Welcome.  You can read a little more about me and the origins ofthis blog on the About page.  But since you are here, I will expand a little on my views on the Greening of Business. 

Eight years ago, 1999, my business school was trying to carve out an identity for itself.  The then Dean had the brilliant idea that we should become a leading E-business school.  I argued forcefully with him that it would be a short sighted decision.  My reasoning was that ecommerce and other internet related activities would soon become standard business practices.  Basing a long term strategy on a passing fad seemed like a bad idea.  Thankfully that Dean left and the school didn’t end up following the E-Business strategy.

You are probably asking what this has to do with green business.  Good question.  And the answer is everything.

Nine years from now green and sustainable business practices will be commonplace.  Sure, we won’t be living a completely carbon-neutral, ecologically sustainable lifestyle.  Businesses, however, will have internalized the marketplaces demand that they need to be good (or at least better) stewards of our planet.  And some of these companies will truly believe it and live it.  Others will be laggards and only greenwash their products and companies.

This revolution will not happen as easily as the Internet Revolution.  But it will happen.  And it will happen faster if there is an active debate on what it really means to be green and sustainable.  That means the need to call BS when we see greenwashing but also understanding where companies really are trying, supporting them in their baby steps while never letting them forget we expect them to run in the near future.

Enjoy the debate.