Too early, too late or just right?

September 24, 2009 at 3:45 pm 1 comment

Post contributed by Aaron Fairchild:Question_Mark

The same day that I received an email from a friend saying that he thought G2B Ventures just might be too early in the space and ahead of the market, I read an article in the Harvard Business Review about how, “smart companies now treat sustainability as innovation’s new frontier.” There were a few articles in the September 2009 issue relating to green and sustainability. The lead article says that companies won’t grow unless they throw themselves entirely at green initiatives. I am in the thick of establishing the Efficient Real Estate Investment Fund, so naturally I tend to side with HBR over my thoughtful friend. Frankly, it is just amazing to observe how far we have come in the green and sustainability business world. We couldn’t have done what we are attempting to do in green real estate 5 years ago, but today it just makes sense.

When Harvard is saying the business world MUST go green to grow, you’ve got to think G2B is in the right space and at the right time, not just because we are doing good for the environment and society, but because we can make money at the same time.

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Entry filed under: Alternative Investments, G2B Ventures, Green Capitalism, Profitability of Green Buildings, Sustainability & Carbon Footprint.

It’s All About the Bag Back to the Bay Area

1 Comment Add your own

  • 1. Monica Clark  |  September 30, 2009 at 1:06 pm

    Green + sustainability= economic growth that you can feel good about~! I think the ‘tension’ between environmentally sound principles and the ‘bottom line’ is an illusion; it’s not real nor is it rooted in logic. That argument is hopefully irrelevent. Look at the organic food market for proof. 20 years ago, we were pushing for organics for all of the right reasons and now, anything organic is a mainstay with entire store chains devoted to organic or locally grown products. There’s nothing wrong AT ALL with making money but there is something inherently wrong with making money that leaves populations or the environment exploited, marginalized, and devastated. I’ll choose the maverick and innovative idea that resonates with simplicity and at the same time is exquisitely genius. My opinion; businesses need to get cracking. We’re behind schedule.


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