Healthy Business Strategies - Clean Production Action

G r e e n C H e m I S t r y
Green chemistry is the design of chemical products and
processes that reduce or eliminate the use and generation
of hazardous substances (Anastas & Warner 1998). As
designers of molecules, materials, products, processes
and systems, chemists play an important role in developing
the future healthy chemicals economy.
hazardous chemicals — a policy known as
the “precautionary principle.” These companies,
typified by the firms highlighted in this report,
see environmental advocates as sources of
insights, skills and knowledge. Often these
advocates are closest to the emerging chemicals
issues identified by academic and government
scientists. Where less enlightened
companies stridently defend the status quo,
these healthy businesses not only see an
opportunity to differentiate their products in
the market, but see opportunities to create
new value through healthy products. Table 4
shows the phases and strategies employed
by firms as they evolve from toxic chemistry
to green chemistry.
Everett Rogers’ theory of innovation provides
a useful lens to view the journey towards
green chemistry (Rogers 1995). Rogers divides
innovators and adopters into five categories:
innovators, lead adopters, early majority, late
majority and laggards. In the green chemistry
phase — Phase Iv — companies actively
research green chemicals and materials, use
those that meet the highest standards of
safety and support initiatives
to reform outdated government
laws. Firms in this phase
innovate and lead the adoption
of new technologies.
Phase III companies have
moved beyond compliance
and target high hazard chemicals.
They work cooperatively
with suppliers, environmental
advocates and other
businesses to advance their
green chemistry goals. These
firms constitute the early
majority. In Phase II, the late
majority firms are aware of
chemicals hazards, but rely
on a strategy built around
compliance. In the toxic chemistry
phase — Phase I — businesses deny that
hazards exist with the chemicals they use.
They actively undermine scientific efforts to
demonstrate the toxicity of their chemicals
and initiatives to restrict their use. These
Phase I companies represent the laggards
in the journey to green chemistry.
Firms on the path to green chemistry develop
corporate chemical policies that include the
precautionary principle (see inset box), establish
credible monitoring and assurance programs
and deepen relationships with suppliers.
These supply chain efforts lead to not only
healthier materials, but also better alignment
with their suppliers in areas such as quality
healthy business strategies for transforming the toxic chemical economy