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Martin Luther
The Meaning of Green
It seems, at least to me, that until a couple of years ago, if you heard the word green in relationship to an individual or organization images of Birkenstocks, hemp bracelets and tree hugging instantly jumped to mind.
No longer.
Everywhere we turn green fills our consciousness. The concept of green has infected the marketplace of America
and world. Today, when the term green arises, images of; sustainability, power conservation, management methodologies, economic development and, for some, wealth generation come to mind.
The Value of Green
Organizations most daunting and potentially rewarding task in the 21st century marketplace revolves around the conservation and active management of consumable commodities through the effective and innovative use of emerging technologies.
As a result, the green technology movement has built seemingly incredible momentum in a very short time as organizations the world over are supporting every green initiative possible to not only appear more "green" but more importantly to capture new market opportunities.
It seems that green, in the modern iteration, is now worth more than silver or gold.
Go Green Machine
It is my belief that over the next decade, organizational success or failure will not be solely determined by financial terms like ROI, profitability and shareholder return. Rather, green metrics, like sustainability and organizational carbon footprint, will also factor heavily in the successful analysis of the future success of any organization. Combined with the fact that one of the largest growth potential market sectors is the green IT space, companies are looking at whether now is the time to enact this whole green thing.
Planting the Seed for Growth
The Green Technology Alliance was initiated to help ease the transition of organizations to a true green infrastructure with the stated goal of decreasing commodity consumption of member organizations through best practices methodologies, while maintaining and growing their profitability.
The fact is that for the first time in history, economic drivers have shown us the value of going green. The continued development of economically viable green products, services and methodologies leads the business community to an opportunity to capitalize on the largest scale infrastructure terra forming attempted in history.
Challenges abound, risks are present, and wealth is waiting.
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