Author of several books on creating green businesses and founder of the company, Starting Up Green, Glenn Croston will present on the current environmental challenges and how green businesses can provide the solutions. Businesses that communicate the message of how sustainability can improve our lives today and for the long term will thrive even in challenging economic times. A book sale and signing will take place after the event. This workshop is recommended for entrepreneurs, clean tech workers and business managers.
12. The New Economy: Sustainability
Whatever we do on Earth, stays on Earth
You
Are
Here
Glenn Croston, StartingUpGreen.com
13. The Inconvenient Truth meets
The Unavoidable Trend
Resources
available
Cost of
resources,
• Growing global population
Waste,
Pollution • Growing economies in Asia
• Competition for resources
• Rising cost of resources
• Cost of pollution
Time
A Rising Demand For Green Solutions
Glenn Croston, StartingUpGreen.com
14. A World of Opportunities
Problem Opportunity
Declining water supplies Water conservation
Need for clean energy Solar, wind, geothermal
Pressure to be energy Green building
efficient, save money Efficient transportation
Low quality food/ health Healthier food and
agriculture
Accumulated waste Use waste as a resource
Glenn Croston, StartingUpGreen.com
15. Green is a Proven Business Model
Stonyfield Interface Patagonia
Green
Pioneers
3M DuPont WalMart
Fortune 500
Rent a Green Mojave Breeze You
The Next Box
Generation
Glenn Croston, StartingUpGreen.com
16. Green isn’t Just for Greenies
Green Business is Good Business
Sustainability is….. • resourceful
• profitable
• innovative
• attractive
• a safe bet
• the future
Glenn Croston, StartingUpGreen.com
17. and it Isn’t Just for Polar Bears
• Good jobs
• Good businesses
• Growing economy
• Strong communities
• Healthy environment
• Bright future for
you and your kids
Glenn Croston, StartingUpGreen.com
18. Case Study - Interface
Reduce waste, and grow profits at the same time
Glenn Croston, StartingUpGreen.com
19. Case Study – 3M
Fighting climate change while saving $ billions
Glenn Croston, StartingUpGreen.com
20. Business Case for Green Buildings
• Reduce operating costs of buildings
– 25-30% lower (NBI Study, 2008)
• Increased rental rates
– 3.8% higher occupancy (CoStar 2008)
– $11/sq ft rent premium
• Reduced sick time
– USD/ CBRE Study 2009
– Increased worker productivity
• Attract partners, employees
Glenn Croston, StartingUpGreen.com
21. Green Builds Real Value
Esty and Winston, “Green to Gold”
Brand value is real value
Intangible assets can be worth $ billions
Glenn Croston, StartingUpGreen.com
22. Where Are the Opportunities?
Where aren’t they?
Glenn Croston, StartingUpGreen.com
23. Growth of the Green Economy
• US Dept of Commerce Report
• Green economy was $371 to $516
billion in 2007
Glenn Croston, StartingUpGreen.com
24. Clean Energy
From Solar Energy Industries Association, Q2 2011 Solar Market Report
Glenn Croston, StartingUpGreen.com
25. More Than Boots on the Roof
• Solar lead generation
• Solar financing/leasing
• Solar monitoring
• Solar import and distribution
• Solar training
• Solar marketing and sales
• Solar business management
Glenn Croston, StartingUpGreen.com
26. Energy Efficiency
“Energy efficiency is probably the
largest near term opportunity to reduce
both electricity use and greenhouse
gases. Simply put, the productivity gap
is equivalent to approximately 31
percent of 2005 electricity sales
(Figure 8) and the equivalent of 62
percent of coal generation.
“Assessing the Electric Productivity Gap
and the U.S. Efficiency Opportunity”, Rocky
Mountain Institute Jan 2009
Glenn Croston, StartingUpGreen.com
28. Energy Meets IT
EcoDog’s FIDO energy monitor
Glenn Croston, StartingUpGreen.com
29. Transportation
Nissan Leaf, Chevy Volt
Nissan Leaf
• Electrification of transportation
• Increased efficiency
• Alternative fuels
Glenn Croston, StartingUpGreen.com
30. Water
• Irrigation controls
• Water filtration
• Emergency water
production
• Water efficient plumbing
fixtures
• Water monitoring and
automated control
Glenn Croston, StartingUpGreen.com
31. The New Gold Mine
Terracycle
Electronics Recyclers Int.
Glenn Croston, StartingUpGreen.com
32. The Conserver Economy
Strategy Opportunity Example
Sharing Carsharing Zipcar
Reusing Garbage Terracycle
Renting Art, jewelry Art Rent & Lease
Swapping Movies, books, Swap.com
video games
Refashioning Shoes, clothes Patagonia
Glenn Croston, StartingUpGreen.com
34. Green Sales
• Prime Solar Network
• www.primesolarnetwork.com
• Solar Broker sales business
Glenn Croston, StartingUpGreen.com
35. The Greener Version of Anything
Old Model New Model Example
Dry Cleaning Green Dry Hanger’s Dry
Cleaning Cleaning
Chemist Green chemistry Genomatica
Packaging Green Packaging ExpandOS
Trash is a problem Trash is a Terracycle
resource
Janitorial Service Green Cleaning Ecoclean
Glenn Croston, StartingUpGreen.com
36. 4 Steps to Green Your Business and
Career Today
1. Take a look around
2. Find a problem
3. Solve it
4. Tell a friend
Glenn Croston, StartingUpGreen.com
37. The Biggest Obstacle…
• “Green is for those people”
• “We’ll lose jobs”
• “Green is hard”
• “We can’t afford it”
• “I’ve got too many other
things to worry about right
now”
Glenn Croston, StartingUpGreen.com
38. How Green is Sometimes Seen
1 ton
green
weight
Life’s C
halleng
es
Glenn Croston, StartingUpGreen.com
39. Fear vs Hope
Forward
Which way do we want to go? A brighter future
Working together
Retreat to the past
Every man for himself
Glenn Croston, StartingUpGreen.com
40. What’s In It for You?
• Work with purpose
• Taking control
• Healthy communities
• Tying into global trends
• Saving money
• Making money
• A brighter future
Glenn Croston, StartingUpGreen.com
41. The Future
is
Green
Glenn Croston, StartingUpGreen.com
42. Starting Up Green
www.StartingUpGreen.com
Glenn.croston@75GreenBusinesses.com
Green Consulting and Communications
Glenn Croston, StartingUpGreen.com
Notas do Editor
Hi everybody, It’s so great to be here – I’d like to thank the organizers for inviting me, and all of you for coming. It’s so exciting to see you all here, and to have this opportunity to talk about green careers and businesses. It’s time to talk about solutions for all the problems we face, and how green businesses are the answer. I’d like to talk today about the many opportunities that going green creates for just about everyone, and how you can join in.
As we start the new year, its hard to say what will happen, but some things are pretty much already baked into the cake, with long term trends carrying forward into unavoidable conclusions. One of these is world population. When I was a kid the world’s population was passing four billion, and we thought that was a lot of people. In the decades since then, billions more have been added and 2011 will be the year that we hit 7 billion. By 2050 it’s expected that the world’s population will level off somewhere around nine billion or so. This isn’t as bad as was once feared, although its still a whole lot of people, enough that you can’t have this many people around without having an impact on the world around us.
As the population grows, the number of consumers grows, adopting the old economy model. In the old economy, our planet’s resources are viewed as limitless, they are extracted, manufactured, distributed, and sold to consumers, to end up as waste in one form or another. The process is linear, and a dead end in more ways than one. Resources like oil, water, trees, and fish are consumed and waste products released, creating pollution in its place and compromising natural systems.
In addition, its not just the number of people on earth but the number of consumers that is growing. As developed countries grow, more people want the western lifestyle. They want stuff. They want cars, houses, meat – you name it, the works. The problem is that with the old model, the old economy, there just isn’t enough planet to go around. People talk about the number of planets you would need if everyone consumed like americans. It might be 3, 6, 10, or 12, but the important thing is that we just can’t keep things up this way, especially not with the rest of the world factored in. We are consuming like our water, air, earth, and ecosystems are limitless, but they are not, and the limits are getting more obvious all the time.
We need a new model, and we have one called sustainability. Sustainability means that we live and do business like we’re going to be staying here for a while, like we care what happens to the place. Looking at the world through the sustainability lens, we need to see that we can’t ignore our impact any more. We can and we need to do things differently. The impact of our consumerism over the past several decades, and more to come, is so great that it really cannot continue down the same path.
We need a new model, and we have one called sustainability. Sustainability means that we live and do business like we’re going to be staying here for a while, like we care what happens to the place. Looking at the world through the sustainability lens, we need to see that we can’t ignore our impact any more. We can and we need to do things differently. The impact of our consumerism over the past several decades, and more to come, is so great that it really cannot continue down the same path.
We have a host of environmental problems resulting from the old model, and often the story ends there. We hear a lot about all of the problems, and all of the things we should do. For some people, that’s all they need. But I’d like you all today to look at things differently. The green business world isn’t just about the things we should do. Its about the things we can do. It’s about opportunity. It’s about opportunity for you and for all of us, to create good jobs, strong businesses, and a healthier world, all at the same time.
The energy industry is changing rapidly from polluting fossil fuels to clean renewable energy.
You don’t have to a solar integrator to make something happen. Some opportunities are technical, like installing the panels or designing new ones. There are also opportunities though for people from any other backgrounds, even if you’re not a lifelong solar enthusiast and aren’t too sure what PV means. If you are in finance you can help investors connect with solar projects to make money, If you are in marketing or sales you can sell solar power If you are in management, you can help some of these rapidly growing solar businesses to stay on the right path.
The economic crisis is not over yet, by a long shot. Trillions of dollars of debt and lost asset value will slow spending for some time to come, shifting us from the consumer economy to the conserver economy. Even here there are opportunities for those who can take advantage of this trend.
If you’d like to join the green revolution, 75 Green Businesses and StartingUpGreen.com can help. Contact me for consulting help, ads or listings, The future is green. See you there. THANK YOU!