Magazine article Management Today

MT Masterclass: Outgreening

Magazine article Management Today

MT Masterclass: Outgreening

Article excerpt

What is it? 'Something's gotta change', as the Stranglers used to sing. Temperatures are soaring, sea-levels are rising and deserts are expanding. We have to shatter the greenhouse that surrounds the planet That means chucking less carbon dioxide out into the atmosphere. Regulation and taxation are on their way to make us do this. But there's a competitive advantage to be grabbed too. 'Outgreening' the competition means going deeper and more seriously into the business of being green: re-engineering the business through a green filter. 'Green is green,' says Jeff Immelt, CEO of General Electric. That is, there is money to be made here.

Where did it come from? The term was invented by Dov Seidman, who runs LRN, a firm that helps businesses develop ethical corporate cultures. Seidman wrote one of the more interesting business books of recent years, How. His view is that corporate and individual behaviour is the key to everything. LRN has hooked up with environmental consultancy GreenOrder, run by Andrew Shapiro. …

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