Green is Dead

So on LinkedIn, Thomas Friedman of The New York Times is asking with the economic downturn, is this the end of "green" or is "green" the answer to the crisis. Let me answer this question.

See, the key thing to understand about "green" is that it is just a title. Green can be worthwhile or it can waste money.

So, what does this mean? Frankly, a company will do something green if it is worthwhile economically. That could be changing computer systems to be more efficient and save money on energy, to design packaging differently to save money, or to adopt a green process in order to promote it and attract a certain consumer base. Either way, they do it to create profit, by reducing costs or increasing revenues. Being green is not the determining factor!

In answer to Friedman's question, green as a movement will probably continue. But, it won't save the economy. In reality, forcing companies to go "green" will continue the economic slide. Companies will do what is in their best interest and try to survive. Without government intervention to force them to adopt green initiatives, most companies will be best served by trying to maximize shareholder value, just as they always have. Some will go green and some will not because they have more green coming in!