Green Industry ECOnomics - LandcareNetwork.org

Chapter 7:
Slow and Steady Does It
Recycling and other easy-to-implement operational practices will get your
company off to a fast and successful start in its efforts to become more sustainable.
However, don’t be too ambitious and attempt to do too much too
fast. Build on one small success after another to keep enthusiasm high
within your company.
Heed this word of caution with regards to attempting to become too sustainable
too fast. Do your homework and tread carefully. For example, while a
hybrid vehicle is certainly a more environmentally friendly transportation
choice, the ROI period from an economic standpoint isn’t nearly as attractive
now that gasoline has fallen from its July 2008 price of $4.25 a gallon to $1.95
a gallon, the price at the pump in many neighborhoods as of this writing.
Does that make using hybrids or vehicles that use biodiesel in your service
fleets a foolish investment You’re doing the right thing by conserving, and
fuel prices will rise again, perhaps dramatically, as demand increases, given
the finite supply of oil on our planet. You’re also putting your money where
your mouth is in a way that is visible to your clients and to the public, creating
some good PR for yourself.
A similar point can be made for the installation of rain barrels or rainwater
harvesting systems on your clients’ properties. When the rains return, rain
barrels may not sell as well or look like wise investments, but in some markets
and with some clients, they make economic and environmental sense.
The fact is, none of us is going to get more water for irrigation, and many of
us are going to get less and less. (Note: In some regions of the country, such
as Colorado, rainwater harvesting is not allowed.)
Don’t let your enthusiasm for far-reaching goals for going green or building
sustainability into your business blind you to the challenges and costs of
implementing those goals. Assess the risks as you calculate the expected ROI
arising from the steps you take to make your services greener. Be proud of
your role in the larger green movement; you’re already way ahead of most
other industries with regards to the environmental and lifestyle benefits you
provide to urban environments.
22 Green Industry ECOnomics