A couple of weeks ago I ran across a printer at an expo in Florida that was not only an environmentally friendly (green) printer, but taking the concept to the next level. I was so impressed with what they were doing that I thought I would mention it so other printers and companies could get ideas of how to really incorporate green into your marketing and operations.

The printer, Aloma Printing, was deemed a non-hazardous waste producer by the EPA for recycling chemicals and products that are harmful to the environment. They also use soy and vegetable inks with low VOCs, environmentally friendly (green) paper, etc. Very impressive, though I know other printers are doing the same thing.

Here is where the real difference is:

In my last blog post, I mentioned the emergence of green networking groups. Really this is not a new phenomenon, but growth within this category. When I thought of the title for this post, I thought of the idea that networking in any capacity really is connecting for a real-time conversation. Normally, we think of this in-person, but it can be virtually as well.

I really see green networking groups as having a great goal of pulling together a lot of like-minded people whether on a personal or business level. These people share stories, conversations, ideas, and work toward the greater good of sustainability for their industry, city, state or so forth depending on the focus of the group.

I have noticed quite a few of these groups popping up in my state, especially citywide ones. What I am surprised by is how challenging it was to find these groups locally. Once I found out the title of the group, then I was able to carry over that title to each city within my geographical area.

I recently was connected with an organization that really gets it. They understand what I call the ‘missing link between green and health.” They understand that sustainability and health really should go hand-in-hand. To whom am I referring?

Healthy Together, an organization out of Florida, specifically, Tampa Bay. This organization is about creating healthy communities, creating work-like wellness programs and understanding the link between health and the environment.

This is one of the few organizations I have seen that understands this missing link and they are doing something about it to truly create a difference. Other organizations and companies can do the same thing by just taking a step in the right direction.

Here are some suggestions:

1. When planning any events, think about how you can incorporate healthy, local cuisine. Think about not only the planetary aspect of reducing waste and using biodegradable/reusable products, but also the health implications—toxins emitted into the area, etc.

In my last blog post, we discussed the missing link between health and sustainability—health and the environment—we talked about organizations that are making a difference and what you can do to show your internal and external audiences that you get it. Here are some additional things you should consider:

1. When you roll out a health-based internal policy such as banning smoking, make sure that as a company you are not using your chemical-laden products to create an even unhealthier environment by polluting the waterways. Think about how to make an impact across all aspects of your company.

2. Consider what your company can do to encourage workers to stay healthy and care about the environment. Think about what type of programs you can put in place to help. Can you create a community-based health initiative or simple exercise initiative to help get your employees working with people within the community toward a common goal of putting their health first? What about a similar initiative involving creating a healthy community for all of us to live? Could you create or get involved in local clean ups, recycling efforts, creating art on trails, expanding natural reserves and planting trees?

To really understand the missing link between health and the environment, you need to know what you can do as a person, company and organization to create a healthier lifestyle, healthier community and healthier environment for yourself, your employees, your customers, etc.

As you are doing this, you need to tell people about what you are doing so they too can join your efforts. There are plenty of individuals, consumers and business people alike, that embrace a healthier, greener lifestyle and will support your efforts as a company and organization if they believe you are doing it for the right reasons. This is where effective communication makes a difference.

Knowing how to effectively communicate with consumers, especially green and LOHAS consumers on all levels helps make your mission and/or initiative real and authentic. It also helps you as a company and organization create greater transparency and be regarded with higher integrity than those you just create these types of program and initiatives just as a marketing, advertising or communications ploy.

As I write this post, this week was the launch of the investor advocacy network, which promoted an end to forced child labor in its cotton harvest. Reportedly, Uzebekistan used hundreds of thousands of children, ages 10-15, for manual labor. This group of socially conscious shareholders, pension funds and human rights advocates banded together to push the Uzbek government to enforce International Labor Organization child labor conventions, in an news release distributed by Corporate Responsibility Wire.

Why am I mentioning this in my green marketing blog?

Because this same thing can happen to any country, company and brand that does not take the responsibility for actions that others do not deem as socially responsible. This not the first time this has happened and it will not be the last.

Unfortunately, we've seen the same actions happening with false environmental claims. Sooner or later, people will have to explain their actions and this will result in not only bad press, but also lost integrity and even customers. When the word gets out that a company or brand or even a country, tried to promote something as environmentally sound when it was not, consumer loyalty will be lost.

Watchdog groups continue to grow to ensure we are responsible.

Major retailers are continuing to dive into renewable energy sources to power their stores.

JCPenney is the latest one adopting renewable power sources that deliver both environmental and business benefits, J. C. Penney Company, Inc. (NYSE: JCP) announced plans for solar and wind power projects that will supply electricity to 10 stores and one distribution center. The pilot projects represent the next step for JCPenney in its efforts to leverage new technologies and engage its 155,000 associates in innovative energy programs, according to an article in the LOHAS Journal.

The retailer also plans to obtain ENERGY STAR certification for at least 200 stores, according to the same article.

This is a nice step in the right direction for yet another retailer to go down this environmental path and show exactly what it will mean.

In the article, it was mentioned that “the systems will help avoid emissions of approximately 146,000 tons of carbon dioxide over their 30-year expected lifetime, which is equal to the annual greenhouse gas emissions generated by more than 800 cars.”

Recently, I have noticed quite a few companies offering to plant a tree if you respond to a certain offer—Citibank and Delta to name just two. Delta was one of the first offer travelers the opportunity to offset their greenhouse gas emissions of a particular trip by allowing Delta to plant a tree when they choose to fly with them. Citibank is offering to plant a tree when you choose to go paperless with your statements.

Both of these offers make sense. What I like about Citibank’s offer is that they will plant a tree on your behalf, not asking you for more money to do something good for the environment. In Delta’s case, you need to contribute additional money that will then go to an organization that plants trees.

I really think that if you want to do something to show your commitment to the environment, you need to not charge people additional dollars to do it. Yes. You can offer additional programs that allow people to participate in a recycling effort or a tree planting effort, but do not sell it as if you are doing something for them. Show your commitment by planting trees for x number of flights or x number of times a month. Whatever it is, you need to show your commitment as a company, a brand, and a product or service first, to get consumers to buy-in.

Recently, I had a conversation with a media entity starting a green initiative. They wanted to launch it quickly and without really any great depth. What do I mean by this and why would they need to have depth? All green initiatives have to have a degree of real, authentic commitment on behalf of the entity launching them. In this case, it is the media company. If you as an organization are looking at launching a green initiative, you automatically draw attention to what you are doing as well, whether you intend to or not. You are now scrutinized for what you are or are not doing so now it’s time to step up to the plate. It’s time to create greater depth and look at how you are doing things. Let me give you an example:

One TV station with which we worked decided that they wanted to create a green initiative. I helped them create it, structure it, put the advertising requirements in place, etc. to ensure their program had real integrity for all of its advertisers. I knew without this, they would not be able to secure the greener companies as advertisers.

I advised them on how they as an organization would need to create greater transparency and tell people what they were and were not doing to support the environment. Fortunately, they embraced this advice and did more than I had ever imagined. They looked at most everything they could do at a local level:

Plastic water bottles will soon no longer need to be added to our landfill. Bio-Plastics Film Inc., has created an additive making its bottle completely biodegradable, according to its recent press release. 801 Packaging is the first North American Bottling Company to utilize the revolutionary Bio-PET Additive, that will make 801 Packaging's Water Bottles not only recyclable, but fully biodegradable when disposed, according to this same release.

The company is anticipating this will aid them in becoming a world leader by implementing "Green Technology" in their manufacturing process. What is most impressive is that not only will the bottle be kind to the environment, the company is introducing new biodegradable shrink film for the case packs, degradable corrugated pads/trays, and biodegradable pallet wrap. They really seem to be committed to reduce their entire footprint as much as possible putting them at the forefront of conservation.

On August 27, 2008, the state of California, Department of Insurance, introduced one of the most unusual green initiatives I have heard of for insurance. It’s a pay-as-you-go plan designed to reward people for driving less by reducing their insurance premiums.

As early as next fall of 2009, new regulations will make the new option feasible. By encouraging consumers to drive fewer miles, and thus reducing their insurance costs, the new insurance option could help reduce both greenhouse gases and vehicle accidents.

It’s been introduced as a green insurance option. That has some inherent green benefits built in. I just wonder is it really a doable option for parts of California where public transportation is not so readily available? It will be interesting to see how successful this program is and if other states adopt it.

I think introducing any programs to reduce greenhouse gases are great as long as you can get consumers to buy in. That is the key. A great program with no buy-in is about the same as a mediocre or bad program with great buy-in.

This blog post is a little different than some of my other ones.

I’d like to take a little time to talk about something I just came to understand due to Hurricane Ike.

For the first time that I know of, we in Ohio, where impacted by hurricane winds to the point that some parts of the state, including Columbus, are still experiencing power outages.

I lost power for most of the week after Hurricane Ike came through, which made me realize we are much too reliant on electricity to the point that we cannot even function as a city.

You see, Ohio is not normally affected by the hurricanes. We merely read about them, see them on TV, and hear about them on the radio. We don’t experience them. Due to this fact, when the hurricane winds starting roaring through our state, we were not prepared.

As I write this post, congress has rejected the proposed $700 billion bailout plan. Financial analysts agree that we are in the midst of a bear market and even though yesterday, the Dow dropped the lowest it has in history, at the end of every bear market, is a bull market.

Why am I telling you something you already know?

Because regardless of how challenging our economic conditions seem to be, one thing is constant, our ability to react or not react to the situation.

Fear is definitely something that can cause us to pull our money out of the stock market and keep it close to home. Fear is also something that can cause us to stop marketing and stop learning and growing as individuals and business people.

What we do know is that a turnaround bailout plan is unavoidable and may have even happened by the time you are reading this post.

Home sales may be down, but homeowners are doing more green home improvements than ever. They may not be updating the whole kitchen, but they are doing the small jobs that count for saving energy and money, such as weather-stripping, caulking those breezy windows, buying CFL bulbs and insulating their bathrooms and water heaters.

Home Depot reports in a New York Times article, that, in addition to green repairs, people are also stocking up on pellet fuel before winter hits.

Could the retail sales of pellet stoves rise as well? I do wonder as I know last year when I looked at pellet stoves, it was still challenging to find them. Only wholesalers and retailers off the beaten path carried them.

Will we see more retailers starting to carry these, 90%+, energy-efficient and environmentally friendly stoves?

With the wave of environmentally friendly products for just about everything including your home, consumers are starting to add more eco-friendly options into their remodels or new builds. Concrete or cement is one that is touted as environmentally friendly and often used for countertops. I just read an article that makes you realize that sometimes the process hurts the environment, though, the final product may not.

According to the Climate Change Newsletter, about 2.5 billion tons of cement are produced every year, which amounts to almost 0.3 tons for every person on the planet. By 2050, global production is expected to reach 5 billion tons as housing booms continue in countries such as China and India.

Making cement is a very carbon-intensive process. The process creates CO2 in two ways: by driving carbon dioxide out of calcium carbonate (from limestone) in a chemical reaction inside cement kilns; and by burning large quantities of fossil fuels to heat the kilns to the 1,450C necessary to generate the chemical reaction.

For every ton of concrete produced, the chemical reaction releases 0.6 ton of CO2, with up to another 0.3 ton generated in the burning of the fuel to heat the cement kilns.

It seems like every day we turn on the TV, there is much doom and gloom about how bad or economic situation is. The media exposure alone can make any sane person think they should think twice before they make any move. Too much exposure to the media can cause a little paranoia, I believe. I’ve seen business owners and executives alike, hugging the purse strings even closer, for good reason. Though, I still have to say that we all know marketing in a recession will help you rise above the clutter and continue to pull ahead of other businesses even after the recession has ended.

Marketing in a recession does make you work a little harder, though, I think we all become much too complacent in a good economy. There is still business out there, you just may need to dig a little deeper and push a little harder. Since I am sure you have heard enough of the doom and gloom, I’m going to focus on what you can focus on—the positive, green opportunities:

I recently attended an event that recognized competitiveness in manufacturing. It was put on by a company that specialized in consulting for the manufacturing industry, MAGNET. The event, held in Cleveland, Ohio, was quite well-attended in the midst of challenging economic conditions and in a city where jobs are not as prevalent.

It wasn’t enough that this event had top notch food and a well-orchestrated event, complete with cheerleaders and a marching band, but also that they were able to pull this off in a challenging economy, and have a packed house.

I was glad to see that the event recognized competitiveness in the green arena. I think it was the first time. Nonetheless, a local and international manufacturer was selected as the winner, Shearer’s Foods. Being a snack food company consistently operating machinery, their goal was to track and reduce overall consumption of electricity, water and natural gas by converting from a manual data tracking process to a real-time electronic monitoring, leading to a 50% reduction in water usage/discharge and a 3% reduction in electricity.

China, the world’s largest emitter of greenhouse gases is looking at taking on the challenge of climate change, according to a report by the Associated Press. China is now winning praise for its upbeat role in climate talks—there is speculation that carbon emissions and flooding among other things led to this new thinking.

China has a long way to go, according to the recent Associated Press article. “It depends on carbon-laden coal for 70 percent of its power, and has plans to build more than 550 coal-fired power stations. Within the last year, China accounted for two-thirds of all carbon emissions in 2007 on a global scale. Suggesting this will not be an overnight process, but a long road ahead.

It appears that the health and green connection is taking more shape, especially in Japan. The hot water bottle is more popular than ever—it came back in fashion this past month. Interestingly enough, it is being used as a way for families in Japan to save on their energy costs. The hot water bottles are becoming quite a fashion statement though, with a slew of handmade covers being made available some even being targeted at children.

As I mentioned in one of my last blog posts, I spoke at the National Retail Conference where Office Depot and Best Buy spoke about their results with their greening of their operations. I am asked quite often what type of results companies should expect from going green. I always like to share what others say:

I thought of you as well as your associates when I listened to a presentation from Office Depot, Best Buy, RecycleBank and Terracycle on the ROI on going green. Here is some information I gathered that might help you in your efforts if or your customers decide to go green.

• Best Buy reported

A 101,036,793 utility bill savings

364,000 tons – carbon reduction which as a result of their waste being recycled. This was equivalent to saving 2.7 million trees and removing 247,000 cars from the road

• Office Depot reported

I just read an interesting article about a new type of lift—one that is powered by the sun and takes two people from the base of a mountain to the mountaintop and back again. It’s called the Taiyou: Solar Powered Cable Car. What an interesting concept and way to involve natural in your design. I would think this would help more ski resorts and tourist areas become greener and save on overall operational costs.

This is one of many solar-powered electronic vehicles we are seeing developed. It seems like at least once a week I am hearing about a new solar-device being introduced to the market.

As the demand increases, I am sure more of these solar-powered tools will be available in other markets.

Paying attention to these and other green trends, will allow you to incorporate some greener tools into your toolkit to position your company one step ahead of others trying to break into the green space.

Helping You Understand and Profit from Consumer Health and Green Trends

Colette Chandler

Apple is focused on its green aspects of its new MacBook, the latest notebook from Apple. It boasts that it is “free of bad chemicals like mercury and “uses less than a quarter of the electricity needed to run a light bulb.

Apple was actually fourth from the bottom in the ninth Greepeace guide to green electronics, published in November of 2008. So I would imagine after this latest MacBook, there green rating would rise.

In Greenpeace’s report, they only make three demands for manufacturers of electronic goods:

I just a recent article in a magazine (E-Environmental Magazine) about how employees can help their employers save money while helping out the planet. I immediately thought that was a great idea and a way to prove their value and do something that makes a difference. We know the economy is tough and companies need to save every penny they can—the more they can save, the more opportunity to keep the valuable employees employed.

In this article, it mentions that businesses waste precious resources such as water, energy and paper products. It also suggests what types of things businesses can do to get started down the green path. Here they are:

As I write this blog post, I am traveling to Louisiana for a week long series of speaking engagements. As I have been traveling in airports, it has occurred to me that there has to be a better way to comply with the security regulations of no water or beverages allowed through the security check point and being green.

It is known by many that plastic water bottles have a 12% recycling rate, though, recyclable ones are on the horizon. Yet, we are left to purchase bottled water if we want more than a quick sip when we travel. I keep thinking there has to be another solution out there that we just aren’t seeing.

Sure, bottled water is a huge money maker for many restaurants knowing you have to buy it if you are thirsty before or after your flight. I used to remember seeing drinking fountains in airports, but I am noticing this has gone by the wayside—at least they are not as prevalent. So what is the answer?

As companies continue to look for ways to reduce expenses and minimize their environmental footprint, they naturally turn to their meetings. Greening a meeting is really nothing new, yet it is front and center due to green being top of mind and because it can save dollars. The Green Meeting Industry Council not only holds a yearly conference on this subject, but also has chapters throughout the nation holding their local educational meetings.

This year’s conference, February 24-26 in Pittsburgh, where I will be speaking, is promising to help companies, organizations, facilities and the like understand how to move from sustainability to action. I’ll be speaking on the 26th on the health and green balance and connecting with the consumers and businesses who care most.

My session will help businesses industry the connection between green and health and what consumers and business expect from green meetings. I chose this subject because I find there is often a disconnection between green and health at meetings especially in regard to the food. Businesses may choose to “green” the meeting by not using paper plates or paper napkins yet may never consider that greener foods is local and organic if possible.

I just learned about a timely grant, the EILEEN FISHER Business Grant for Women Entreprenuers. Apparently, this grant evaluates applicants on the social consciousness, sustainability, innovation, environmental impact of their business, intended use of grant money, and alignment with the mission of EILEEN FISHER.

During the 2008 grant cycle, more than 125 business women from across the US, including start-ups, applied for the grants via the company's web site. Grant applications were reviewed by 13 members of EILEEN FISHER's volunteer Business Grant committee, which is comprised of employees from various departments across the company, including wholesale and retail.

In the midst of this recession, we’re seeing a lot of trends one of them being consumers investing more than ever in their own gardens for produce to save money.

It makes sense as this is a way for consumers to save dollars and do something for the environment, especially if their garden is grown without pesticides.

Many companies are prospering because of this. Companies such as Scotts who makes gardening products and seed companies are able to capitalize and so are others. Anyone who makes a product that would contribute to building a produce garden and a green one would prosper in the economy.

Who else would?

If you didn’t have a chance to read my last blog post, click here. I’m continuing my discussion on Happy Feet, LLC, the company who is manufacturing one of the first “green mats” for your feet.

This owner really understood that green positioning could be used to her advantage not just from a marketing and selling standpoint, but also as a way to operate. Her company was built on more of a virtual platform as her 20 sales reps were spread out throughout the nation and worked from their homes. Once she realized more about sustainability as a platform for her business, she realized that her mindset and own beliefs really fit in well. She was already operating with a philosophy of good intentions by generously paying her people and going above and beyond for her customers. It was no wonder her business in 3 years time was on a fast track.

Upstate North Carolina has one of its first totally green homebuilders. This is new in itself, but what I found more interesting was that builder indicated the homes will not cost you more. In this economy, that is what many consumers want to hear.

These green neighborhood near downtown Greenville, called the Elements, is for multi-families something you do not see as often as single-family, green communities. Here are some of the features of these new homes:

• All the trim on the walls comes from trees that were cut down on site.

• Increased insulation resulting in a savings between 30 and 50 percent to code built homes

We are continuing our discussion on the FTC cracking down on false green claims that Kmart Corp., Tender Corp., and Dyna-E International made claiming their products were biodegradable.

It really was a matter of time before the FTC starting cracking down. I figured it was around the corner. What is important to know is that the FTC publishes Green Guides to help marketers avoid making false or misleading green claims by explaining how consumers understand commonly used terms, such as “biodegradable” and “recyclable,” and by describing the basic elements needed to substantiate those claims.

In my last blog post, I talked about the current situation with Shell and the continued criticism it has received from various groups and parties for its alleged human rights violations and environmental damage. At the end of our last discussion, I asked you if you thought Shell was to blame. Should Shell really be in the hot seat?

Let’s look at how they are involved as reported from CSRwire:

• Involved in 11 wind projects in North America and Europe that produce around 1,100 megawatts

• With Shell’s shares in the project at 50%, the company has stated it saves around 1 million tons of CO2 emissions a year compared to what coal-fired plants would release.

I travel a good deal and while traveling, especially to new cities, I take the opportunity to explore the city, talk with working people and really get my pulse on this city. My motive is to find out:

1. How green/sustainable is this city?

2. Who is driving the efforts?

3. How are they managing during this recession?

4. Which industries have felt it more and which have felt it less?

Why is this important to me?

I posted the other day on Twitter (Twitter name:colechan), if a mayor is green yet--most of the city isn't does that equal a mayor who doesn't know how to communicate green or a city that doesn't know how to follow?

What do you think?

I am perplexed when I see this. If you read my last post you’ll notice I really like to get a pulse of a city by seeing and hearing what is happening from the people and events. I’ve seen on more than one occasion a mayor who is a strong shade of green, greening buildings for the state, yet the rest of the city is not completely buying in.

So, how does this happen and how do you prevent it from happening?

In my last blog post, we discussed a city’s sustainability responsibility. We’ll be continuing this discussion in this blog post.

In indicated in my last blog post that a women said she didn’t recycle because she didn’t believe it would help and what was the point.

I’ve seen the same thing happen in companies where they institute a recycling program, people start recycling then one person ends up dumping the recycled products into a dumpster. This kills the credibility of the program and instills distrust immediately—something hard to get back.

When a city rolls out a program, communicate on a basic level would make sense, here is what I mean:

1. Explain the benefit of recycling and the downside of not recycling – I explained to this lady that people do not understand that when a landfill is full, we will need to transport trash, do you think transporting trash would diminish the air quality? We could end up in a similar situation as China because our air quality is so bad.

2. Show what’s in it for them – Why should they do it? Everyone has a different motive. Conventionals who are driven by more municipal behavior will actively engage in recycling, but they are only a little under 30% of the population. What about everyone else? For a drifter to relate, you have to show them how it affects them personally. Each groups relates very differently to these types of initiatives and are motivated in different manners.

A recent study by EcoAlign testing 1,000 consumers’ awarenwess indicates that consumers know green energy-related terms are positive, but less than one-third could correctly match the terms to their definitions. Also, fewer consumers chose correct definitions than those who were questioned in the first EcoPinion survey in October 2007.

Green Biz Reports:

In this year's survey, 80 percent chose the correct definition for "clean energy." But that's a drop from 86 percent getting it right in 2007. The same thing happened with the definition for "demand response." Sixty-nine percent got it right in 2009, but 73 percent got it right in 2007.

When it came to other terms like "peak pricing," "budget billing," "flat pricing," "time of use pricing" and "fuel supply pricing," consumers were either very knowledgeable about what the terms meant or were practically clueless about them.

The report suggests that, due to consumer misunderstanding of some terms, to stop using industry terms like "demand response" and "peak pricing" when communicating with consumers. Even though those concepts are important when it comes to the smart grid, consumers did not understand them and even made negative associations with them.

The report also finds that consumers could use some education when it comes to understanding the benefits of the smart grid. When asked to identify who or what they think will benefit the most from the smart grid, 31 percent of those surveyed said the environment would. And when asked to identify who would benefit the least, consumers said government, residential consumers and utilities would reap the fewest rewards from smart grid investments.

What does all of this mean?

It means make sure you talk to the lowest common denominator—speak to the people who least understand to ensure everyone gets it, especially if trying to appeal to the masses.

Colette Chandler

Helping You Understand and Profit from Consumer Health and Green Trends

As of December 1, bloggers who receive cash or in-kind payments to review a product must disclose this material connections. Celebrity endorsements will also be covered by the new rules.

According to the new rules, "both advertisers and endorsers may be liable for false or unsubstantiated claims made in an endorsement," the agency said.

They also have to disclose a monetary connection with a company in other situations.

"Celebrities have a duty to disclose their relationships with advertisers when making endorsements outside the context of traditional ads, such as on talk shows or in social media," the agency said.

This is very big news for many bloggers, but it gets back to the concept I talk about and that is so common in sustainability---authenticity. Isn’t time we are all authentic with our messages?

I’ve written about products or services before that I found I liked and never felt like someone should pay me to talk about them. I only talk about products and services that I feel warrant it. In the same respect, I mention products and services that might need some work. To me it is all about total transparency and it is how we can all learn from each other.

The FTC may be cracking down on misleading endorsements and testimonials, yet for many of us, it will be writing as usual…writing about things that really matter.

It’s really time for all us to embrace total transparency. It’s working in the sustainability world and it can work here too.

Colette Chandler

Helping You Understand and Profit from Consumer Health and Green Trends

Becoming a green or sustainability change agent is really about understanding (strategically) how to navigate change and actively lead it. All blame and finger pointing has to be eliminated and sole focus needs to be put on leading the sustainability change.

What is essential is to “walk the walk and talk the talk.” I talk and write about this often because as the green movement continues to gain momentum, many on the sidelines want to join in so they come in as a “me too” player. “Yep, we are a green company too.” Adding little bits of green language and messaging to their website when no really initiatives are in place to drive change.

When companies decide to become sustainable/green, they take the bear the responsibility of showing their vendors, stakeholders, customers and employees how they took can become part of the solution and become more sustainable. They come up with solutions and teach others how to participate, by explaining the “whys” of the sustainability efforts. We all have to remember that sustainability does not come fast or quick to most companies. It is a process because gaining stakeholder buy in takes time. Many may not understand the need for doing it now or why it is so important. To make a change lasting, buy-in is critical. It’s why I often start with education and training with stakeholders and key management as a beginning phase of most sustainability programs I put in place for companies. Without it, any sustainability strategy will not really fly.

Now becoming a green change agent really takes companies from where they are on the sustainability scale to potentially off the scale or chart. They almost create a scale or chart of their own and potentially start a new scale or chart that is then used as the next standard. Most any company can start on the road to becoming a green change agent. I think there is room for many more to step up to the plate.

Colette Chandler

Helping You Understand and Profit from Consumer Health and Green Trends