• [waste trimming]: Much of the office’s waste is similar to most companies’ and includes paper coffee cups, printed paper, electronics waste, etc. However, our industry in general–and certainly our office in specific–generates some very special waste in preparing for client presentations. I can’t even begin to imagine how many 2′X3′ foam core storyboards and 11″X17″ spiral-bound decks end up in landfills.
• [energy downsizing]: Since we lease our space, we’re limited a bit in our energy choices, but with renewable energy credits, for example, we can make some difference.
• [travel]: Once more, the carbon-spewing results of our transportation habits are as much from client presentations as they are from daily commutes. We have an exciting amount of room to innovate in this area.
• [green money]: Any green initiative should prioritize to ethically maximize profit and integrate into a company’s overall strategy. In addition, money spent on 401K programs can be leveraged to support clean tech and other socially responsible ventures.
• [thought leadership]: The opportunity to impact our industry, and broader, is thrilling and invaluable.  Successful in-house transformation deserves to be lauded and can serve as a model outside of company walls.

I didn’t go into depth about the “tips”, but if you have any questions or additions, drop them in the comments section.  Or if you would like a larger copy of the graphic for your own purposes, email info AT returnongood DOT com.

The New York Times and Treehugger examine these issues and conclude that the announcement is still positive and noteworthy. The reasons cited are the paper bags Whole Foods uses happen to be made of recycled paper and the influence the grocer chain can yield to encourage mega-marts to reconsider the bag issue. Hopefully, it can also encourage more of us to remember to do the shopping version of BYOB.

Now I’ve done a quick summary of the recent buzz, I want to consider another green move Whole Foods has made which seems to have received less fanfare. Upon my recent visit, I noted the Bowery (NYC) location was also using hot foods and salad containers made from compostable materials.

I’m actually not familiar with “fibers of cattails” (not to be confused with “cat tails” since that might not be so animal-friendly) as an eco-friendly material. I am, however, impressed with the refridgerator- and microwave-safe properties of these to-go containers.

The boxes actually remind me of a similar product I was introduced to at the Columbia Social Enterprise Conference in October (2007). The product, VerTerra, is heat-resistant, disposable (but reusable), biodegradable dinnerware made from fallen, dried, organically-grown palm tree leaves. At the conference, I spoke to the founder, Michael Dwork, who at the time was only targeting the catering and event planning market due to the more favorable margins. I have since looked forward to VerTerra’s mass market debut, not only because the dinnerware is environmentally-friendly and healthy (free of bleach, plastic, wax, and chemicals), but because the company is committed to creating fair labor jobs and conditions for its craftspeople in south Asia. VerTerra is truly a triple bottom line company.

I’m not sure where Whole Foods has sourced its takeout containers, but I would be curious to know. I’d also like to know how the cattails’ fiber stacks up against other touted green materials. I’ll save the answers and accompanying research for another post…

After surprise, came curiosity. I had to check Gusto out. Unfortunately, satisfying my curiosity only led to unsatisfying disappointment.

I was definitely excited about a restaurant boasting 100 percent organic cuisine, environmentally friendly packaging, green certified cleaning products and processes, and a sustainable space using recycled barn-wood furniture and efficient LED lighting. My enthusiasm remained high as I walked through the door and encountered a waste container with separate compartments for food composting and paper/plastic/glass recycling. I became more elated as I perused the menu made with 100% recycled paper and soy ink. I also devoured the companion piece detailing the reasons to consume “organics” and listing the green virtues of the restaurant. Things were looking good.

It was downhill from there. It must have been an awkward time of day; no server clarified whether we should expect counter or table service and patrons appeared to be enjoying both within the same dining area. The owner chastised me for taking photos (which startled me since my friends take food porn shots all the time) and refused to engage in friendly conversation about the restaurant. And though my intentions did not include reviewing the food, I found the oregano-heavy Fugazzetta & Champignons pizza tasty and the Capresse empanada far less inspiring. While I was happy to see yerba mate on the menu and bottles in the takeout fridge, the Mate Latte should have been called “Mate and Latte” since the tea arrived separately from the foamed milk.

Granted, I was so ecstatic about the eco-eatery’s concept, I was completely willing to forgive and forget my negative impressions of the two most important parts of a restaurant experience: food and service. After all, I expect a new restaurant to have some kinks. What I didn’t expect was to find a $4.99 bottle of Windex sitting beneath the restroom’s trough sink. For a restaurant that claims its “cleaning products and processes are green certified and biorenewable,” it makes me question what other Windex-like dirt is being swept under a questionably organic rug.

My criticisms aside, I do appreciate Gusto’s efforts and look forward to emulators of the concept with more, well, gusto.

If you have some time on your hands (or a cold to kill), you can check out what people like Seventh Generation’s Jeffery Hollender and Hungary’s Prime Minister Ferenc Gyurcsány have to say.

Green may be the latest shade of Apple, but green isn’t gold for MBAs, a new study finds. Speaking of Apple, after my recent (and virginal) trip to San Francisco, I could definitely see how San Fran had been leading the way to sustainability, but it’s nice to know New York is getting credit too.

On a triple bottom lined note, academics have named a new approach to sustainable business called S²AVE (Shareholder and Social Added Value with Environmental Restoration, emphasizing the importance of incorporating a triple bottom line into a company’s strategy, rather than tangential activities. And for those concerned with their own personal triple bottom lines, there are more socially responsible investment (SRI) mutual funds and products than ever.

Drawing on cause marketing tactics, MSN launched a new portal WhatOnEarthIsGoingOn, tapping into MSN’s existing user base to create an online community where members can learn about and act upon social issues, and receive targeted information from “like-minded brands.” While some cause marketing effort is directed at helping consumers connect to brands, another social marketing site has been created to help consumers evaluate marketer’s eco-friendly claims.

Today’s batch of goodies is the aftertaste of Sustainable Practice Network’s “Green Consumerism as Paradigm Shift” discussion. I’ve included info on the panel’s topic and participants at the end of this article. In the meantime, here are some summaries to savor:

• “Buycotting” instead of “boycotting” to use your money to support what you want to see. [Marisa Guber]
• Advertising hasn’t taken responsibility for the problems resulting from the products the industry helps market. Since advertising and design have the power to exacerbate these problems, they also have the power to ameliorate them through the transmission of knowledge. [Jeff Cooper]
• Move from “citizen activist” to “consumer activist” because government doesn’t move as quickly as the market could. [Wendy Gordon]
• “Titanic Model,” a term coined by the Jamie Cloud of the Sustainability Institute, refers to the attitude that if we’re all going to go down, we might as well go down in style. [Marisa Guber] It’s a concept useful in considering why some individuals choose not to change their consumer behavior in response to climate change science.
• Green choice is becoming the smart choice. People will act because energy prices continue to increase. [Wendy Gordon]
• Consumerism is not in fundamental opposition to sustainability. Some products are simply necessary and are even using cradle-to-cradle design. [Jeff Cooper]
• Consumption varies by, and is reinforced by, culture. Americans use paper towels, whereas many other cultures use cloth towels. Can Americans return to using more sustainable cloth towels?

I hope you enjoyed the tasty tidbits I shared; feel free to share your thoughts in the comments section. If you ever want to attend events like these, be sure to check out what’s on return on good’s calendar.

Sustainability Practice Network

Green Consumerism as Paradigm Shift

Overview:

Lately, everything seems to be “going green” - from TV ads touting eco-friendly products to news articles on carbon offsets and magazines that glamorize low-impact living. It is said that 16% of U.S. adults belong to the $208 billion market segment known as LOHAS (Lifestyles of Health and Sustainability). But at the end of the day, are we becoming a truly conscious society, one that will eventually live in harmony with nature? Or are we simply finding a “guilt-free” way to continue our consumerist patterns. Robert Reich, author of Supercapitalism, claims that the problem partly lies in our own modern self-conception as consumers, rather than citizens. Evan and Freda Eisenberg, in their New York Magazine feature “Greener Postures,” describe some eco-chic products that are hilariously useless. Others argue that we’re witnessing a sustained and meaningful change: authors of The Cultural Creatives say there are 50 million people who seek “deep, integral change” in the cultures of industrialized nations. This panel will discuss the role of consumers as “green” - are they an oxymoron, or are they leaders on the path to sustainability? Not only will we list steps individuals can follow to reduce their environmental impact, we’ll also provide skeptics with business and personal reasons to do the same - so, bring along a skeptic!

Moderator: Michael Block

Panelists:

Jeff Cooper, Partner and Creative Director at Groundswell

Wendy Gordon, Founder of National Geographic’s Green Guide

Marisa Guber, Curator/Shop manager, ABC Home & Planet

With my first visit to San Francisco this past weekend, my former New Yorker friend from high school recommended we go to Cafe Gratitude–a place that was “so San Francisco.” With at least three-fourths of our table New Yorkers, it was understandable we would squeeze out a few giggles as we ordered California-grown raw and vegan cuisine, chiming menu item phrases we imagined Rhonda Byrnes might concoct.

Though we had fun mocking the menu and our tabletop game (one card asked us to imagine receiving a parking ticket and then being thankful for said ticket), I was truly impressed with the restaurant. I enjoyed my appetizer, entree and dessert; knowing the ingredients were primarily locally-sourced and entirely organic left an even better taste in my mouth. The wait staff seemed genuinely happy to be working there and were exceptionally knowledgeable. Finally, as if the food served wasn’t already enough to reduce the establishment’s carbon footprint, Cafe Gratitude takes green eating a step further with compostable to-go containers (right down to the cornstarch labels!) and with deliveries by bio-diesel trucks.

Unfortunately, I didn’t get any food porn while I was there. The beautiful shot here I snagged from the New York Times review, which is also a fun read on the restaurant. It was really quite the experience.

And actually, I do believe gratitude can be a powerful force and an important human expression, so I was fascinated by its dining incarnation. During our visit, we were also asked the question of the day, “What is good in your life?” Admittedly, I did do some reflection and was happy to (internally) report I had a big list.