Being good to the Planet is a new strategy of making money

In the past, the corporate world thought that environmental good behavior incurred the financial cost. Doing good and making money were an ongoing conflict. This kind of idea is changing. Now, the corporate world thinks that being good to the planet is in fashion.

Andrew L. Shapiro, chief executive of GreenOrder has analysed that there are three waves of interaction between business and the environment. The first is the conflict over pollution. The second is the environment and public image concern of the business. The third is seeking a long-term relationship between business and the environment.

H. Lee Scott, the chief executive of Wal-Mart, has set up goals of selling products that sustain resources and environment and being supplied by 100 percent renewable energy. General Motors puts the “green” idea in their advertisements. GE introduced the theme “ Living Green. Go Yellow” to its consumers. The theme centered on FlexFuel technology which enables cars to run on either gasoline or a mix of 15 percent gasoline and 85 ethanol, derived mostly from corn.

The corporate world articulates its business with the green idea. Although this is the strategy to impress its investors and create good public images, it also is an opportunity to raise people’s consciousness in facing environment issues. One day, it could form the power against these industrial goliaths.