From: USA Today
Published January 2, 2009 08:50 AM

Businesses' green chances are wide, but complex

It's not surprising that the pages of Joel Makower's latest book, Strategies for the Green Economy, are printed on paper made from 100% post-consumer, de-inked fiber. That's paper that has been used by consumers and collected through various recycling programs.

Makower, editor of, practices what he preaches. He's spent the last 20 years advising companies on green strategies and marketing, and has written books such as The Green Consumer and The E-Factor: The Bottom Line Approach to Environmentally Responsible Business.


Makower has woven together a series of short, factoid-laden, wit-tinged chapters, which ramble through a variety of green-centric topics such as the many shades of green consumers to the lowdown on labels to the new "energy" companies. He provides insights into efforts by Coca-Cola and Levi Straus to Timberland, General Electric and others that show us what they've done right and lessons learned.

And he poses a lot of questions along the way, such as:

- How do you make sense of a world in which green hopes far outweigh green habits?

- Should you focus on what looks good to outsiders or what really matters in terms of your company's impact and potential to create value?

- Do you cater to short-term expectations or dig in for the long term, even if you have to take some financial hits along the way?

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