The present state of the green trend is quickly approaching a point that is much like that of the computer revolution in the 1970's. Computers were a thing of curiosity when they began surfacing in schools at that time. The computer was a black box – something most of us didn't understand. Fat decks of cards were necessary to perform even the most basic functions. Most of us didn't see the need to invest hours into a task on a computer that could be completed more quickly in other ways. Even when "personal computers" were more mainstream, it was still easier to complete a proposal on a typewriter, as opposed to investing hours of frustration to do so on a PC. One reason was back then we didn't have such features as autosave. One bad keystroke and you just lost the whole page – forever! How many of us wanted to throw our PC out the window back then?!
Guess what? It wasn't long before everything reached a threshold that threw open the floodgates to a phenomenon that today will not be stopped. We have no idea where it lead us, and that is part of the excitement that feeds more applications at an insane pace. This is exactly what is is going to happen with the green trend. We are going to transcend apathy and misinformation. We're going to take this black box we call the environment and bring it to the forefront. It's interesting that technology – that previous trend – is exactly what will make all of this possible. I'm not just talking about the Internet, but also blogs, microblogs and social media. These platforms are giving all of us a voice. Is your voice being heard?
We are in a time where every problem is everybody else's problem. Let's face it, the financial crisis is worldwide. Currency devaluations and real estate crashes are being felt across the globe – just as the effects of critical environment issues will be. We just don't know when we'll reach that critical mass that will make it a true global issue. It may start with a shortage of clean water. We already know the aquifers in the United States are dropping at an alarming rate. And water shortages in other parts of the world are imminent too. The question is what should we be doing now? Lets hope we don't have to resort to solutions like NASA's effort to perfect purifying "human processed water" in order to get potable drinking water! I don't know about you, but this kind of talk is making the "futuristic" 1973 film Soylent Green, which starred Charleton Heston, not nearly as laughable as it used to be.
As a businessman, and one that works in the green industry, I know this is a time for me to get involved in dialogue with other leaders to accelerate a shift in thinking that will create the necessary transformation to bring resources to bear on an issue that is vital to everyone's prosperity, though possibly even more relevant to those of us in the green industry.
The train is leaving the station. If you think a sustainable environment is not critical to the success of your business, you are right – It probably isn't today. Not now, anyway. So, you can just, well.. "keep using that typewriter"…until we all figure out this green box. Things will change soon. When they do the customers you ignored because you weren't on top of this issue may have begun aligning themselves with competitors that are leading the discussion, instead of safely following the herd. Not that there is anything wrong with following the herd. It's just that you don't have much room to maneuver when it starts to run. In a tight economy this can be a problem. You may have missed the computer revolution, so why not make sure this opporunity doesn't pass you by. It just seems like good business working together with leaders that are taking action.
Sure, the green trend is tough to get our arms around. It's like a black box; there is so much we don't understand. Maybe, just maybe, you build a more economically sound business by helping find solutions for a sustainable environment. It's not likely you'll be the next Gates or Jobs, but at the very least, you'll be helping the people that depend on the success of your business. All it takes is a grass roots effort – right there in your own community.
