Europe ahead of US in green business practices

European businesses have been leading the way when it comes to green business innovation. That's drawing traditionally U.S. companies into the more profitable European green market.

In October, the Miami Herald reported on Office Depot's expanded European market share. The company, which has suffered losses domestically despite several years of green product development and promotion is experiencing large and profitable gains with European businesses and consumers who are more willing to seek out and pay for environmentally friendly products and services.

In Frankfurt, Germany subway station escalators are equipped with sensors so they run only when someone approaches or is on-board.

By the mid-90's, all new construction through-out Europe had to adhere to mandated levels of energy savings. And many European architects make sustainability a central theme in their work.

So why is the U.S. lagging behind?

Some analysts theorize that the high level of E.U. involvement in environmental issues has pushed green consciousness to a higher level. Others believe the profit-driven corporate power structure behind lobbying efforts in the U.S. has quashed green development as unprofitable and therefore undesirable. Others cite the material abundance which has typically characterized American life in contrast to the relative lack that existed in some parts of Europe only a few decades ago as an explanation for a more sustainable lifestyle.

Whatever the reason, U.S. businesses need to work harder to convince consumers to buy green and live green, especially when cheaper non-green choices abound.

What has your experience been as a business owner, employee or manager? Are American less enamoured with green products than our European cousins? How can we break that trend? I would love to hear your ideas and experiences!

Really green buildings are far too rare

What is a green building? Here's a quote from Time's Chevy sponsored blog post that sums it up perfectly:

If it meets standards for water savings, energy efficiency, materials selection and indoor environmental quality, it can be certified by a nonprofit called the U.S. Green Building Council. The council created its LEED (which stands for leadership in energy and environmental design) certification in 2000 in response to the demand for standardization in the blooming area of green architecture, says Linda Sorrento, director of education and research partnerships. The platinum LEED rating is given to buildings that can minimize their energy dependence by incorporating green principles from the ground up--say, by picking a location near mass transit and using recycled material in construction. Only 41 office buildings in the U.S. are LEED certified at the platinum level, so chances are you don't work in one. You'll know if you do because your employer will have shared the news discreetly on billboards and in full-page newspaper ads.

So why are there so few truly green buildings?

1)It's nearly impossible to retrofit existing buildings to meet the standards, especially since some of the requirements have to do with location relative to transportation.
2)The information is just not out there to encourage businesses to seek this certification
3)Sky high real estate costs in prime "green" areas mean less companies can afford to build there
4)There is no real financial incentive to build completely green, although that is changing

Even if you can't qualify for Platinum Green status, you can still make your company greener with the right building materials and energy technologies. Watch this blog for specific ideas to move your building towards a greener future.