I just got done reading Joel Makower\u2019s book, Strategies for the Green Economy. I have to admit, I was very impressed with how many different perspectives Makower introduces to his readers. For instance, I was challenged to think not just about the negatives of big box stores, but also about their positives. Looking at the entire picture was enlightening. It turns out corporations that I had no idea had a green heart are making strides toward sustainability, zero waste production and eradicating toxic chemicals.<\/p>\n
Much of the book focused on messaging from a business perspective. How and when should companies tell their green story? How good is good enough when it comes to a green initiative? I found it thought provoking to consider Makower\u2019s points about companies who come out and say, \u201cHey, we\u2019ve done this green thing!\u201d and then getting called out by activists for every other thing that they haven\u2019t<\/em> done. A favorite quote from the book reads, \u201cConsumers, even activists, can accept imperfection in incremental solutions when they know that the company understands the issue at hand, is sufficiently concerned, and is taking adequate steps to change things, including influencing others\u2014suppliers, competitors, and legislators\u2014to join them in becoming part of the solution.\u201d I also found it interesting to learn more about how consumers view \u201cgreen\u201d products and the accompanying research which suggests a product\u2019s effectiveness must be proved, not just proclaimed.<\/p>\n It\u2019s more than just messaging and box stores though, Strategies for the Green Economy asks important questions that relate to everyday life such as, \u201cWhat are the opportunities in the green economy for those at the lower end of the economic ladder? Where are the jobs, the access to renewable energy, the affordable organic produce, the availability of wellness programs?\u201d In other words, how does the greening of business positively affect all people?<\/p>\n