The economics of sustainability
Wednesday, December 30th, 2009The new green concerns itself not only with matters of energy and the environment, but it also reflects a change in people’s lives that will soon prove very real and transforming. Of late, nobody knows that better than the large multinationals who have begun to see going green not simply as good business sense, but as critical to the bottom line. Companies who promote environmental sustainability exude not only a sense of morality and decency, but in doing so they also tend to offset any perceived public negativity due to issues surrounding pollution, globalization, fair trade, and fair treatment of workers.
In January 2008, the closely watched Computer and Electronics Show (CES) in Las Vegas went green. Cited on their website was a variety of actions they took including carbon offsets, recycling, reforestation, and energy efficiency. Numerous tech companies rushed in with green products and services of their own. In that same month, the annual North American International Auto Show in Detroit also went green. In sharp contrast to the gas-guzzling muscle cars of the past, plug-in hybrids, electric vehicles, and futuristic hydrogen fuel-cell cars were enthusiastically showcased.

All over America, industry by industry, corporate boardrooms are adopting this new green morality. It says, “I’m doing something about the pressing problems of today. I’m helping shape the future of humanity. I care.” It’s a kinder, gentler capitalism. And it’s very profitable to boot.
But it’s not simply large corporations who are jumping on the green bandwagon. Amidst the scenic rolling landscape of central Vermont, entrepreneurial dairy farmers are selling electricity produced from methane biogas back to the Central Vermont Public Service power company using biogas-powered electric generators. It is truly renewable energy production every step of the way. Dubbed, “CVPS Cowpower,” each independent farm is home to over five-hundred cows that provide between 1.2 to 3.5 million kilowatt hours of electricity per year.
According to Jill Buck, Executive Director and Founder of the world’s largest environmental educational program, Go Green Initiative, China is going green. Though the country is still plagued by runaway pollution and other environmental problems, Buck opines, “The evidence of environmentally responsible efforts were literally everywhere I looked; some were large and expensive efforts, and some were simple and inexpensive, but what I saw convinced me that these