Green Industry ECOnomics - LandcareNetwork.org

Conclusion
Sustainability is not just a fad; it is a trend that has its roots in the environmentally
conscientious generation of the 1960s that has come of age, combined
with the fact that the planet’s supply of oil and other resources is being
strained to its limits. Thanks to the speed and breadth of communication,
people around the world are more aware than ever before of issues regarding
pollution, rapidly diminishing biodiversity, and the reduction of the quality
of life that accompaniers these changes.
There are many examples of the economic reality of the strength of the
“green” movement in the United States and abroad. One of the most obvious
and opportunity-filled ones is the emergence of the LEED system. In addition,
the emergence of the Sustainable Sites Initiative promises to expand the
opportunities for the landscape industry both within and outside of LEED.
Most of our technologies are based on energy resources that are limited and
non-renewable. While advances are being made, energy production without
any harmful effects to the environment or by-products does not presently
exist. That does not mean, however, that we should be satisfied with the
status-quo. We should strive to minimize the use of resources and the production
of pollutants in the near term while future technologies and energy
sources are developed that produce usable by-products rather than waste.
In the early stages of “greening” the industry, there will be opportunities for
companies to take leadership roles and distinguish themselves as being more
sustainable than the competition. By riding the green wave that is trickling
through the American public and educating employees and clients, these
companies will differentiate themselves from the crowd.
As companies head down this path, it would behoove them to view themselves
through the threefold lens of People, Planet, and Profits. Excluding
any one of these three focal points can lead to unbalanced development and
more missteps on the road to more sustainable practices.
Companies must examine their practices and look to reduce and eventually
eliminate waste. The idea of waste reduction has its roots in LEAN practices
(see Crystal Ball #27: Time Is the Currency of the Future) championed by
companies like Toyota. It’s interesting to note that Toyota brought us the first
hybrid car as well.
The examination of sustainable practices passes through every level of a
company: internally in the office, throughout the delivery of services, in the
Conclusion 99