| During the past year, news outlets have been | | | | one which is not sustainably producing |
| littered (forgive the pun) with stories highlighting | | | | environmentally friendly products (and may be |
| Fortune 1000 companies investing in new green | | | | engaging in greenwashing), or simply a |
| initiatives. Throughout 2008, numerous surveys | | | | conventional business that has yet to adopt more |
| released by Harris Interactive, Intellitrends, | | | | sustainable operating practices. A continuously |
| Bentley, and Mintel indicate an increasing consumer | | | | updated Green language dictionary may be found |
| awareness in going green. Similarly, a growing | | | | on the GreenProfit Community Portal. |
| consumer segment now assesses a company's | | | | Too often, media attention gravitates towards |
| environmental policies before making the decision | | | | either large Grey companies announcing enormous |
| to purchase a good or service. This trend has not | | | | green investments, or on new environmentally |
| gone unnoticed by professional marketers. "Grey" | | | | focused startups. Left out of the spotlight (and |
| companies, those publicly displaying a cursory | | | | the green movement) are existing small and |
| interest in environmental sustainability, are surely | | | | medium sized companies, representing 90% of |
| receiving briefs involving these surveys. In | | | | the nation's enterprises. Currently, most are |
| response, many are scrambling to repaint their | | | | simply weathering the economic slowdown, and |
| products and corporate images to match the | | | | few, if any, possess the assets to duplicate the |
| expectations of a Green business. | | | | initiatives of certain Fortune 1000 examples. |
| World-renowned names including CitiBank, Bank of | | | | However, if expert claims and public surveys are |
| America, Wal-Mart, and Clorox each have allotted | | | | correct in predicting the continued growth of |
| billions of dollars into various ecocentric | | | | environmental sustainability from a growing trend |
| technologies and strategies. Industry experts see | | | | to a human necessity, companies not adopting |
| this transition of capital funds not as a simple fad, | | | | sustainable practices may suffer. |
| rather, a long-term trend in the way business will | | | | Fortunately, modifying a company's environmental |
| be conducted beginning now and stretching far | | | | policies and practices does not necessarily require |
| into the future. | | | | any large investments. Likewise, once a company |
| Companies engaged in a restructuring of their | | | | has adopted a series of guidelines, their marketing |
| sustainability policies are reaping the benefits by | | | | efforts can be modified accordingly to take |
| virtue of an increasing sales volume, a decreasing | | | | advantage of these changes. Businesses seeking |
| employee turnover rate, and, of course, | | | | advice and assistance may smooth the process |
| diminishing energy costs. | | | | by taking advantage of packaged programs |
| So what exactly is a Grey business? In the past, | | | | available through firms specializing in shifting |
| the terminology "grey to green" referenced | | | | towards greener operations. |
| initiatives for river cleanup efforts stemming the | | | | With both national and international attention now |
| negative effects of storm water runoff. As with | | | | firmly set on efforts to mitigate and reduce |
| many words and phrases over time, the modern | | | | climate change, increase sustainability in all regions, |
| meaning is shifting; it now relates best with | | | | and create energy independence, going from |
| environmental sustainability. In the growing "green" | | | | Grey to Green is a strategy every business |
| diction, a Grey company may either represent | | | | should consider. |