sustainability: what's in it for me and my business

Glenn Croston

Jan 6 2011

Sustainability:What’s In It for Me

and My Business

October 5, 2011 CCSE

Glenn Crostonwww.StartingUpGreen.com

Glenn Croston, StartingUpGreen.com

2011: The Year of Seven Billion


Global Energy Consumption


Oil Consumption


Going Up, Up, and Up


The Old Economy: Consumption

A One Way Street


How Many Planets?• Continued fast growth in China

– other Developing Countries• They want stuff


You Are

Here


You Are

Here

The New Economy: Sustainability

Whatever we do on Earth, stays on Earth


Time

Resources available

Cost of resources,Waste, Pollution

The Inconvenient Truth meetsThe Unavoidable Trend

• Growing global population

• Growing economies in Asia

• Competition for resources

• Rising cost of resources

• Cost of pollution

A Rising Demand For Green Solutions


A World of Opportunities

Problem Opportunity

Declining water supplies Water conservation

Need for clean energy Solar, wind, geothermal

Pressure to be energy efficient, save money

Green building

Efficient transportation

Low quality food/ health Healthier food and agriculture

Accumulated waste Use waste as a resource


Green is a Proven Business ModelStonyfield Interface Patagonia

3M DuPont WalMart

Rent a GreenBox

Mojave Breeze You

Green Pioneers

Fortune 500

The Next Generation

http://www.google.com/imgres?imgurl=http://i.treehugger.com/images/2007/5/24/fortune-yvon-chouinard.jpg&imgrefurl=http://www.treehugger.com/files/2007/04/yvon_chouinard_1.php&usg=__x6Qn_MJEN-8l82Byewkt3mPBXJo=&h=325&w=468&sz=136&hl=en&start=1&zoom=1&itbs=1&tbnid=jTNtTpsXu5bB_M:&tbnh=89&tbnw=128&prev=/images%3Fq%3Dpatagonia%2Byvon%2Bchouinard%26hl%3Den%26gbv%3D2%26tbs%3Disch:1

http://walmartstores.com/Media/Cache/rx1389_6bfi8bfj8efjjkn8zfpni8tyfhxxxxxx8u9fi87fdk8atfxs3aw8tufhxxxxxx.jpg

http://www.google.com/imgres?imgurl=http://www.mrsec.com/pics/silhouette-question-mark.jpg&imgrefurl=http://www.mrsec.com/2010/03/can-anyone-win-at-auburn/&usg=__EF-1J1AQZMGZ2KI0bPvTTGyzGfs=&h=151&w=205&sz=4&hl=en&start=3&zoom=1&um=1&itbs=1&tbnid=Lw4mvKJHGrCwRM:&tbnh=77&tbnw=105&prev=/images%3Fq%3Dsilhouette%2Bquestion%2Bmark%26um%3D1%26hl%3Den%26sa%3DN%26tbs%3Disch:1


Green isn’t Just for GreeniesGreen Business is Good Business

• resourceful

• profitable

• innovative

• attractive

• a safe bet

• the future

Sustainability is…..


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


Case Study - Interface

Reduce waste, and grow profits at the same time


Case Study – 3M

Fighting climate change while saving $ billions


• 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

Business Case for Green Buildings


Green Builds Real Value

Brand value is real value Intangible assets can be worth $ billions

Esty and Winston, “Green to Gold”


Where Are the Opportunities?

Where aren’t they?


Growth of the Green Economy

• US Dept of Commerce Report• Green economy was $371 to

$516 billion in 2007


Clean Energy

From Solar Energy Industries Association, Q2 2011 Solar Market Report


• Solar lead generation

• Solar financing/leasing

• Solar monitoring

• Solar import and distribution

• Solar training

• Solar marketing and sales

• Solar business management

More Than Boots on the Roof


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 Gapand the U.S. Efficiency Opportunity”, Rocky Mountain Institute Jan 2009


Efficiency Innovation

• Mojave Breeze

• James Cass, inventor

• Saves energy, Saves money, Saves the planet


Energy Meets IT

EcoDog’s FIDO energy monitor


Transportation

• Electrification of transportation• Increased efficiency• Alternative fuels

Nissan Leaf, Chevy Volt

Nissan Leaf


Water

• Irrigation controls• Water filtration• Emergency water

production• Water efficient plumbing

fixtures• Water monitoring and

automated control


The New Gold Mine

Terracycle

Electronics Recyclers Int.

http://www.terracycle.net/products/200-Fence?locale=en-US


The Conserver Economy

Strategy Opportunity Example

Sharing Carsharing Zipcar

Reusing Garbage Terracycle

Renting Art, jewelry Art Rent & Lease

Swapping Movies, books, video games

Swap.com

Refashioning Shoes, clothes Patagonia


Green Franchises


Green Sales

• Prime Solar Network• www.primesolarnetwork.com• Solar Broker sales business


The Greener Version of Anything

Old Model New Model Example

Dry Cleaning Green Dry Cleaning

Hanger’s Dry Cleaning

Chemist Green chemistry Genomatica

Packaging Green Packaging ExpandOS

Trash is a problem Trash is a resource

Terracycle

Janitorial Service Green Cleaning Ecoclean


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


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”


How Green is Sometimes Seen

Life’s Challenges

1 ton green weight


Fear vs Hope

Which way do we want to go?Forward

A brighter futureWorking together

Retreat to the past

Every man for himself


What’s In It for You?

• Work with purpose• Taking control• Healthy communities• Tying into global trends• Saving money• Making money• A brighter future


The Future is

Green


Starting Up Greenwww.StartingUpGreen.com

[email protected]

Green Consulting and Communications

http://www.startingupgreen.com/

sustainability: what's in it for me and my business

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