and compromising natural systems.
  • In addition, its not just the number of people on earth but the number of consumers that is growing. As developed countries grow, more people want the western lifestyle. They want stuff. They want cars, houses, meat – you name it, the works. The problem is that with the old model, the old economy, there just isn’t enough planet to go around. People talk about the number of planets you would need if everyone consumed like americans. It might be 3, 6, 10, or 12, but the important thing is that we just can’t keep things up this way, especially not with the rest of the world factored in. We are consuming like our water, air, earth, and ecosystems are limitless, but they are not, and the limits are getting more obvious all the time.
  • We need a new model, and we have one called sustainability. Sustainability means that we live and do business like we’re going to be staying here for a while, like we care what happens to the place. Looking at the world through the sustainability lens, we need to see that we can’t ignore our impact any more. We can and we need to do things differently. The impact of our consumerism over the past several decades, and more to come, is so great that it really cannot continue down the same path.
  • We need a new model, and we have one called sustainability. Sustainability means that we live and do business like we’re going to be staying here for a while, like we care what happens to the place. Looking at the world through the sustainability lens, we need to see that we can’t ignore our impact any more. We can and we need to do things differently. The impact of our consumerism over the past several decades, and more to come, is so great that it really cannot continue down the same path.
  • We have a host of environmental problems resulting from the old model, and often the story ends there. We hear a lot about all of the problems, and all of the things we should do. For some people, that’s all they need. But I’d like you all today to look at things differently. The green business world isn’t just about the things we should do. Its about the things we can do. It’s about opportunity. It’s about opportunity for you and for all of us, to create good jobs, strong businesses, and a healthier world, all at the same time.
  • The energy industry is changing rapidly from polluting fossil fuels to clean renewable energy.
  • You don’t have to a solar integrator to make something happen. Some opportunities are technical, like installing the panels or designing new ones. There are also opportunities though for people from any other backgrounds, even if you’re not a lifelong solar enthusiast and aren’t too sure what PV means. If you are in finance you can help investors connect with solar projects to make money, If you are in marketing or sales you can sell solar power If you are in management, you can help some of these rapidly growing solar businesses to stay on the right path.
  • The economic crisis is not over yet, by a long shot. Trillions of dollars of debt and lost asset value will slow spending for some time to come, shifting us from the consumer economy to the conserver economy. Even here there are opportunities for those who can take advantage of this trend.
  • If you’d like to join the green revolution, 75 Green Businesses and can help. Contact me for consulting help, ads or listings, The future is green. See you there. THANK YOU!
  • Sustainability: What's In It for Me and My Business

    1. 1. Sustainability: What’s In It for Me and My Business Glenn Croston October 5, 2011 Jan CCSE 6 2011 Glenn
    2. 2. 2011: The Year of Seven Billion Glenn Croston,
    3. 3. Global Energy Consumption Glenn Croston,
    4. 4. Oil ConsumptionGlenn Croston,
    5. 5. Glenn Croston,
    6. 6. Glenn Croston,
    7. 7. Glenn Croston,
    8. 8. Going Up, Up, and UpGlenn Croston,
    9. 9. The Old Economy: Consumption A One Way Street Glenn Croston,
    10. 10. How Many Planets?• Continued fast growth in China – other Developing Countries• They want stuff Glenn Croston,
    11. 11. You Are HereGlenn Croston,
    12. 12. The New Economy: SustainabilityWhatever we do on Earth, stays on Earth You Are Here Glenn Croston,
    13. 13. The Inconvenient Truth meets The Unavoidable TrendResourcesavailable Cost of resources, • Growing global population Waste, Pollution • Growing economies in Asia • Competition for resources • Rising cost of resources • Cost of pollution Time A Rising Demand For Green Solutions Glenn Croston,
    14. 14. A World of Opportunities Problem OpportunityDeclining water supplies Water conservationNeed for clean energy Solar, wind, geothermalPressure to be energy Green buildingefficient, save money Efficient transportationLow quality food/ health Healthier food and agricultureAccumulated waste Use waste as a resource Glenn Croston,
    15. 15. Green is a Proven Business Model Stonyfield Interface PatagoniaGreenPioneers 3M DuPont WalMartFortune 500 Rent a Green Mojave Breeze YouThe Next BoxGeneration Glenn Croston,
    16. 16. Green isn’t Just for Greenies Green Business is Good BusinessSustainability is….. • resourceful • profitable • innovative • attractive • a safe bet • the future Glenn Croston,
    17. 17. and it Isn’t Just for Polar Bears • Good jobs • Good businesses • Growing economy • Strong communities • Healthy environment • Bright future for you and your kids Glenn Croston,
    18. 18. Case Study - InterfaceReduce waste, and grow profits at the same time Glenn Croston,
    19. 19. Case Study – 3M Fighting climate change while saving $ billionsGlenn Croston,
    20. 20. Business Case for Green Buildings • Reduce operating costs of buildings – 25-30% lower (NBI Study, 2008) • Increased rental rates – 3.8% higher occupancy (CoStar 2008) – $11/sq ft rent premium • Reduced sick time – USD/ CBRE Study 2009 – Increased worker productivity • Attract partners, employees Glenn Croston,
    21. 21. Green Builds Real Value Esty and Winston, “Green to Gold” Brand value is real value Intangible assets can be worth $ billionsGlenn Croston,
    22. 22. Where Are the Opportunities? Where aren’t they? Glenn Croston,
    23. 23. Growth of the Green Economy• US Dept of Commerce Report• Green economy was $371 to $516 billion in 2007 Glenn Croston,
    24. 24. Clean EnergyFrom Solar Energy Industries Association, Q2 2011 Solar Market Report Glenn Croston,
    25. 25. More Than Boots on the Roof • Solar lead generation • Solar financing/leasing • Solar monitoring • Solar import and distribution • Solar training • Solar marketing and sales • Solar business management Glenn Croston,
    26. 26. Energy Efficiency “Energy efficiency is probably the largest near term opportunity to reduce both electricity use and greenhouse gases. Simply put, the productivity gap is equivalent to approximately 31 percent of 2005 electricity sales (Figure 8) and the equivalent of 62 percent of coal generation. “Assessing the Electric Productivity Gap and the U.S. Efficiency Opportunity”, Rocky Mountain Institute Jan 2009Glenn Croston,
    27. 27. Efficiency Innovation • Mojave Breeze • James Cass, inventor • Saves energy, Saves money, Saves the planetGlenn Croston,
    28. 28. Energy Meets IT EcoDog’s FIDO energy monitorGlenn Croston,
    29. 29. Transportation Nissan Leaf, Chevy Volt Nissan Leaf• Electrification of transportation• Increased efficiency• Alternative fuelsGlenn Croston,
    30. 30. Water • Irrigation controls • Water filtration • Emergency water production • Water efficient plumbing fixtures • Water monitoring and automated control Glenn Croston,
    31. 31. The New Gold Mine Terracycle Electronics Recyclers Int.Glenn Croston,
    32. 32. The Conserver Economy Strategy Opportunity ExampleSharing Carsharing ZipcarReusing Garbage TerracycleRenting Art, jewelry Art Rent & LeaseSwapping Movies, books, video gamesRefashioning Shoes, clothes Patagonia Glenn Croston,
    33. 33. Green FranchisesGlenn Croston,
    34. 34. Green Sales • Prime Solar Network • • Solar Broker sales businessGlenn Croston,
    35. 35. The Greener Version of Anything Old Model New Model ExampleDry Cleaning Green Dry Hanger’s Dry Cleaning CleaningChemist Green chemistry GenomaticaPackaging Green Packaging ExpandOSTrash is a problem Trash is a Terracycle resourceJanitorial Service Green Cleaning Ecoclean Glenn Croston,
    36. 36. 4 Steps to Green Your Business and Career Today 1. Take a look around 2. Find a problem 3. Solve it 4. Tell a friend Glenn Croston,
    37. 37. The Biggest Obstacle…• “Green is for those people”• “We’ll lose jobs”• “Green is hard”• “We can’t afford it”• “I’ve got too many other things to worry about right now” Glenn Croston,
    38. 38. How Green is Sometimes Seen 1 tongreenweight Life’s C halleng es Glenn Croston,
    39. 39. Fear vs Hope ForwardWhich way do we want to go? A brighter future Working together Retreat to the past Every man for himself Glenn Croston,
    40. 40. What’s In It for You? • Work with purpose • Taking control • Healthy communities • Tying into global trends • Saving money • Making money • A brighter futureGlenn Croston,
    41. 41. The Future is GreenGlenn Croston,
    42. 42. Starting Up Green Green Consulting and Communications Glenn Croston,