“What do you say to people who think greening a business is rubbish?” queried Matt Lauer of the Today Show. In response, maverick entrepreneur Sir Richard Branson said, “First and foremost, I’ve written a book - Screw Business as Usual for the new wave of emerging entrepreneurs as well as for existing business people who are transforming their organizations, at the same time as trying to develop a business and to make a living, trying to do more to help people and to help the planet. It reflects a vibrant and very marked change from the way business always used to be done, when financial profit was the only driving force. Today, people aren’t afraid to say, Screw business as usual! – and show they mean it.”

On the other hand, there are those who appear stuck in the notion ‘greening is rubbish’. For, green architect and solar energy advocate Patrick Farley believes most businesses have fail to shift their focus onto ‘greening’. Chris Beytes, editor & publisher at Ball Publishing, has also observed a decline in Industry interest in ‘greening’ activities. And, as an eco advocate and Industry speaker/workshop instructor, through personal observation, I’d agree with Farley and Beytes.  

During 2010, topics related to ‘greening’ biz appear well-received; but in March of 2011, attendees of the All Cities conference held in DC when asked to identify their respective community ‘green leaders’ could not identify them. Then, during a workshop conference held fall of 2011, when ‘business greening’ was defined as ‘a frugal use of limited resources which provide for present-day lifestyles without sacrificing the future’ attendees walked out of the session. Next, in response to specific examples of ‘greening’ business success stories, additional attendees walked out of the session. So, I’ve witness the reaction of those who perceive ‘greening’ as rubbish.

Nevertheless, what would I respond to Matt Lauer’s question?  I’d as the elementary teachers say - ‘put on your listening ears’! Business greening is not rubbish but viable strategies proven to not simply help present-day businesses survive but thrive. So, the question is ‘What are you doing to ‘grow green (planet/profit)’ your market share?’

Through compiling research and examples of some of the best marketers and communicators in the business, I launched a book - Seven Steps to Grow Green (planet & profit) Market Share. In this book, successful Industry participants not only ask but answer the question ‘Are you and your product or service a steward for the land?’ providing an understanding of the 6 Ps – product, publicity, promotion, people, planet, & profit – as each influence available market share. 

Initially, my ‘little green marketing book’ was intended to ‘jump start’ - enable a more easily understood ‘biz greening’ guideline; nevertheless, to inspire 2012 strategic planning, I’m offering an incentive discounted purchase price. Why? As maverick entrepreneur Sir Richard Branson says, USA business as a whole needs to “screw business as usual!”  So, my challenge to you is identify and share your scoop – who, what, when, where, why, how and benefits of ‘growing green (profit/planet)’ your Industry sector’s market share. Join me in an effort to enable sustainable business awareness, implement eco biz activities that ‘grow green’ market share - not simply the mechanics but those proven to create niche presence.

About the author - To acquire details of Wright’s activities, visit her web site www.TheWrightScoop.com or contact Sylvia@TheWrightScoop.com or follow tweets at ID Wright Scoop or postings at facebook The Wright Scoop. As recipient of the Turning America from Eco-weak to Eco-chic Award,  Sylvia Hoehns Wright challenges all to ‘change America’s landscape’, move their life-styles from eco-weak to eco-chic – ‘green’ life’s garden, one scoop at a time!