When I hear “global warming” – Some are shouting, “Humanity is sitting on a time bomb!” While others blast back, “We’re a long way from a global-warming oblivion!” Undeniably, consumers are increasingly concerned about global warming.
      A 2008 study by the Pew Research Center reported, “More than three-quarters of Americans believe there's solid evidence that the earth is warming.” That’s up seven percentage points from June 2006. And, some 47 percent believe burning fossil fuels is to blame, up from 41 percent.
     But is global warming really the core issue? Or is it sustainability? Sustainability is widely accepted to mean “development which meets the needs of the present without compromising the ability of future generations to meet their own needs.”
     In 2002 the Coca-Cola Company recognized sustainability as essential to planning their future. Their plan focuses upon developing sustainability in four key areas: workplace, marketplace, environment and community. (thecocacolacompany.com)
     During 2008, Enterprise Rent-A-Car CEO Andy Taylor launched a massive carbon offset program. Also included is a pledge to plant a million trees a year, purchase more cars that run on ethanol and other alternative fuels, and print its corporate magazine on recycled paper. Perhaps you’d assume this Enterprise program has its roots in PR, using global warming as its justification. Yes, Enterprise does own and operate the country’s largest car rental fleet.
     But in a recent Inc. magazine report Taylor explained their objective: “I don't want to give you the impression that we're just about doing really good things. We are not a not-for-profit. What we're doing, we're doing for the long-term sustainability of our business.”
Common sense tells us oil has a finite future. As a primary natural resource oil provides energy to all sectors of our economy, transportation being the most obvious. But what we take away cannot be replaced without sustainability.
     Sustainability opens a dynamic new marketplace for imaginative entrepreneurs. It forces identification and development of new less finite solutions. They in turn generate new products and services. And that’s what’s happening now!
     Going Green means doing things to make our environment friendlier, a better, efficient and sustainable way to use our natural resources.
Inc. magazine’s 2008-second annual special report on the Eco-Advantage, “Go Green, Get Rich!” examines in depth how sustainable green business practices are transforming our everyday lives. (inc.com/green)
     Tom Mears is CEO of Burgerville, a chain of 39 quick-service restaurants based in Vancouver, Washington. Tom figured that he would never beat the big chains on price. So he put the focus on green quality. A risky move made for Burgerville's sustainability.
By placing emphasis on fresh, locally produced ingredients, customers responded to hometown pride and a nascent hunger for more healthful, less processed food.
     Ft. Lauderdale’s rapidly expanding Pizza Fusion integrates green into every aspect of their business. CEO Vaughn Lazar says, “We really wanted to create something that makes a difference. People need to be willing to pay a bit more but if were not making good pizza we’ll be out of business real quick.” (floridatrend.com)
     Patently the global warming scare has unwittingly created a new and significant market category dubbed “Going Green!” It’s no fad but firmly anchored in “sustainability.”
     So keep your marketing antennae raised high. Will you uncover the next new Go Green opportunity? Glimpse a new green business strategy? Catch the spark of a new green product idea?

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Jack G Hardy