Avinash M (25) Bhanu M (26) Charudatta B (27)

Introduction to Green What does “Going Green” mean? Initiatives

• Eric G. Olson defines a green initiative as, “an initiative that complements the business, operations and asset strategies already understood and articulated by the enterprise… that has a positive impact on the environment”. • Three principles:  Common culture of awareness and action  Facilitates decisions and transformation initiatives that improve the environment  Attractive value propositions that are cost effective

Evolution of Green
• From marketing fad to an all encompassing environmentally friendly product life cycle.  ‘green consumerism’ as an initial drive  shift from individual, ’microcosmic’ actors towards a ‘macroscopic’ perspective  included a growth in segment “ultra-green” vs. original “tie break” consumers • This grew to bigger and all-encompassing concerns pushing companies to evaluate the entire product life cycle.

Evolution of Green
• From Regulatory Issues to looking at them as Green Strategy Business Issues  New environmental regulations and laws were created in 1970’s to protect the environment  Formation of CERES (Coalition for Environmentally Responsible Economics in 1989)  Council on Economic Priorities (CEP - 1998)grading companies on their environmental performances  Involvement on the International Standards Organization created uniform environmental standards

Need for Green Initiatives
• Growing population ---> Depletion of natural resources • Lack of proper waste disposal


Excessive pollution

Global warming

Did you know…
 For every ton of paper that is recycled, the following is saved: 7,000 gallons of water; 380 gallons of oil; and enough electricity to power an average house for six months.  You can run a TV for six hours on the amount of electricity that is saved by recycling one aluminum can.  By recycling just one glass bottle, you save enough electricity to power a 100-watt bulb for four hours.  An aluminum can that is thrown away will still be a can 500 years from now!

 Lighting typically uses 10% of a homes electric bill. Compact florescent light bulbs (CFS) use 75% less energy than standard incandescent.  They also last 10 times longer.

 The average American uses 680 pound of paper every year and uses seven trees a year in various wood products. The average household throws away 13,000 pieces of paper a year. “If all our newspapers were recycled, we could save about 250,000,000 trees each year! “  Plastic bags and other plastic garbage thrown into the ocean kill as many as 1,000,000 sea creatures every year!

Tips for Green Living
• Cycle for Green --- Cycle daily to work and you can save the environment and also maintain your health. • Say No to Chewing Gum --- Chewing gum is the second largest littering item in the world .Chewing gum is not biodegradable and will stick to its surface for many, many years until treated. • Go green with e-statements --- Saving paper, trees, postage and delivery costs. Online banking, paying bills online, say no to postage or courier are good way to reduce clutter and good for the environment too. • Unplug charger from power supply to save energy --- When leaving the charger plugged in (not connected to the phone), it will still consume some energy, consequently energy is being wasted.

1,06,000 Aluminium cans every 60 seconds

20,00,000 plastic bottles every 5 minutes

11,000 Jet trails every 8 hours.

38,000 shipping containers every 12 hours

Types of Green Initiatives
• • • • • • • Green Green Green Green Green Green Green Computing Storage Travel Office Environment Workforce Technology Jobs

• • • • • Green sources of Energy Green food Green Buildings Green Waste Green Brands and Green Consumerism • Green Clothing • Green Wedding

Most Innovative Green Disneynature, a new film label from the Walt Disney Initiatives.

• • • •

Company, promoted its new film Earth by planting a tree for everyone who sees the movie. AT&T presented its annual Champions of the Environment Award , highlighting the environmental achievements of ten employees and work teams. (biodiesel project and low flow toilet project) Italy launches DUSTCART : $3.9 million research program.  Virgin America is donating $1 for every passenger flying today to environmental restoration efforts . Rubber material harvests energy from small movements. PZT (lead zirconate titanate) Tire maker Yokohama has begun selling a new type of tire made mainly from orange oil instead of petroleum.


Green Initiatives taken by Indian Companies
• Patni Responds to Green Initiatives with IT- BPO Center in Noida • Acer, HCL Infosystems and Wipro Personal Computing run programmes on E- Waste management (Take back services). •  Sify Technologies, India's integrated ICT services provider  has implemented green measures in its facility in Mumbai. • Bajaj Auto has installed wind power generation units in three factories that not only conserve energy but also save Rs 25 crore in power costs each year. • The Orchid Ecotel Hotel—Asia's first ecofriendly five-star hotel chain, is conserving natural resources without compromising quality of service • ITC achieved milestone tags, such as "carbon positive," "zero solid waste," and "water positive."  • Infosys plans to become a carbon neutral company by 2012 • Dr Reddy's Laboratories (DRL) :the only Indian pharma company to release an annual report, called the Sustainability Report.

• • • • • • • • •

Green Initiatives taken in the Boeing has decreased energy use and carbon dioxide emissions by 24%. World. Nokia : sources 25% of its energy from renewable resources and aims to

increase that amount to 50% by 2010. HP’s ENERGY STAR qualified products save consumer’s money THE BODY SHOP: First International cosmetics brand to be awarded the Humane Cosmetics Standard for their ”Against animal Testing Policy” Walmart : Pushed its 60,000 suppliers to push 60,000 suppliers to produce eco-friendly goods, Cut energy use at its more than 7,000 stores worldwide by 30%. General Electric Co. launched the nation's first credit card. : Invested$900 million in cleaner technology research and development in 2006, drawing closer to its $1.5 billion annual ecomagination R&D target by 2010. Yahoo! Autos : create Green Ratings for cars, giving consumers easy-touse environmental information about their car choices. Dell plants solar trees in the parking lot. Cadbury launches “ Purple Goes Green” in 2007

Green Initiatives taken by Indian Government
• Gujarat moots green credits for clean earth rather than carbon credit. • A network of Environmental Information System (ENVIS), with its focal point in the Ministry of Environment and Forests, has been created . • President Barack Obama and Indian Prime Minister Manmohan Singh jointly launched a new U.S.-India Green Partnership [ National Environmental Protection Authority (NEPA)]. • The National Capital Territory of Delhi has announced an action plan comprising 65 specific actions to address climate change as part of the State's development policy framework by 2012. • The government has taken initiatives like providing tax concessions on purchase of environment-friendly home equipments, regulations controlling emissions • The Kerala Government will consider certain incentives such as subsidies to industrial units that comply with the ‘green factory’ rating of IGBC (Indian Green Buildings Council).

International Measures
• San Francisco unveils first solar-powered bus shelter. • Japan : outnumbers other countries in ISO 14001 certifications which is related with environment protection. • American Recovery and Reinvestment Act ($787billion)  Energy Department($30.7 billion )  Greening Federal Buildings ($4.5 billion)   Next Generation Biofuels ($800 million) 

Recent Updates
• • • • • • • • • • India launches the Jawaharlal Nehru National Solar Mission. Latest report in the “GREEN India 2047” series released . Environment ministry to rank polluted industrial clusters. Delhi’s Green Cover goes up (299.58sq Km) Energy Suppliers to install smart meters in all UK Households by 2020. “Tech Resources” fined $115,000 for chemical spill in British Columbia. Chicago capitalizes on wind-powered EV charging station. Nanotechnology: Glass cleaner OSORB IBM and Syracuse have completed construction of the Green Data Center. The Planetary Society is planning to launch a solarpropelled space craft in 2010 : LightSail-1

• • • • • Biodiesel Project Organic Fertilizer Project Ground Support Equipment Repair Wheel Suspension Project for Aviation Equipment Waste Water Treatment Project

• They produce paper from bagasse, which saves trees • ITC has been Carbon Positive four years in a row (sequestering/ storing twice the amount of CO2 that the Company emits). • Water Positive seven years in a row (creating two times more Rainwater Harvesting potential than ITC’s net consumption). • Solid Waste Recycling Positive (Reusing/Recycling more solid waste than generated)

Organic Farming
• Organic farming - is a type of agriculture that benefits from the recycling and use of natural products. • The technique is characterized by the use of green manure, biological pest control methods and special cultivation techniques to maintain soil productivity. • Today, organic farming caters to a major and preferred industry, worldwide. • Organically grown food products have a huge market catered to, by farmlands covering approximately 10% of the total world-farmland cover.

Advantages of Organic Farming:
• The economics of organic farming is characterized by increasing profits via reduced water use(which means drought resistance), nutrient-contamination by pesticides, reduced soil erosion and carbon emissions and increased biodiversity. • Organic farming produces the same crop variants as those produced via conventional farming methods, but incurs 50% lower expenditure on fertilizer and energy, and retains 40% more topsoil. • Weed competitiveness • The use of green pesticides such as neem, compost tea and spinosad is environmentally friendly and non-toxic. These pesticides help in identifying and removing diseased and dying plants in time and subsequently, increasing crop defense systems.

• Nutrition • Poison-free  • Food Tastes Better  It comes as no surprise, that organically grown food tastes better than that conventionally grown. The tastiness of fruit and vegetables is directly related to its sugar content, which in turn is a function of the quality of nutrition that the plant itself has enjoyed. • Food Keeps Longer Organically grown plants are nourished naturally, rendering the structural and metabolic integrity of their cellular structure superior to those conventionally grown. As a result, organically grown foods can be stored longer and do not show the latter’s susceptibility to rapid mold and rotting.

• Disease and Pest Resistance A healthy plant grown organically in properly balanced soil resists most diseases and insect pests. • Weed Competitiveness The crops, being healthier, are also better able to compete with those weeds that are present. • Lower Input Costs By definition, organic farming does not incur the use of expensive agrichemicals – they are not permitted! The greater resistance of their crops to pests and the diseases save farmers significantly in expensive insecticides, fungicides and other pesticides. • Drought Resistance Organically grown plants are more drought tolerant. • Added Value There is a discerning market of consumers who recognize the greater food value of organic produce and are willing to pay premium prices for it.

Hybrid and Electric Cars
• The number of cars on roads globally - 1 billion next year and 2 billion by 2030. These levels are unsustainable from an environmental perspective. • Will cut down emissions of global warming pollutants by a third to a half • Fuel efficiency is greatly increased, hence Better mileage • Fuel Consumption is reduced and hence dependency on fossils fuels can be decreased • Batteries are recycled by manufacturers and are designed to last for the lifetime of the car

Eco Friendly Batteries
• AKAI has come up with eco friendly batteries which doesn’t contain mercury or cadmium(jan 28). Eco friendly means they contain alkali which does not poison the surroundings • By one year they will be foraying into CFL bulbs, lanterns and torches.

Dynamo Torchlight
• Torches which can be charged using a dynamo attached to it. • These torches have a set of energy efficient led s. These led s consume less power and helps in providing light for a longer time • They have rechargeable batteries which is charged by the dynamo.

Tata BP Solar
• They are providing solar equipped heating and lighting system. • This joint venture has provided systems for • Rural development-solar lanterns, street light, home lighting systems, vaccine refrigeration, water pumping system • Telecom-domestic satellite, satellite radio, telemetry systems • Banking- for charging the ups in the bank, atm, or powering the printer computer especially in rural branches • Roads and highways- They have provided solar panels for powering Traffic signals in isolated places.

Solar cooker
• • • • • Sufficient for 4-5 people Saves 3-4 cylinders of lpg Costs around Rs.1000 Life 10-15 years There is about 10 million solar cookers in india

Why companies GO GREEN?
• Main reason to go green is : PROFIT • However companies must, Uphold responsibilities and trust from consumers on a global scale

Core Pressure Model
Profits & Revenue Operating & Infrastructu re Green Strateg y


Business Opportunities
• New industries - Goods and services aimed at battling climate change generated $300 billion in annual revenues in 2008-09. • The Clean Technology sector, which only a few years ago was barely a sector at all, now represents 20% of the entire venture capital asset class.

The Huge Savings - $$$
• Spirit Group - target to save 17% of its projected energy costs by 2010 through auditing its energy and waste, and taking action. • Gift manufacturer Gilt Edged Promotions saved £2,000 per year by reducing waste. • Denso Manufacturing UK saved £30,000 per year by finding a customer prepared to pay for its industrial waste. • “Turn It Off” a global power management initiative that calls for employees to say “nighty- night” daily to their PCs saved almost $ 2 million and avoided 11,000 tons of CO2 emission in one year.

To Green or Not To Green
• Green or not , however, only those products that are bought by enough number of people (critical mass) eventually make it in the market place. • “There is positive link between the environmental and financial performance of the companies”

BOEING • Reduced lighting electricity use by up to 90% in some of plants. • Decreased energy use and CO2 emission by 24% between 2002-07. • Dropped hazardous waste manufacturing by 30%.

Comparison of major companies

AREVA • Claims to ”Minimize its environmental impact” through various efforts like CO2 free energy generation, for transmitting energy. • Continues to support nuclear energy and the construction of new reactors.

TOYOTA • Plants are made sustainable by employing natural energy sources such as solar and wind power, and through ecological preservation by planting greenery around production sites.

GM • GM’s vice-chairman never believed in going green to help the environment; for him it made a just good business sense.

Concluding Remarks
• All companies seek profit as their bottom line, however, if companies consider triple bottom line, a business can enhance its overall performance. • Businesses just starting green initiatives such as global giants (ex: GM) are only profit based. • New companies just starting green initiatives can become truly green if they use effective triple bottom line in trying to sustain a green strategy. • Companies ,that use triple bottom line effectively, will maintain their green position and strategy and have true success in the global market.

1.The Green Economy Gains Currency

Top 10 Green Business Trends

2. Water Becomes the New Carbon

• A cup of coffee, for instance, has 140 liters of embedded water, when you consider the amount used to grow, produce, package, and ship the beans. Notion of “embedded water” • A hamburger contains 2,400 liters.(also referred to as “virtual water”)

3.Building Efficiency Rises Green buildings in US - saved the U.S. the Again
equivalent of burning 1.3 million tons of coal for electricity since the development of the LEED standards.

"Energy use in commercial buildings and manufacturing plants accounts for nearly half of total U.S. greenhouse-gas

4.Universities become green
• Future university selection criteria may include “greeness”. • 63 % of college applicants surveyed said they would value having information about a college’s commitment to the environment and that such data could affect their choice to apply or attend a school. • Why does this matter? Future green graduates entering workforce adding skills and selecting companies based on “greeness”.

5.Green moves up & down organisation
• Key is not just CEO support – but throughout organisation. • Gap between employer and employee. A survey or workers found that 63 % considered themselves to be greener than their employers.

• Companies retain responsibility for their goods long after they sell them — and even after the goods have outlived their useful lives. • Computer manufacturers redesigned packaging to create less waste and lower costs.

6.Product Stewardship Creates a Material Change.

• Consumers trust and understanding limited

7.Green Marketing Suffers a Failure to Communicate

• A rise in green marketing efforts has been matched by a nearly equal rise in claims of green washing.

• Carbon is now, and probably forever, part of the corporate landscape. • The supermarket chain Tesco, began labeling products with information related to their greenhouse gas emissions.

8.Carbon Becomes a Business Imperative

• IT creates around 2-4% of global carbon emissions similar to the aviation industry. • McKinsey report says green IT can help eliminate 7.8 metric gigatons of greenhouse gas emissions annually by 2020, equivalent to 15 percent of global emissions today. • Collaboration through new standards (The Green Grid), best practices. • Energy efficiency in the datacenter will continue to be a big focus for IT departments.

9.Information Technology Plugs Into Green

Green IT initiatives:
Drivers are 60% business and 40% environmental reasons: 1. Virtualisation & consolidation 2. Energy Efficiency – Power management will be used to throttle down servers (and other IT equipment) when not in use. 3. Travel reduction – Tele-working and cloud computing as the next killer apps replacing virtualization. 4. Asset Disposal

• Green chemistry — addressing pollution at the molecular level— seeks to find safer alternatives. • Biomimicry harnesses natures design

10.Greener Design Comes Out of the Lab

• • • • • • • • • • • • • • Terragreen Magazine Master Builder (January Issue) Hindu (January 28)

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