The Truth About Green Business

  • Publish Date: 2009-06-08
  • Binding: Paperback
  • Author: Gil Friend
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  • $18.03
  • Regular price $54.33

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Everything you need to know to green your business and grow your profit.

The truth about what climate change means for your business

The truth about running lean and green

The truth about future proofing your business

Simply the best thinking


This book reveals 52 PROVEN GREEN STRATEGIES and bite-size, easy-to-use techniques that get results.

This little book is inspiring in its range and practicalitynot just for CEOs, but for every member of the enterprisean exceptionally useful guide for going green at any scale of enterprise.

CHIP CONLEY, CEO, Joie de Vivre Hospitality

In a world where green business advice is rampant, this is the one resource you need: a field guide that combines insight and inspiration with a solid, actionable path forward.

JOEL MAKOWER, Executive Editor,

Introduction ix

Part I: The Truth About Green Business

TRUTH 1: What is a green business? 1

TRUTH 2: Why green your business? 5

TRUTH 3: How to approach greening your business 9

TRUTH 4: Why now? 13

TRUTH 5: Climate change and your business 17

Part II: The Truth About Green Strategy

TRUTH 6: Profit and purpose 23

TRUTH 7: How green is good enough? 27

TRUTH 8: Green regulations 31

Part III: The Truth About Green Operations

TRUTH 9: Secrets hiding in plain sight 35

TRUTH 10: Eco-efficiency: Good for business and the environment 39

TRUTH 11: Waste? Not! Eliminating non-product 43

TRUTH 12: EcoAudits can guide your course 47

TRUTH 13: Running lean and green 53

TRUTH 14: Carbon footprinting 57

TRUTH 15: Reducing your carbon footprint 63

Part IV: The Truth About Green Marketing

TRUTH 16: Green branding and messaging 67

TRUTH 17: Creating strong EcoLabels 71

TRUTH 18: Green marketing claims 77

TRUTH 19: Reaching conscious consumers 81

Part V: The Truth About Green Products and Services

TRUTH 20: What makes a product green? 85

TRUTH 21: Product take-back 89

TRUTH 22: Product to service 93

TRUTH 23: What makes a service green? 97

Part VI: The Truth About Green Design

TRUTH 24: Biomimicrylearning from life

TRUTH 25: Reducing your product footprints 105

TRUTH 26: Cradle to cradle 109

TRUTH 27: Design with nature 113

TRUTH 28: Innovation is at the heart of greening 117

Part VII: The Truth About Green Procurement

TRUTH 29: Environmentally preferable purchasing 121

TRUTH 30: Supply chain management and partnerships 125

TRUTH 31: Supplier scorecards 129

TRUTH 32: Clearing the rising bar 133

Part VIII: The Truth About Green Buildings

TRUTH 33: LEED standards for green buildings 137

TRUTH 34: The cost of green building 141

TRUTH 35: Green buildings improve productivity 145

TRUTH 36: Integrative design for green building 149

Part IX: The Truth About Green IT

TRUTH 37: Computers and electronics 153

TRUTH 38: Creating more effi cient data centers 157

TRUTH 39: How IT can drive greening 161

Part X: The Truth About Green Management

TRUTH 40: Engaging employees 165

TRUTH 41: Engaging stakeholders 169

TRUTH 42: Keeping score 173

TRUTH 43: Employee incentives 177

TRUTH 44: Environmental management systems 181

Part XI: The Truth About Green Finance

TRUTH 45: Profit, value, and risk 185

TRUTH 46: Reality-based accounting 189

TRUTH 47: Investing in green and attracting green investment 193

TRUTH 48: Carbon trading and offsets 197

TRUTH 49: Fiduciary duty 201

Part XII: The Truth About Green Futures

TRUTH 50: Certainty in the face of uncertainty 207

TRUTH 51: Scenario planning 211

TRUTH 52: Future proofing 215

APPENDIX A: References 219

Acknowledgments 228

About the Author 229

Note: Appendix B is available online at no charge at

APPENDIX B: Resources