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Strategies for the Green Economy: Opportunities and Challenges in the New World of Business Hardcover – October 1, 2008

by Joel Makower (Author), Cara Pike (Afterword)
4.6 4.6 out of 5 stars 13 ratings
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Businesses are entering the green marketplace at breakneck speed to keep pace with customer and societal demands to reduce their environmental impacts. But greening one's business is no small feat. While clear opportunities abound in this new economy, business leaders pursuing a green strategy are finding few roadmaps and established rules and plenty of hidden twists and turns.

So, how does a company succeed in a world gone green?

In Strategies for the New Green Economy, Joel Makower, one of the world's foremost green business experts, provides a clear roadmap for this challenging terrain. Makower offers insights and inspiration gleaned from his 20 years' experience helping Fortune 500 companies and start-ups alike formulate strategies that align environmental and business goals. Providing a comprehensive and realistic look at both the opportunities and challenges, Strategies for the New Green Economy shows how leadership companies are finding their way in the green economy, while their competitors struggle.

Strategies for the Green Economy systematically tackles the central issues of greening your business:

  • What does it take to be seen as an environmental leader?
  • What are the standards, implicit or explicit, that you must meet to be green?
  • How do you communicate what your business is doing right--and what it's doing wrong?
  • How can you overcome consumer, media, and activist distrust?
  • How can your company be heard amid the “green noise” in the marketplace?
  • What are the new opportunities emerging for companies in the green economy?

    Including groundbreaking data about customers' attitudes and behaviors regarding green products and services, Strategies for the Green Economy will lead you through the thicket of finicky customers, confusing research reports, and public cynicism regarding green marketing claims--and place you on solid footing in the growing green economy.

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  1. Print length
    312 pages
  2. Language
    English
  3. Publisher
    McGraw-Hill
  4. Publication date
    October 1, 2008
  5. Dimensions
    6.3 x 0.79 x 9.1 inches
  6. ISBN-10
    0071600302
  7. ISBN-13
    978-0071600309
  8. See all details
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4.6 out of 5 stars
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Top reviews from the United States

  • Michael Brochstein
    5.0 out of 5 stars Still relevant six years after publication.
    Reviewed in the United States on October 12, 2014
    Verified Purchase
    Still relevant six years after publication although an updated version would make it better for today (2014). Good read.
    One person found this helpful
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  • Jana
    4.0 out of 5 stars enlightening
    Reviewed in the United States on June 8, 2014
    Verified Purchase
    A good overview for businesses which want to change strategy. Good material for managers to bring their staff up to date.
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  • Shel Horowitz
    5.0 out of 5 stars Timeless Advice about the Greater Meaning of Business
    Reviewed in the United States on October 31, 2016
    Is it really worth reading a book this old on a fast-changing subject like green business success strategy? In this case, the answer is yes. Most of what has changed only strengthens Makower’s arguments. I identified two major areas where the world is quite different now—but far more where his points are still spot-on. Note: I asked Joel if he agreed with my analysis, and his response follows my review.

    What Has Changed

    Perhaps the biggest change is that he found some of the greenest companies reluctant to talk about their green accomplishments, with many of them worrying so much about being accused of greenwashing (or about being tarred with the brush of bad quality that plagued some early green products) that they were unwilling to claim credit (and gain the resultant marketing advantages). These days, almost every major company is trumpeting its green achievements in its marketing, and often on its packaging too.

    The second-biggest shift is in the economics of energy. Even with plummeting fossil fuel prices, clean renewable energy is increasingly cost-competitive with fossil fuels. Some new wind and solar projects are coming in at 4 cents a kilowatt—unheard of when Makower was researching his book. At that time, enterprise-scale or urban-scale green energy was still largely considered unproven in the corporate world

    What’s Still (or Even More) Valid (partial list that could be much longer)

    * A shift away from pollution control to avoiding pollution in the first place (pp. 9-12)
    * The increasing adoption of biomimicry—one of the most exciting design philosophies to come down the road in decades (I’ll be reviewing an entire book on biomimicry a few months from now)
    * Certification labels and definitions of green standards are still a jumbled confused mess, people think they know more about the environment than they do, and “green hopes far outweigh green habits” (p. 37)—all of which hold back progress
    * The idea that small behavioral (and consciousness) changes can reap big dividends (p. 63)
    * The perception that municipal solid waste (household garbage) is our biggest waste problem, even though industrial trash accounts for a far larger portion (p. 112)
    * Similarly, many of the largest energy wasters (counting a product’s entire lifecycle) are surprising or hidden: for example, chilling sodas, heating water for laundry (pp. 117-119); changing the shape of its noodle enabled Hamburger Helper to save 900,000 pounds of paperboard per year (p. 141)
    * We have to market differently to different market sectors (something I stress in my own writing and speaking); for instance, many green products are sold successfully to people who don’t particularly care about the environment but care a lot about health or product longevity/quality
    * Just the act of a major retailer requesting a self-audit from its suppliers can create change (p. 147)
    * Companies can often work together far more effectively than separately to green their operations—pooling everything from leather tanning for athletic shoes (p. 197) to information
    * Enormous progress continues to be made on some fronts, such as the astounding 75 percent drop in energy use per dollar of gross domestic product between 1950 and 2008—but with the growth of the economy during that period, carbon and pollution dropped almost imperceptibly (p 208)

    Makower also has some timeless advice about the greater meaning of business: maintain your passion and activism, refuse to betray your values for economic gain. In other words, don’t lose your soul in the name of sales. He also has lots of cool tools to either demonstrate our progress or help make a case for better business practices, such as the CRED formula (pp. 180-188) and 10 reasons why green business is here to stay (pp. 236-239).

    Even employees pretty far down the food chain can have enormous impact; it was apparel buyer Carol Rose who got then-Walmart CEO Lee Scott interested in selling enviro-friendly products when she bought and rapidly sold 190,000 organic cotton yoga outfits (p. 139). While activists will still find fault with its labor practices, supply policies, and store siting, the company has gone on to be a leader in many green business fronts, selling more organic food than Whole Foods and getting many of its suppliers to redo their product packaging along sustainable lines.

    Joel Makower Responds:
    “I will push back a little on your contention that companies are now talking vociferously (my word, not yours) about their green achievements. I can assure you that this is still very much an arena where the overwhelming majority of companies are walking way more than they’re talking. It’s a sore spot among nearly all the Chief Sustainability Officers I know at big companies. They can’t get their Comms departments to let them talk about what they’re doing. So, it really hasn’t changed all that much.”
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  • FR
    5.0 out of 5 stars The Guide to Unlock Your Green Success
    Reviewed in the United States on February 18, 2011
    Offering most valuable insights how to ride the green wave and still make a profit, this book is one of the better guides on how to become green while still being competitive. During the last few years it emerged that going green (apparently) is the right thing to do. There are a few brilliant books that describe WHY it is the right thing to do. Some books even write about HOW to go green (which I think is a lot harder then answering the why question). Strategies for the Green Economy does both and provides the reader with advice how to enter the green market right and simultaneously keep in mind customer demands to reduce environmental impacts.

    During the last few years green business practices were hyped. As this entire business area is still relatively new, some authors jumped to conclusions without undertaking profound research first. Reading this book you will notice that Makower's doesn't make this mistake. Quite the opposite is the case. The experience he has in his field really makes the difference. The way Makower critically analyzes the complexities of greening a business makes this book worth reading for everyone who doesn't trust all the other books out there, promising everything under the sun. Apart from the fact that this book comes with a number of case studies and examples, it is authentic. Someone, who is really keen to turn his own organization green and doesn't believe in green-washing, should have this book on his shelf.

    - Frank Roettgers, author of Going Green Together - How to Align Employees with Green Strategies
    One person found this helpful
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  • Katherine
    5.0 out of 5 stars All substance, no filler.
    Reviewed in the United States on March 24, 2009
    Too often, I get the feeling that authors of books like these come up with a few ideas, write them on the back of an envelope, then figure out how to stretch their "3 principles to..." or "change the world by..." concept into a 240 page book. Joel Makower's book is the grand exception. It is brimming with substance, possibly weighing in at under 300 pages -of 100% post consumer recycled paper- merely to conserve.

    I work as the sustainability coordinator for a clothing retail store (shopbop.com), and his book is fantastic. It's taken a very long time to read, because every page seems to be followed by 5-20 minutes of pondering and scribbling ideas down.

    Makower got his start in the green boom of 89-90, and much of the book references this period for perspective on where we are today, and what we can expect in the future. In a world where 18 months experience makes you a Green Jobs Veteran, Joel Makower is the old sage on the mountain top.
    8 people found this helpful
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