News Sustainable Biz Enough with the ‘green’ already!
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By Marylu Dykstra
West Michigan Sustainable Business Forum
Guest column
Green is everywhere – green cities, green buildings, green products, green people – green, green, green.
While “going green” is a good thing, the emphasis on this one aspect of sustainability has gone, dare I say it, too far. Green has become a catch phrase, a marketing tool and just another approach to make more “green.”
As a business owner, I am all for free enterprise, but it feels too much like “green washing.” As an artist, I could paint a canvas one color and call it modern art, but it makes for a very dull painting.
By focusing only on green, the full spectrum of sustainability is easily forgotten. Green is good, but too much focus on green limits perspectives and efforts. Before it is too late, we must turn the tide on the “too much of a good thing” syndrome.
It reminds me of a friend who used to work for an ice cream shop. A dream job, right? Not really – she doesn’t eat ice cream any more.
What may seem like a great concept at the beginning – focusing on green – becomes a little more difficult to swallow in the end.
Sustainability, at its core, requires a balanced, systems approach. As individuals and businesses, we should measure the environmental, financial and social components of being responsible entities. By over-using and over-emphasizing “green,” people may be in danger of becoming desensitized – veiled in “green” and unable to see the full spectrum of sustainability.
While “it’s not easy being green,” it is certainly easier to measure green efforts. The same is true for measuring an organization’s finances. Indicators and initiatives are tangible and hopefully, achievable.
However, the social equity aspect is enigmatic. Acting in a socially responsible manner requires defining it, doing it and measuring it. To really embrace sustainability, all three pieces of the triple bottom line must be considered. Ideas, best practices, mentoring and resources are needed as organizations implement their sustainability strategies.
A local resource, the West Michigan Sustainable Business Forum (WMSBF), www.wmsbf.org, is an organization founded on sharing sustainable business knowledge and best practices. The WMSBF is comprised of companies, academic institutions, government representatives and nonprofit organizations that have put aside industry competitiveness in order to share information.
Monthly meeting speakers and interactive work sessions deliver information and allow members to discuss issues. It truly is a “forum” for exploring how we can all function as sustainably-minded organizations.
The WMSBF infrastructure has been designed to provide value-add committees. The Design Committee has worked collaboratively with Grand Rapids Community College and Habitat for Humanity to help bring about a renovated home that will be receiving a LEED certification. The Social Responsibility Committee in a collaborative effort with Aquinas College and the Aquinas Center for Sustainability has been working on a primer designed to demystify social equity. The Energy Committee is gathering knowledge and materials to create an energy guide. The Sustainable Business Committee will be defining new technologies, best practices and translating legislation into actionable information. These projects have and will continue to have a positive impact for members and community alike.
As more organizations evaluate their mission and strategic options in these difficult economic times, the savings and long-term benefits of sustainable business practices are undeniable. In fact, embracing sustainable practices may likely be the difference between surviving and thriving.
Going beyond legislative compliance and proactively tackling environmental practices has resulted in significant cost savings for many organizations. Improving “people” practices raises appreciation, loyalty and performance. As a good corporate citizen, providing resources and actively collaborating with residents and nonprofits creates a better community for all.
There is a lot of work to do, and we all have opportunities to make a difference. Forum members, as ambassadors in the community, are actively engaged in conversations, bringing the holistic approach of sustainability to their friends and colleagues.
So, while “green” definitely is good, the next time a “green” topic comes up, add a few colorful words to the conversation, such as red, blue, or…well, I don’t have to paint the picture for you – you get it.
Marylu Dykstra is the current chair of the West Michigan Sustainable Business Forum. She is the founder of Sirius Resources LLC (www.siriusresources.net), which specializes in strategic planning, marketing and process methodologies and training design. Her artwork can be seen at the Fire and Water Art Studio in Lowell. Dykstra is also a member of Leadership West Michigan.
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