Jeff Korhan: The meaning of green

Jeff Korhan

Green seems to mean something different to all of us. The reason is we all see the world differently based on our own personal values.

Growing up, I was taught not to waste anything. While that mindset of doing more with less is now fashionable, there are those of us that will always turn off the lights before leaving a room and resist being in a vehicle whose engine is idling unnecessarily.

In this respect, we do not define green as much as it defines us. Observe someone’s behavior regarding the environment and you can gain insights into their personal values. This then gives clues about their motivations in general.

This is why it is important for green industry businesses to demonstrate leadership with respect to the environment and natural resources. Those positive actions suggest your company will also apply the same values when caring for your customers.

Remember that your business is more visible than ever, and that the community often holds you to a higher standard. They also now have the power of the social networks to broadcast their opinions, which can include images and videos of your teams in action. This can actually work to your advantage if everyone in your company is aligned by a set of core values.

I believe the best approach for being green is to think of the natural environment as a giant ecosystem that not only incorporates every living creature, but all of us too. The most obvious inference is that we need to collectively find a balance that respects everyone’s needs.

Unfortunately, political and economic factors are making it nearly impossible to achieve that balance, especially on a global level. For example, did you know that approximately 97 percent of the world’s supply of rare earth metals necessary for the production of hybrid vehicles and wind energy are controlled by China? Imbalances such as these create significant challenges.

Green within the green industry brings to mind beautiful landscapes. In other industries it means doing more with less. Yet, on a global scale, it often points to the democratization of resources, including water, minerals and the technology for clean air and energy.

To say the least, green is a complicated topic. As resources become short in supply, we will hopefully find ways to share and work together to preserve a quality of life for as many human beings as possible.

As a small business owner, this means doing your part. Set a strong example in your community and you will be making your contribution to achieve a balance that is only attainable when all of us work together.

Jeff Korhan is a speaker, consultant and top-ranked blogger on new media and small business marketing. www.jeffkorhan.com; jkorhan@gie.net