May 19 , 2008 The Enterprise

"Working to make the world a greener place "
by David Brems

The second in a series of ten articles discussing sustainable design.

Generally speaking, the typical American business model has not been very careful—there’s always been a kind of naïve romance and staunch pride in the risky, reckless way that we’ve plunged headlong into a wide variety of business ventures and social experiments: the creation of the railroad and the violent population of the West; the damming of rivers, deforestation of land, and extinction of irreplaceable species to create more hospitable environments for burgeoning communities; hazardous food supply that led to the creation of the Food & Drug Administration; the invention of long-lasting but toxic construction materials without the ability to properly dispose of and/or recycle them; child labor. While we believed we were doing the best we could at the time, we obviously no longer run our economy in those ways. So why the resistance about the trend toward sustainability in the business place?

The world is changing, and sustainability is not just a one-time, isolated event or expense. In his book “The Triple Bottom Line,” author Andrew Savitz notes that “the frontier does have an end; open space is not limitless; natural resources are finite; and technology does not offer a perpetual escape hatch from any problem or challenge we may create for ourselves.” So while the United States has led the charge in the industrialization-without-consequences economic model, we must now shift our focus to repair the damage that has been done and keep it from happening again.

To illustrate this changing nature of the American economy, and the necessity for businesses to adapt to these changes, it is important to notice even the smallest of paradigm shifts, especially at the local level. At the recent Urban Land Institute conference here in Salt Lake City, I was witness to a significant shift from business as usual. While moderating a panel discussion on the benefits of the LEED Certification process for buildings, Gerald Hines, president of Hines Properties, a multi-billion dollar international real estate firm, suddenly came into the room and asked if he could take a moment for a brief presentation and statement. Mr. Hines told the group that from this point forward, all Hines properties would be LEED Certified because of the distinct benefits it offered his business:

1. Our buildings will reduce air pollution and save us money by being energy and water efficient
   
2. Our buildings will be more respectful of people with high quality indoor air and views
   
3. When the market cycles, our LEED buildings will be easier to lease because they are more environmentally responsible

He folded up his laptop and left the room. After Mr. Hines’ triple-bottom-line remark, our discussion revolved around how green buildings contribute to a better world.

So to truly have long-term success in today’s challenging marketplace, you must make your sustainability efforts present at every level:

• Economic—You can turn a profit for your company, and a greater one in the long run, without destroying the environment or endangering future generations
  
• Social—People are your most important asset; work to create financial gain for your employees and shareholders without harming the environment
  
• Environmental—By protecting the environment, you create a healthier world for your business and your employees

There is no downside to building green. Make the triple-bottom-line work for you and your business.