Your company has been progressing nicely up the sustainability curve from compliance to cost savings. The next logical step is reputation and revenue generation, and itʼs here that many sustainability pros hit a roadblock. Without a CEO mandate, business units usually have little incentive to deviate from whatʼs been working in the past. Sustainability and CSR initiatives have safely been tucked away behind the scenes, dealing with internal and supply chain issues that reduce risk and cost to the business. Objections to customer-facing sustainability initiatives range from “Why put our neck out and riskgreenwashing charges?” to “Itʼs still a niche market” and “Why would we promote our values for commercial ends? Weʼre doing this because it’s right, not to make money from it.”

Throughout the years, I have encountered many people who wanted to go green, but couldn’t sell the eco approach to the executive team. I believe most managers are simply not aware of what green marketing is, and why it’s better than traditional, non-green marketing.

The Pew Charitable Trusts has conducted the first-ever hard count across all 50 states of the actual jobs, companies and venture capital investments that supply the growing market demand for environmentally friendly products and services. The study, entitled The CleanEconomy: Repowering Jobs, Businesses and Investments Across America, revealed that the number of jobs in America’s emerging clean energy economy grew nearly two and a half times faster than overall jobs between 1998 and 2007.