I was working with a client, expanding out his business idea, when I realized that with a slight twist, it could be promoted as an environmentally friendly. He actually told me that he didn’t think that investors would be interested in a Green project – that they wouldn’t think it was profitable.
I was surprised that anyone still thought that way. Green is good – Green is beautiful – green in the project means green in the bank – and anyone who doesn’t realize this by now is completely naive.
57% of Americans are very concerned about the environment and billions are being spent every year finding answers. Venture capital investments in alternative energy, biofuels and clean technologies, jumped 44.4% in 2006 to $884 million.
Citibank has committed $50 billion to environmental projects in the next 10 years, IBM is spending $1 billion on energy efficiency, and Wal-mart has implemented a new Lifestyle section of their store to bring affordable, environmentally conscious goods to the consumer.
“The message from Wal-Mart today to the rest of the business community is there need not be any conflict between the environment and the economy. We will find the way not only to reconcile (those), but to find new profits and new opportunities as we do the right thing.”
Wal-Mart is the largest retailer in the world, their interest in the environment signifies that eco-friendly is no longer the industry of tomorrow, tomorrow is today and today can be utilized for profit – because no matter what, Wal-Mart is Wal-Mart and they’re always focused on the bottom line.
“Now, mainstream giants in markets spanning consumer products, banking, airlines and chemicals have sweeping programs to shrink their companies’ impact on the environment – and cash in on consumers’ desire to go green”
– Paul Davidson, USA Today
Solar power, human power, wind power, these are not dreams of the future any longer; they are available now. I’ve worked on several exciting projects recently and when you work the long term numbers, the revenue potential is in the hundreds of billions of dollars.
 Dow Jones Venture One and Ernst and Young  http://www.usatoday.com/tech/science/2007-04-18-getting-gold-green_N.htm