Sg2009wc:green

From She's Geeky Wiki

Issue / Topic: Green is the New Black

Session: 6-A Bay Area Jan 2009

Convener: Alison R.G. van Diggelen – Site www.freshdialogues.com

Notes-taker: Dee McCrorey - Blog www.TheCorporateEntrepreneur.com

Additional Resources

• Feb conference – CompostModern 09 (SFO – Herbst Theatre)
• Greenbiz.com
• Green Building Exchange (SFO)
• The 11th Hour (Film)
• SVTC (Silicon Valley Toxics Coalition)
• Moka5.com
• GreenStarSolution.com

Why Going Green is Good for your Business

• Your business can go green, save a buck and get good PR for it
• Going Green is BIG—Green is everywhere
• 850M entries in Google for the word “Green” compared to 22M entries for “Geek”
• San Francisco Mayor, Gavin Neussom, is looking to “Greenpreneurs” to jumpstart and turn around the local economy
• The Green Multiplier Effect – key differentiator
  • Triple bottom line (contributor: Mary Vincent)

1. People
2. Impact
3. Profit

Brief Timeline of “Green Triggers”

• 70’s oil crisis
• Launch of Green mainstream political parties
• NGO
• Brundtland Report
• Sustainability

Key Supporters

• Al Gore, Barack Obama, Tom Friedman
• John Doerr, Silicon Valley venture capitalist and strong supporter of Green start-ups

Going Green: Why?

• Product differentiator
• Customers demand Green
  • Early studies indicate that customers will pay a premium for Green products / services (Palo Alto survey indicated ~15%)
• Team building – Attracts talent with same values
• Doing the right thing
• Strategy One Survey
• Government / business contracts now require Green credentials

Cost Savings

• Thermostat settings – reduce by 5-10 degrees = savings up to 20% on heating bill
• Green buildings use 30% less energy than conventional buildings

Public Relations

• Credibility, trust, and prestige with stakeholders
  • Adobe was the first to receive the LEEDS Platinum certification for Green building standards)
• Mutual social responsibility branding
  • Messaging
  • Deliver to media
  • Deliver to industry
  • Green awards / recognition
• Greenwashing – deceitfully marketing as Green when not
  • Opportunity for emerging business / start-ups that specialize in industry-specific audits or “Green Governance” (contributor: Dee McCrorey)
  • LEEDS
  • Sierra Club

Best Business Practices

• Reduce energy use
• Travel – leverage use of telecommuting, remote workforce
  • Green multiplier effect – builds trust with employees, energy savings, walk-the talk)
• Use laptops instead of desktops (90% reduction in energy)
• Install software sensors for automated lighting

Case Study #1: Google

• “Don’t be evil” mantra
• Green is essential to their business
• Initiatives
  • Energy
  • Travel
  • Google.org
  • Building design
• PR
  • Mission: power of information and helping people live better lives

Case Study #2: Adobe

• Aim was to save money
• First LEEDS Platinum certification recipient

Case Study #3: Rubicon Project

• Saved money as a start-up and has built a culture of Green with its workforce from the get-go
• Introduced Green Week Initiatives
  • Mon – Light bulbs
  • Tue – Paper products
  • Wed – Recycling cans come to the workforce
  • Thur – Transport
  • Fri – Cleaning products
• Serial entrepreneur & CEO, Frank Addante’s FounderBlog

Case Study #4: Serious Materials

• Note: Kevin Surace (CEO) is hiring – use Alison’s name
• Eco-friendly dry wall
• Company has received a lot of great press coverage – leveraged awareness of climate

Case Study #5: London Hydrogen Partnership

• Hydrogen fuel cells
• Launched website for kids

Future – Is Green the New Black?

• Oil price fall
• 70’s déjà vu
• Economic crisis
• Metrics are still vague for measuring risks/benefits