Why is it important for businesses to be green innovators?
It is important if they want to stay in business. Let me explain that. We will go back to the 60's just for a second. During the 60's the entire topic of business in life was 'Proud to be made in America'. Then, in the 70's, it was the quality American product. In the 80's, industry in business really looked up to their brand. Disney became a brand, Nike became a brand, and Coca-Cola really branded themselves. In the 90's, technology was the platform that you have to stand on in business to survive. You have to integrate cell phones, fax, internet, and web pages. Now that that's done, there's a new platform that you have to stand on to. That's being green. What the consumer is looking for is, if they're going to buy goods and services, they want to buy something that they consciously know that is not going to have a minimal impact on the environment, and a minimal impact on their lives: the quality of their lives, the health of their lives. When business says, 'Well, we don't want to be green' or has green washed themselves to rush to be in this platform, at some point the consumer will look at it.
