With a complete picture of the value chain, the manufacturer would now be ready to ask some questions to improve the company environmentally and suggest sustainable alternatives.

For example:

1. Where do the materials come from? What are the suppliers' environmental policies?
2. What emissions are released during fabrication or manufacturing?
3. How much gas will the product use during the "use" phase? What is the cost and impact to the user?
4. What emissions will be released? Will the user be penalized?
5. What happens when the car is taken to the junk yard? Can anything be recycled?

The British oil giant BP committed to reducing carbon emissions and ended up saving $1.5 billion in process changes. By making a corporate commitment and encouraging employee innovation, BP reduced greenhouse gas emissions, involved employees and had a significant impact on emissions and their business.

Level 4: Riding the Green Wave

Level 4 includes true environmental stewardship. This requires companies to not only do no harm, but asks them to help restore any damage that has already been done. A Level 4 business would make investments in green products or technologies and bring them to market. Some examples are Toyota offering the Prius, or energy companies offering green energy sources such as wind or hydropower.

This level includes true innovation and is the new frontier of sustainability. Environmental products, technologies and businesses are predicted to drive trillions of dollars in investments in the coming years.

General Electric is pursuing green opportunities, embodied in its slogan "ecomagination," by doubling its investment in environmental products including everything from energy efficient light bulbs to more efficient jet engines. Many large brand name companies are leaders in the green movement, including Johnson & Johnson, DuPont, Sony, Unilever, Nike and Dow. These companies are making significant investments, not only in environmentally friendly products, but also in an environmentally responsible path that will lower their financial and operation risk while adding degrees of freedom to operations, profit and growth.

The majority of companies in the Level 4 category are typically those with the most to lose by not responding to environmental issues. These companies not only have a high brand exposure and a large number of shareholders, but hold a significant ecological footprint. Most are dependent on natural resources and subject to a high degree of regulations. Though they have a significant amount to gain from the advantages of environmental responsibility, they also have high risk and exposure if they fail to do anything at all.

Also, it may or may not be a coincidence that these green wave-rider companies have significantly outpaced marked growth for several consecutive years.

Summary

If sustainability is defined as "meeting the needs of the present without compromising the ability of future generations to meet their own needs," then it makes sense that a financially responsible company would also strive to achieve sustainability. How far your business needs to go on this journey will depend on your industry, regulation, investment level and brand recognition.

With an understanding of your current green level and a clear goal of where you want to be, you can begin building a business case for your green journey.

Brandi McManus is the global business development manager for energy services at TAC. Over the past nine years, she has worked at TAC to ensure efficient sales operations through strategic planning and proactive leadership with a focus on training and development of personnel. McManus is highly skilled in both domestic and international product development and improvements, as well as process creation and implementation.

_{Photo: CC licensed by sburke2478.}