Today, many of the newspapers and ads paid for by the government talk about the need for businesses to become green. Advertising also encourages consumers to go green. You will see bumper stickers on the cars that urge people to “live locally, think globally.” Expressions such as “climate change” and “global warming” have become a part of the daily language. Because of this, people are starting to look at their lives, cars, school and food with a new sense of care for the planet they live on.

If you run a business, you’ve probably experienced shifts in prices of natural resources such as gas for cars. You do understand that relying on something that you don’t control and may change in price at any day or time is not a good strategy. Such a strategy can put your business at significant risk, which is exactly what happened to the airline industry when oil prices started to rise in 2003 and skyrocketed by 2008.

Most of the shareholders, business owners, regulators, and customers are becoming more and more sophisticated when it comes to getting green. There have also never been so many opportunities to go green before as there are today.

While many people and businesses intuitively understand what going green means, they can’t define it. If that’s you, the time has come to get clarity about being friendly to the earth and running a profitable business at the same time.

Sustainability and green economy means meeting the current needs in such a way that it doesn’t hurt the abilities of future generations to meet their needs. The rewards of such an approach can be significant for both businesses and individuals, but adapting to the approach does require thinking in new ways and implementing new and innovative methods of manufacturing, customer service and looking at success.