Have We Reached a Green Business Tipping Point?

by Joel Makower
Where are we, exactly, in the trajectory of green business? Things seem to have changed decidedly in the past six to twelve months, as more and more companies do more and more things. But what should we make of it?

I've done close to 100 media interviews since New Year's, a wide assortment of publications, websites, broadcasts, and podcasts. And two questions keep popping up from reporters: Is there a green business bubble? And have we achieved a tipping point?

I've already largely addressed the bubble question. In short, the greening of business isn't a bubble simply because it's a bell that can't be unrung. Once companies wring out the resource waste, toxic ingredients, embedded energy, and carbon intensity of their products and services, there's no turning back. Even if energy prices were to take a sharp dive, the old inefficiencies won't return. (Indeed, cheap energy would exacerbate the problem, by increasing energy use and, hence, carbon emissions.)

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