Is Green Still Relevant to Consumers, Businesses?
On the business side of the house, a sequel to the 2006 book, “Green to Gold” (by Dan Esty and Andrew Winston) has been released. Since the publication of the original book, some of the “Top 50 WaveRiders”—companies that were profiled because of financial and environmental success and social responsibility—have stumbled and others have faced new environmental challenges.
It feels odd to see BP listed as the top international “Wave Rider!” The Gulf oil spill two years ago took the company from an environmental hero to villain in one quick step. In our industry, HP, Kodak, Xerox and International Paper all made the top 25 list of “U.S. Wave Riders” in 2006.
That said, the original book outlined some really great green strategies, and the new title—“The Green to Gold Business Playbook” (by Dan Esty and P.J. Simmons)—gets down to tactics. It details how to implement the strategies already described.
Author Esty puts it this way in an interview with Joel Makower of Green Biz:
“One of the things the ‘Playbook’ does is take this whole big area apart and give guidance, business function by business function. And it allows people to not feel like it’s overwhelming, but to dig into whatever piece is in front of them. So, there’s guidance on what to do if you’re in the finance department, or the marketing department, or the buildings department and facilities department. It gives a chance to take issues from high strategy down to a much more on-the-ground and approachable level.”
Whether you’re already well down your path to being a sustainable company or just getting started on your journey, these two books are great tools to help you implement the tactics on your list.
And it would be great to have you as part of the audience when Jacquie Ottman gives us her insights on the new green marketing paradigm! Please join us!
• Define their sustainability strategies,
• Deliver a positive, sustainable image,
• Gain credibility, trust and respect, and
• Measure the results of their green initiatives and actions.
Gail is a nationally recognized speaker on a wide range of subjects and brings enthusiasm and a unique blend of experience to the podium. As an industry analyst and journalist contributing to publications in the United States, Canada, India and Brazil, she has covered a number of beats, particularly sustainability in printing and mailing, print on demand, variable data printing and direct mail.