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Is there quantifiable evidence that green is gaining momentum? The question only requires that you take a superficial look around in the business community to see it. Business leaders know that flexibility and adaptation to changing circumstances are the fundamental aspects of corporate survival.

Today, natural resources conservation and socially responsible practices are playing a major role in project planning. In fact, it is a fairly obvious requirement for a well-run organization today, whether large or small. As energy and material costs rise, evidence of this truth is even more accentuated.

If you want to know whether sustainability is a high priority, you first need to understand what pressures accelerate the process of moving toward green business trends within a company and across the nation.

Employees in their 20’s & 30’s

The most obvious source of pressure is the younger generation of employees. According to the 2006 Cone Millennial Cause Study, an impressive 83% of millennials (those born between 1979 and 2001) place greater trust in organizations that are socially and environmentally responsible. Those who missed the seventies and eighties era of excesses are often stunned by the lack of conservation practices by the older generation. They have been well enlightened in conservation and environmental awareness since they were elementary school age.  Studies of human-resource patterns show that employees in their 20’s and 30’s are more prone to believe in companies that take responsibility for the environment. In fact, a poll conducted by Mortgage Lenders Network USA reports that 94% of all Americans prefer to work in a setting that is designed to be energy-efficient and ecologically sound.

Customer Base

The second most likely source of pressure to go green is your customer base. A company may be losing market share by continuing to provide products that were previously highly regarded but by today’s standards are not considered to be green. Organically grown fabrics, locally grown produce, energy-efficient appliances and non-toxic materials are all suddenly taking the spotlight and turning heads – innovations created by, you guessed it, employees in their 20’s and 30’s. Consumer pressure will continue to be a dominant force for corporate change.

Financial and Insurance Institutions

More subtle but economically convincing pressure can come from financial and insurance institutions. Funding for a new venture is more easily obtained from some lenders if it has an environmental link, especially for construction projects. These same greener projects can be more economically insured with discounts provided by major insurers.

Corporate Leadership

The most compelling pressure, but more difficult to quantify, could come from the personal convictions of one or more corporate leaders. All that needs to be said is “It’s just the right thing to do.” This is a push that will have sustained impact and continued support since it comes from policymakers within to permeate the entire corporate culture.

A prime example of this type of executive pressure is the Texas Instruments chip fabrication plant in Richardson, Texas. The facilities planning team was told to reduce the construction budget for the new plant by 30% as compared to the last one built a decade earlier. The team took it upon themselves to suggest a sustainable design that would also save operating costs. Integrated design helped the team beat the 30% capital-cost goal and achieve significant, long-range operational-cost savings. The facility reduced energy use by 38% and water consumption by 35% through extensive reuse and recycling. The attention to energy recovery resulted in fewer boilers, which led to an emissions reduction of 50%. Local materials and products with recycled content were used for construction and 90% of the construction waste was recycled. Much of the landscaping was created with native plants that require no irrigation and minimal maintenance. The facility is the first LEED Gold certified chip plant in the world. The overall savings benefit to the company is projected to be $4 million a year on a net $1.5 million investment, a savings of $2.67 for each dollar invested.

Numbers don’t lie. They tell us that green is big and getting bigger. TI’s building project clearly illustrates that you can take green to the bank and continue to do so year after year. Job creation and corporate growth will be linked to green initiatives for the foreseeable future. Because green is more efficient and better for us all, we can see on the horizon quality of life improvements that will launch us into a truly sustainable future.

~ “Management is doing things right . . . Leadership is doing the right things.”  Peter F. Drucker

Being a leader means that an individual has made some quality decisions to move in a certain direction and to accomplish well-defined goals. A leader identifies all the specific tasks required and every skill set required to complete the process. Leaders possess the wisdom to know that a company of individuals must be assembled to be able to accomplish the multitude of details which are necessary to produce the quantity and quality of workmanship to achieve sustainable results in this enterprise.

Leaders are absorbed in designing a master plan, orchestrating the intricacies of that plan and motivating others to help accomplish that plan. Knowing that it would be impossible to oversee every detail of the plan alone, a leader must entrust the execution of the plan to other leaders who are empowered with the delegated authority to oversee their respective areas of the plan. At the same time the leader is responsible for every aspect of the plan as it develops. “Delegating work works, provided the one delegating works, too.” Robert Half

Leadership has its styles. Fortunately or unfortunately, leadership style or philosophy has everything to do with the end result of a project or enterprise. What I am about to share with you represents my views on leadership and what is necessary to have successful projects within a successful enterprise.

Understand the Task ~ “Those that know, do. Those that understand, teach.” Aristotle. Everyone involved in a project has a series of tasks to perform. A leader must understand the end result of each task. Since the leader knows the end result of the task, he will have to communicate effectively with the one assigned to the task in order for it to turn out like the leader conceptualized it. If the right individuals are assigned to the jobs for which they are best suited, understanding the specific tasks will be easily grasped, the execution of the tasks will be accomplished and both leader and workers will eventually come to a mutual understanding of how the task is best accomplished.

Give Autonomy ~ Theodore Roosevelt said, “The best executive is the one who has sense enough to pick good men to do what he wants done, and self-restraint to keep from meddling with them while they do it.” While individuals all need guidance from time to time, they need to feel that they can be trusted to do what needs to be done and that they have the intelligence and ability to draw on their experience to solve challenges as they arise. “Don’t tell people how to do things, tell them what to do and let them surprise you with their results.” George S. Patton. People will surprise you with their initiative when given the opportunity. If the leader, however, is negatively surprised with the results, it can be a growth opportunity for the worker –- or not.

Innovate Constantly ~ One of the first signs of the decline of a company is that everything is the boring same, day after day drudgery. There are repetitive procedures that are essential to the success of a project. Hopefully, they could be performed by a machine. Part of the dynamic of a successful company is its ability to produce new and better products or services on a continual basis. Today, much of the innovation should involve the company in socially responsible thinking.

This only happens where the personnel of a company have motivation to grow and learn and develop. The same is true of a leader. A constant exposure to market trends, new ideas, the innovations of competitors and, sometimes, just experiencing real life situations, stimulate innovative thinking and application to the project at hand. “Innovation distinguishes between a leader and a follower.” Steve Jobs

Focus on Quality ~ Quantitative results can be impressive, but at the expense of quality, they can be disastrous. Quality involves high level workmanship and consistent product excellence. When I was younger, I worked on an assembly line of an automobile manufacturer. I had the task of being the first on the line to build the seats to the car. If a seat frame was twisted or damaged, it was my decision to begin building the seat with an imperfect frame or throw it under the line to be replaced later by quality control. There were a few times I threw a distorted frame under the line only to have somebody tell me to pull it back on the line, saying that it didn’t matter, because it wasn’t a top of the line car. I didn’t work there long, but I decided to never buy one of those cars. Quality matters –- in any task you’re doing. “Quality questions create a quality life. Successful people ask better questions, and as a result, they get better answers.” Tony Robbins

Continuously Learn and Teach ~ “Being ignorant is not so much a shame, as being unwilling to learn.” Benjamin Franklin. A leader has to be a few steps ahead of those he’s leading, which means constant study. Well-informed employees do better work, help solve more problems, offer more creative suggestions, come up with more intelligent solutions than uneducated employees. Of course, you’re not going to have a PhD doing unskilled labor, but if that employee came into the company with an elementary level education, the employee can be promoted to a more responsible position as higher levels of education are attained. It’s good to have a well-informed workforce, especially if the educational opportunities came from the company. It will prove to be mutually beneficial to the employees and the company.

Treat Workers as Assets ~ You could put employees on either side of the balance sheet — and you should. Wages are an expense, but good employees increase the value of a company because they consistently do high quality work with high efficiency and they generate high quality products and services. Perspective can change the ordinary to extraordinary.

“If your actions inspire others to dream more, learn more, do more and become more, you are a leader.” John Quincy Adams

Lily pads multiply exponentially. They begin growing in the spring with very sparse coverage and by late summer they can look like this. One day you could come to the pond and where you saw gaps yesterday, the whole pond is covered today.

The recession has made living a greener life more fashionable. People are cutting back on driving, exercising more, eating healthier and even taking up gardening to save money –- or just to be current. Making that a more enduring lifestyle is easier than changing the marketplace, but only because of individual initiative. The energy of that initiative could just be the catalyst that propels us into a greener society.

We may be on the cusp of a real paradigm shift that will take us back to organic healthy practices, lift us up to be more responsible citizens and launch us into the creativity of more efficient, greener products that advance us to greater heights of achievement and quality of life.

At the moment less than 20% of our Fortune 500 corporations have really made green strides, even though all companies have at least dabbled in green or have fulfilled the required greener compliance adjustments. What we are beginning to discover, however, is that there is a fresh approach to the marketplace. A common awareness of the problems associated with a non-green mindset and the possibilities that greener products and practices provide is becoming the correctional modifier that engenders spontaneous collaboration of management, workforce and consumers to set new standards and, simultaneously, create real growth in the economy. It would not be the first time that remediation measures resulted in a pressure cooker environment that re-invigorates a fresh approach to a quagmire of repetitious activity and gives birth to a sustained renewal.

Trade shows are mushrooming with green ideas that have been turned into green products and innovative solutions. If you haven’t been to one recently, take my suggestion to attend and make a mental note of all the innovative ideas that are being brought into the marketplace. Yes, there’s much work yet to be done, especially in the US. The average American still consumes twice as much fuel each year as the average European. We’re pretty spoiled. We have large houses and several cars and we use them to make lots of trips to buy any little thing and shop for the next thing that catches our eye.

Not that those things are so bad, but if we could convert some of that energy into personal productivity and consciously seek ways to green up, we could absolutely regain what has been lost in our economy. At the same time we would live longer, healthier, happier lives. What we would find is a new passion for living emerging from within. Creative juices would begin to surprise us with new ideas and innovations. Sensitivity for the burdens of others would cause us to make a real difference in our home, our workplace and our community.

Even now, this can be witnessed to some degree in corporate America. More companies are working on sustainability standards for their own company and then assuming the leadership to show their suppliers how to make greener products, biodegradable packaging, greener, less toxic chemicals and other areas that are still being defined.

A good illustration of this is triple-concentrated laundry detergent. It does a better job cleaning, costs less and is chemically less toxic to the environment than the product it replaced. On the shelf it might look like it costs more, but if you do the math you will see the savings.

Green advancements in lighting is another area where leaps are taking place. LED’s (light emitting diodes) are super-efficient bulbs that use 10 to 30 times less energy than incandescent bulbs. They may seem a bit pricey, but they last for 35,000 hours –- at 3 hours a day average, that’s over 25 years. Incandescent bulbs last only about 1,000 hours. Even if you were to spend $20 for one of these 6-watt bulbs (equivalent of a 60-watt incandescent bulb), you are saving money in just a very short time.

That, my friend, is crossing the rubicon of irreversible green momentum. One green idea sparks another and one day, when you least expect it, economic and environmental recovery becomes a reality.

Green has become a big deal. Are you wondering if there’s any profit in green investing? Not too many years ago you had to be a hardcore “treehugger” to think there was a chance that going green could be good for the economy or for personal gain. It was just something that appeared to be the right thing to do, even if the return on investment was a loss. Today, however, green is everywhere — green is golden — green is cool, but just because marketing has turned on the green spotlights, it doesn’t mean that everything is as green as it appears.

Short-Termism

It has always been a dark motive — the desire to generate short-term results no matter what the long-term cost. Get-the-money-now businesses that give you slick talk and slipshod results have been around forever. The temptation to shortcut success is strong. It got to be epidemic. Short-termism has had its get-rich-quick results long enough and there may still be a few tricks left. Short-termism is fueled by greed and fear of loss. Impulse decisions based on greed or fear may give short-term satisfaction, but the long-term cost can be deadly.

A truly green business, by contrast, is a socially responsible business. It is not only about green buzzwords, but more importantly, it values the general well-being of its customers, its community and its employees for the long term. If socially responsible investing is important to you, then read on . . .

Greenwashing

Greenwashing is when a petrochemical company acts like it’s green because it mixes 10% biofuel with its 90% hydrocarbon gasoline or because it has an experimental fuel cell project. It could be a hotel chain that posts placards that it’s green because it conserves natural resources by not changing your linens every day. I think you get the idea. Exposing the greenwash involves making sure that when a company claims to be green, it uses socially responsible practices throughout its corporate policy. Is this company committing any of the seven greenwash sins? What really makes a product or service green? Does this company support your own values and beliefs?

Select a Green Investing Sector

Green investing encompasses a variety of sectors such as natural products and organic foods, environmental remediation, renewable energy, pollution controls, non-toxic practices, community involvement, energy-saving products, innovative solutions and there are even consulting firms that help businesses become greener. These sectors are then broken down further into subgroups. Your social, personal and environmental values help you focus on which green investing sector is most attractive for you. As you concentrate on the various factors, the companies who demonstrate the leadership to move forward in these areas will begin to rise above the others. Once you decide this, you have a company you can be passionate about supporting and, hopefully, the company will not only impress you with their innovations, but also reward your passion with financial growth.

Green Investment Strategy

Green investing can be as tricky and as problematic as any other type of investing and that is why you need a plan. Create a strategy for your green investment to help you make an informed decision that is in line with your belief system and that has the potential to be financially lucrative. Your green investment strategy should include:

• Asking a lot of relevant questions
• Looking over Sustainability Indexes
• Considering Benefit Corporations
• Reading Annual Reports as well as CSR Reports
• Talking with a Green Investment Analyst

The Benefit Corporation is an answer to an evident problem. Corporations rise and fall with the quarterly earnings report. Corporate directors and executives are responsible for only one thing – a nice fat bottom line for the shareholders. It is a driving force and when safety and the environment would urge more cautious progress — as we have been witnessing with the BP Deepwater Horizon disaster — all the warnings get cast aside to bring in the mother lode.

The game takes some effort and ruthless determination, but the rules are simple: push the profits up and push the cost of doing business down — you win. Let profitability slip a few points below forecasts — you lose. The pressure is so high that you might find yourself on the street looking for a new job because of an unexpected bobble. It doesn’t matter if the public or the environment or even your own employees suffer because of your decisions that fatten the company coffers. You have not broken any laws and, most of all, you have satisfied the one criteria that reflects the goals of corporate perfection.

US corporate law states that it is the legal obligation of the directors and officers of a company to serve the interests of its shareholders. The only way to protect the public from avaricious corporate behavior is to change corporate law. A handful of states have adopted a new category of corporation called the Benefit Corporation. It made its debut in 2008 and over 300 companies have signed on to become a Bcorp. To instill public confidence in corporations, we will most likely see more and more states offering the B corp designation and very likely by 2011 hundreds more corporations will be opting for the alternative to get their B badge.

What does it mean to be a B Corp? ~

So who wants to be a B? A list of corporations that now have official B status are proudly displayed on bcorporation.net. A Benefit Corporation will be rewarded with tax incentives and it will maintain its status through its commitment to responsible and sustainable business practices, efforts to care for the environment, participation in community projects and the general safety and benefit of its employees. Its leadership is still expected to be profitable and to achieve short term goals, but more importantly, to focus on long term goals.

Innovation should result in the benefit of all. Whatever benefits a community will ultimately benefit the individuals in the community. Whatever benefits the environment will at some point benefit humanity. Whatever benefits humanity will result in sustainability.

Two prime examples of Benefit Corporations are Greyston Bakery ~

and Southern Energy Management ~

I don’t believe in coincidence. What I do believe is that something happened to Kevin Costner in the course of making the 1995 film Waterworld that absolutely captured his imagination and wouldn’t let go. The caption below the setting sun says it all, “BEYOND THE HORIZON LIES THE SECRET TO A NEW BEGINNING.”

He saw the potential of being able to clean up oil spills like the 1989 Exxon Valdez disaster in short order. The questions and answers began to crystallize when he and his scientist brother Dan saw a tiny centrifuge that could separate toxic material from water. He began to ask the “what if” questions and five years later had a working prototype that would separate water and oil on a large scale.

I can identify with the phenomenon because there are challenges and the solutions to them that just will not let go of me and I will not rest until I see them fleshed out in real world scenarios. Some intelligent moves by some major decision makers at this juncture could absolutely have an impact on our sluggish economy and revive confidence in America’s leadership to respond to negative circumstances and turn them into victories.

The actor / producer / environmentalist had a vision and was poised for the Deepwater Horizon disaster, but was detained by both the House and the Senate. They ordered the device tested to see if BP would verify that it is really effective. The model V20 centrifuge can clean about 200 gallons of seawater per minute, which translates into more than 200,000 gallons per day. 32 of these machines have the potential to process over 6 million gallons of oil-laden water every day and daily recover as much as 2.5 million gallons (60,000 barrels) of crude into tankers.

They could have been in place within the first week after the ruptured well began spewing oil to the surface – they should have been in place within the first month after the incident – 4 of them finally began to be used on the 2nd day of July, more than two months after the explosion. So much oil has washed ashore that could have been prevented. This advanced technology will shorten the length of time that it takes to return the Gulf of Mexico to its previous condition. At least it will be a weapon in the arsenal for future spills.

Costner’s water / oil separator has been, according to his own words, “sitting on the shelf for the last ten years.” It is proven technology, not just a dream. Various government agencies, as well as major oil companies, have witnessed the effectiveness of Costner’s device over the last ten years. Seriously, while we are in the middle of an economic valley, we could be turning this disaster into a history making success story. Somebody or several somebodies apparently don’t feel the urgency to make that happen.

Fifteen years and $24 million of Costner’s personal money went into the development of this water / oil centrifuge. The first 32 of the units stand ready to be deployed. Washington has signed off on it pending adequate testing; BP has contracted with Costner and Ocean Therapy Solutions, his manufacturing company, but when will we actually see a flotilla of these in action and have something of a sustainable recovery on the horizon?

Washington – 17 June 2010 . . .

Port Fourchon, LA – 18 June 2010 . . .

Port Fourchon, LA – 2 July 2010 . . .

2010 was heralded by the Environmental Protection Agency to be the year for clean air and water standards to reach a near-perfect status. ‘2010 – A Space Odyssey’ ['Odyssey Two' MGM-1984], portrayed a joint US-Russian space mission that miraculously ended the US-Soviet cold war in 2010. In reality, only 7 years after the movie’s release, 1991 marked the actual collapse of the Soviet Union, ending the cold war era. According to George Orwell, 1984 was an extremely troubled time depicted by the novelist [in 1949] as a world submerged in a totalitarian police state.

What do we learn from these historical perspectives? We can conclude that it is difficult at best to predict how history will play out. We can also conclude that people can alter historical outcomes when sufficiently educated and motivated. Earth’s environment has a long way to go to reach a perfect status. People are more environmentally conscious today. Industry has made environmental progress. The world, for the most part, is far from becoming a police state.

What it does reveal is that history, though unpredictable, can be affected by informed, determined individuals. These individuals, fueled by an unquenchable passion, will assume the leadership to enjoy sustainable life in the arenas of energy, business, agriculture, health, the environment and personal development.

Technology advances at a rate that is parallel to its demand. Organic gardening and farming practices will flourish in tandem with a demand for fresher, more nutritious organic produce. Fish farming will expand, coupled with growing concerns about toxicity levels in seafood from oceans. Organic livestock production will increase as more health concerns emerge because of animals raised with growth hormones. Renewable energy sources will blossom in every community as individuals realize the benefits of clean, affordable and sustainable power.

2010 will be the year that passionate people like you and me make the responsible decision to become involved and make a difference in the status of our local communities and the world we live in. Don’t be jaded into thinking that things are just going to happen with or without you and that you can’t make a difference. It doesn’t really matter whether your leadership affects only 2 other people or 2 billion. You will make a difference if you decide to do it.

An investment should be more than just an instrument to gain personal wealth. Of course, if you didn’t believe it would be profitable, it wouldn’t be a wise move. Right? What if you were to think of your investment as an action/belief statement about your core values? What you do with your money actually says more about what you believe than what you say.

If you know that the capital you invest is going to result in harm to innocent people, but you do it anyway because it is reported to give a good return — well, you know what that is. It’s just wrong! Something doesn’t have to be illegal to be wrong. Why not make a quality decision to invest in ventures that accomplish what you believe in?

I believe that I can only commit the resources at my disposal – time, energy, money – into products or businesses that are sustainable, life-giving and socially responsible. I wholeheartedly recommend that you do the same. I have put a great deal of thought, research and soul searching into ideas that will benefit the world we live in and future generations. I believe that we must turn the corner – effect paradigm shifts and make the hard decisions that our grandchildren will enjoy and, hopefully, we will be able to enjoy.

Want a great example? Meet a company that has become a world leader in solar energy manufacturing and installation — First Solar, headquartered in Tempe, Arizona. They are a publicly traded company and I quote from their own company release, “Protecting the environment and conserving natural resources are at the forefront of First Solar’s mission and core values.” Over 2 gigawatts of solar electric power has been produced by them and they just had a record-breaking year.

Because of their commitment to manufacture and install low-cost, high output, high longevity products, they are not only a major producer of renewable energy products, but they are pushing toward the goal of lowering the cost of solar panels to under $1/watt. Additionally, they have established an aggressive program to recover and recycle damaged or replaced product from previous installations so that sustainability is inevitable.

Green building practices, green agriculture, green energy, green industry, fresh water projects are all sustainable endeavors for the economy of future generations. Markets will reflect the decisions that investors make. We haven’t even begun to see what can happen in 10, 20, 50 years if we make up our minds to do it and to devote whatever resources we can into it.

Green is here to stay. It’s not just a hot fad. It is key to the future of all life on earth. The real question that should be asked and is being asked more and more is “How do we plan and how do we invest so that we grow an economy that is truly sustainable?”

Because demand is outstripping production, the petroleum industry will dry up and give way to the growth of green energy. This is inevitable, regardless of my opinion or yours. Peak Oil studies done 50 years ago are playing out in current events today. I believe renewable energy resources such as wind, solar and geothermal are clearly the most promising alternatives, but bio-fuels and biomass technologies may also play important roles in future markets.

As recent as 60 years ago, enormous tracts of land were deteriorating from fertile timber growth to barren land because of deforestation practices. There was no plan for reforestation. There was no forethought of soil conservation practices. Soil erosion further complicated the reversal of this natural dilemma and made it difficult to reforest on degraded soil. Fortunately, the timber industry began to plan and develop strategies that were not only green, but financially sustainable. The result – green investments systematically transformed the timber industry into one of the most stable markets on earth.

Nature has phenomenal recuperative abilities, but the unrelenting extraction of natural resources has demonstrated that some resources can never be replaced.  Once consumed and turned into carbon gases and particulate matter, there is no recycling of petroleum-based fuels. Implementing every possible plan to encourage the use of renewable fuels is a step towards rebuilding global economics. Just as a methodical reforestation plan to replace cut timber with new trees and better growing and harvesting methods, energy plans can do the same thing. There are some situations where there is no possible means of a reversal, but there are paradigm shifts that can avert disaster and create growth.

Every plan has its subtle differences, but the common thread is the intentional strategic investment of time, energy and capital that captures the vision of perpetual growth and viable sustainability. There will always be consumable products, but the industries that produce consumables must exercise wisdom and understanding. They must employ green business practices and socially responsible thinking to assure the continuity of the natural resources that feed their industry.

It is my belief that these types of business strategies make green money a good investment. These good investment practices create sustainable financial markets. The industrial revolution may have turned us all into consumers, but we can become conscientious consumers. Why not, then, go ahead and make the effort to become producers, providers and investors in a green economy?

Why you do something to bring about positive change is more important than what you do. The ‘Why’ motivates you to see a project through to completion. The ‘Why’ causes you to do a better job. The ‘Why’ turns a technical project into a bright future for children who have no way of enjoying a healthy lifestyle unless you do what has to be done to ensure its success. My ‘Why’ is children deserve better.

I believe that every child deserves a healthy environment. They deserve a daily supply of fresh water and nutritious food. They deserve a mother and father who provide a safe and stable home environment and give them educational opportunities to become healthy, happy, responsible and productive citizens. They deserve a government – local, regional and national, that is dedicated to preserving these ideals. Unfortunately, children don’t always get what they deserve, but it doesn’t change the truth that children deserve better.

Every initiative is worthwhile that will raise the percentage of children who are getting what they deserve. Every child deserves better. It is up to you and me to promote these ideals and collaborate with those who are working to encourage a sustainable life for all children of all nations.

That is the ‘Why’ of zmotion and Sustainable Life for All Nations.