Sustainability: business, life, environment

In an exponentially growing multi-trillion dollar business, there is a lot of green($) to be had in the green industry.  However, businesses interested in the short-term benefits may be playing a dangerous game.

Greenwashing is the practice of making an unsubstantiated or misleading claim about the environmental benefits of a product, service, technology or company practice.  The term greenwashing is believed to have been coined in 1986 when environmentalist Jay Westerveld observed the practice of hotels encouraging guests to reuse bath towels as an effort to help the environment when in fact it simply saved massive amounts of money on laundry costs.

Companies and individuals moving too quickly to offer unsubstantiated green products and services could be leveraging future business for the short-term benefits.  Those engaging in greenwahing could be exposing themselves to potential longer-term risks.

Taking deliberate and conscious steps to incorporate sustainability concepts into the core business processes will not only promote business sustainability but may enhance company and product reputation.  The growing eco awareness of consumers will eventually differentiate true products from those simply making marketing claims.

In addition to internal improvement, work with suppliers and customers that demonstrate a "sincere commitment" to integrating sustainability concepts into their own workplace.  Look for sincere commitment towards a sustainability plan.

• Management driven with employee engagement
• Appropriate resource allocation - time, employees, training, capital
• Long term focus with a plan review and commitment renewal
• Interest in industry/ community leadership

At Taiga Company, we are frequently approached by business and individuals wanting to go after the green($).   Our sustainability consulting works with clients to see the larger gain in transforming business practices and processes that create true green offerings and promote a commitment to business sustainability.