Taiga Company

As a sustainability consultant, I am privy to the skepticism offered by others on the topic, "Is green here to stay?"  Fortunately, there are reports and information indicating evidence that not only is green or sustainable business here to stay, but that adopting sustainability concepts in business operations is an essential element of successful businesses going forward. 
 
According to Environmental Leader, the 2009 Cone Consumer Environmental Survey indicated that despite the state of the economy, 34 percent of American consumers indicate they are more likely to buy environmentally responsible products today, and another 44 percent indicate their environmental shopping habits have not changed as a result of the economy.  In addition, 70 percent of Americans indicate that they are paying attention to what companies are doing with regard to the environment today, even if they cannot buy until the future.
 
In a report, entitled Capturing the Green Advantage for Consumer Companies, executives at 20 leading consumer companies were interviewed about their sustainable business experiences and strategies.  According to the report, "The green movement is about reducing waste and minimizing our impact on the environment. Companies that translate these goals into a holistic approach to offering differentiated green products bringing down costs across the entire value chain have been rewarded with higher margins and market share."
 
Furthermore, David Dias writes in an article, Green Dies Hard, that business leaders questioning the sticking power of business sustainability view  "Sustainability is no longer a sphere dominated by activists and special interests; it can be found in every aspect of our lives, whether in curbside recycling programs or corporate initiatives or political speeches." 
 
As a professional consultant in the role of building business sustainability with small businesses,  I view this information as an indicator  that not only is green here to stay, but that it is essential for small businesses over the next decade as they try to thrive and survive by seizing new opportunities, improving their competitive position and providing more value to their customers.