A lesson in green business: New Belgium Brewery

just posted a lengthy report from my tour of New Belgium Brewery over at my other blog, WoolardSpeak. check it out.

What can Brown do for green?

loved this post from Citizen Brand on a corporation doing some good in their own way. UPS, or "brown" as we've come to know them have put a stake in the ground by leasing alternative fuel vehicles to transport ground packages in areas that will not only benefit from reduced congestion, but reduced emissions. UPS currently has 1,600 alternative fuel vehicles in its fleet. i applaud this as a powerful start and a nice bar raised for the industry.

i also value UPS' view of their role in the larger carbon footprint and its impact on the bottom line:
"Packages go from the airplanes, to the tractor trailers, to the delivery vans, then to the drop-off nodes. From there the ZAP trucks make the final delivery to the consumer in a zero-emission vehicle that costs less to operate," said ZAP CEO Steve Schneider. "It's a perfect example of how green technology can help corporate America's bottom line."

it's companies like this, which balance their environmental impact with solid business practices, that will grow and lead during this important time of business renaissance. yes, i said it. and i believe that's what we're experiencing. kudos to UPS not only for finding a green solution, but for integrating green into the solving of a business problem.

it's truly not easy being green

a number of people have asked me recently to comment on the "green" trend. first, I want to make a statement. though Interwoven Threads is printed on 100% organic cotton and made in America, i don't consider Interwoven Threads to be as green as it could be. I'm still playing with the availability and last of soy inks, that's the first major area for improvement. I work hard to limit the amount of material I use to ship and print. Our envelopes are made from recycled material and our soon-to-be-produced marketing and communication material is all on recycled or reused paper. Bottom line, Interwoven Threads is certainly greener than most T-shirt companies, but there's room for improvement.

"greenwashing" is the issue here. basically, greenwashing occurs when a company that is less than green (or socially responsible for that matter) follows a consumer trend and tries to play in the same sandbox. normally, greenwashing companies are only in it to ride the coattails of a trend, and partake in some new marketshare.

i was doing some research today and came across EcoAmerica's News Blog and found a nice, concise post on consumers' views toward greenwashing. some good tips and overviews too. Via GreenBiz, take a look at this study, which cites green fatigue caused by many indicators. though it is focused on a couple industries, its results can be translated throughout categories.

not only is the green fatigue a cause for concern, but it's a call-to-action for companies to be authentic in their do-better pursuits. consumers met the green movement with gusto, throwing dollars and loyalty behind companies for doing very little. oftentimes, companies, like Patagonia, which were "green" before there was a label for being so, were overlooked by companies throwing marketing dollars at the heightened consumer interest. as consumers get smarter, they ask tougher questions. they look at the companies that claim to be green and dig through their processes and practices.

greenwashing is not just an unethical marketing and business strategy, it's harmful to the environment. sounds corny, but it's true. i don't care how many jump on the rubber bracelet bandwagon, the fallout and fatigue doesn't harm the cause, but when a company claims to be green and tries to take marketshare away from companies that were founded on green and sustainable philosophies, they are harming consumer confidence and the environment.

i'm not saying consumers should scour the depths of annual reports to make sure soy ink is used on the return address envelopes, but consumers should seek authenticity. they should seek signs of effort, which proves a company is moving toward something on a holistic level. that being green is an investment that will evolve. that it isn't as easy as throwing a few solar panels up on the roof and introducing a line of products made from recycling.

it's not easy being green. that's why the rewards are reaped by companies that are authentic and committed. seek those companies. reward them with your loyalty and business.