Sustainability is the new business buzzword, and many companies are issuing "going green" memos company wide. What is this movement? The recent explosion of everything green has taken over all forms of media. This has to do with many people making the connection that environmentally friendly business truly is more profitable over the life of the business. Evidence is mounting to suggest that organizations that embrace sustainability do as well as, or better than, their competitors. For example, the Dow Jones Sustainability World Index has outperformed the market over the past five years.

Fortune magazine recently released its "100 Top Employers to work for". There are no surprises that the very 'best of the best' all embraced a triple bottom line: People, Planet, Profit. The new No. 1 Employer, Google, made a splash last year with plans to provide 30% of the energy in their corporate headquarters from an array of 9,200 solar panels. "We wanted to dispel the myth that you can't be both green and profitable," stated David Radcliffe, vice president of real estate at Google. This juggernaut of a company has many innovative qualities that other businesses could do well to observe.

So which companies are most likely to succeed? What sort of world do you want to live in? Smart companies are looking both to save on energy costs and increase sales margins by making greener choices. Businesses must think about offering products or services that appeal to consumers who are looking for green alternatives. Organizations who embrace sustainability today will be the great companies of the future. Green truly is green; dollars are trees. It's good business and it's good for businesses. Now is the time to consider going green, your customer and planet will thank you.

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