TheWrightScoop's blog

If asked to define the concept eco leadership, what would you respond? Although there are academic programs which highlight eco leadership and eco-biz media that acknowledges it, there remains a lack of visible eco leadership. So, is there a set of characteristics, a profile that defines the eco leader?

In general terms, eco leaders are people who enable sustainability, participate in activities that provide for their present-day life-style without sacrificing the overall eco-health of others. Nevertheless, through research and interactive workshop participation, it was identified leaders who enable eco change do more than the expected. In fact, they illustrate the following traits
• Moral value, understand difference between right and wrong
• Plugged into Eco Sustainability Vision
• Not only accept but seek accountability
• Self Disciplined
• Optimism, believe change can make a difference
• Determination to create eco change
• Empathic but consistent in state of mind
• Inspire others to equally contribute
• Decisive but fair - considerate of others
• Manage failure, conflict, criticism and change
• Facilitate an environment that supports leadership style
• Delegate as well as depend on the skill of others
• Establish plans but flexible in guidelines
• Ability to focus – separate problem/issue from people
• Facilitate eco consensus
• Create ‘considered change’, synergistic eco solutions
• Avoid ‘green-washing’, overstating benefit/result

Still, during a workshop held in our Nation’s capital, when community leaders were asked to identify eco leaders, no one could identify a regional much less nation-wide leader. So, the question is “Can you identify people in your circle of acquaintance who illustrate eco leadership traits?”

In prior blogs and columns I asked the question “Would you similar to my colleague Ed Snodgrass of Emory Knoll Farms, http://www.greenroofplants.com/, be recognized as an eco leader, a person who is growing green their market share?” Coined by media as the ‘Green Roof Man of the Year’, Snodgrass, a committed conservationist, acquired his visibility through supplying plants for over one million square feet of green roofs in 20 states and the District of Columbia.

Could you be coined by media as an ‘eco man/woman of the year’? Are you and/or your colleagues participating in activities that not only provide for present-day life-styles without sacrificing the overall eco-health of others but ‘green (planet/profit)’ market share? Are you participating in activities that illustrate eco leadership traits, communicating a commitment with civility, honesty and integrity while positioning your self and/or product/service as a viable link in a network that supports the distribution of limited eco resources? Are you seen as an eco leader, a leader of ‘considered’ change?

About the author – Sylvia Hoehns Wright, author of Seven Steps to Grow Green Market Share, http://www.lulu.com/product/paperback/seven-steps-to-grow-green-market-s... and The ABCs of Green Industry Communications: assess, brand & communicate, http://www.lulu.com/product/paperback/the-abcs-of-green-industry-communi..., challenges all to ‘grow green their market share’. To acquire Wright’s books or her assistance as an eco-biz communications specialist, link to www.TheWrightScoop.com Sylvia’s Store option.

If you were asked, “What are you doing to ‘grow green (plant/profit)’ your market share,” what would you respond? Would you similar to my colleague Ed Snodgrass of Emory Knoll Farms, http://www.greenroofplants.com/, be recognized as an eco leader, a person who is growing green their market share?
Nationally coined by media as the ‘Green Roof Man of the Year’, Snodgrass, a committed conservationist, has supplied plants for over one million square feet of green roofs in 20 states and the District of Columbia. And, perhaps more importantly, if you look behind his commercial commitment, you will see that it extends far beyond a business focus. He applies his philosophy, ‘don’t take more out of the Earth than we are able to put back’, to all facets of his lifestyle.
While it can appear difficult to identify ‘eco-biz greening strategies’, in most cases it is a matter of applying effective core business strategies such as efficiency of scale: create maximum output from minimum eco resources input. In a prior blog/column - http://blog.thewrightscoop.com/2011/03/21/eco-biz-leadership.aspx - I identified the nation-wide lack of recognized eco leadership. So, through writing a series of blog/columns, I hope to initiate discussion of ‘how to’ resolve this issue.
For the present, let me share a few ‘grow green market share’ tips -
• Become a steward of the land because ‘green matters’.
• Be aware research has revealed 8 of 10 consumers prefer a green product, service or information; regardless of age, green matters. Consumers are willing to pay more (usually 5 to 10%); and, prefer to deal with a company that has an established ‘greening’ reputation.
• Provide ‘green’ products or services defined as ‘made/provided with little environmental harm’: goods or services produced in environmentally and ecologically friendly ways, e.g. by using renewable resources.
• Strive to create ultimate ‘green’ products or services that meet present-day consumer demand without impacting future generation resources.
• Understand the Ps – product, publicity, promotion, people, planet & profit – as each influence ‘greening’ market share; and then, develop vision/mission statements and green initiatives which enable media formats that support brand recognition.
• Use mechanics involved in creating branded images and identify communication formats that create a differentiated message, an industry appropriate image sustained by viable ‘green’ products or services.
• Inject the market place with a unique, consistent, desirable ‘green’ persona position that reigns over a consumer’s mind and is so highly valued that you and/or your product are not simply seen as “a” product but “the” product.
• Become the recognized niche product or service eco-brand, create a brand name - you!
If a colleague in your region were asked the question, “pause for moment, who do you consider to be an eco leader,” would he/she visualize you? Could you be coined by media as an ‘eco man/woman of the year’? Are you participating in activities that ‘green (planet/profit)’ your market share?

To share comments, ideas or strategies related to this subject or other communication topics, contact Sylvia@TheWrightScoop.com. Contribute to a series of topics that are helpful to the Industry.

About the author – Sylvia Hoehns Wright, author of Seven Steps to Grow Green Market Share, http://www.lulu.com/product/paperback/seven-steps-to-grow-green-market-s... and The ABCs of Green Industry Communications: assess, brand & communicate, http://www.lulu.com/product/paperback/the-abcs-of-green-industry-communi..., challenges all to ‘grow green their market share’. To acquire Wright’s books or her assistance as an eco-biz communications specialist, link to www.TheWrightScoop.com Sylvia’s Store option or contact (804)672-6007.

If I asked you the following question - visualize a group/organization or person who you see as an eco leader, could you identify an eco leader? Recently during a workshop, I solicited an answer to this question and received what I consider to be a disturbing response, an answer that should be a wake-up call to the Industry as a whole.

Solicited as a workshop instructor for National League of Cities conference held in DC, my topic was change/green America's landscape. As part of the 3-hour workshop, I presented individual, business and community eco commitment examples and tips/strategies. At the end of each section, attendees actively participated with opinion and input. In fact, there were representatives from the 'eco progressive' state of Oregon, California, mid-west states and east coast area, too. So, workshop attendees were a diverse array of representation.

Then, as a final exercise, I asked the group to 'pause' and visualize a group/organization or person who they saw as an eco leader. After reading a list of compiled eco leadership characteristics, I asked if my list matched their visualized person/group. But instead of initiating a chatty discussion, you could ‘hear a pin drop’. Finally, a representative from Texas spoke up and said when he 'paused to visualize' an eco leader, he could not visualize a person and/or group. His candid response opened the door for further discussion and the remaining nation-wide city/community leadership reps also stated their inability to identify a person and/or group considered to be eco leaders. So, my question is what are we doing as Industry participants to not be seen as eco leaders, people who green America's landscape?

Most of you are aware that in addition to being a person who 'digs in the dirt' and advocates others to join in, I participate as an Industry writer and communications advocate/instructor. In fact, a few years ago, a local Dean of Horticulture asked if I'd combine personal skills plus my 20 years of Corporate experience with 'living green' Industry requirements to create a college level communications course. As a result, I published a book - The ABCs of Green Industry Communications,
http://www.lulu.com/product/paperback/the-abcs-of-green-industry-communi..., provide ongoing workshops/speeches and publish articles and columns. Still,
I feel like I've made minimal Industry impact.

So, to enable a discussion of how to fix the issue of ‘not being seen as eco leaders’ I’m going to share ‘Sylvia’s opinion’. I think we need to first and foremost mandate communications education and include college level communications courses in both 2 and 4 year Industry programs. During every Industry educational event at least for the present, have a keynote focus as well as workshop on the topic of effective PR/marketing communications. Include in media publications a tips and strategies communications, marketing and/or PR column. Although at one time there was talk of organizing some type of combined Industry effort to improve consumer visibility but I'm not aware of an effort - are you? And, to be candid, I personally think the present issue is more of a lack of individual participant visibility than the Industry as a whole.

On the personal side, I plan to work with the sponsors of the 'all cities' educational conference to provide additional eco education workshops; and perhaps, through ongoing events enable a forum for eco leadership discussion. I also plan to create an e-book format of my communications book and perhaps, this format will help enable its availability, visibility and distribution. And, of course as an advocate for the Industry, I'll continue to write columns/blogs and do whatever I can to create consumer awareness of the Green Industry's value.

Why? To be candid during a future workshop when I ask the question 'who do you visualize as an eco leader’, I'd prefer to hear regional stories of eco-goodness - greening America's landscape instead of hearing - 'I can't visualize an eco leader.' What do you think we - as an Industry - need to do to be recognized individually and as a whole by our Nation's leadership as eco leaders?

To share comments, ideas or strategies related to this subject or other communication topics, contact me at Sylvia@TheWrightScoop.com.

While almost all Americans can find themselves, their ancestors, or their community through archive research, in celebration of March as 'women in history' month, I urge you to take your research a step further, document heritage – cultural diversity – through identifying, recording and sharing family stories.

Although I'm presently three generations removed from a Quaker heritage, there is one central guideline - caretaker -that continues to influence my legacy. For, basically, the Quaker culture views itself as a caretaker, not owner of property - a role which implies providing for the present without sacrificing the future.

This role is more or less the present-day definition of our 21st century green revolution. Yet, in my family for generations, it has inspired women gardeners. In my book – A Path Worn Smooth, http://www.lulu.com/product/paperback/a-path-worn-smooth/4200561 which is dedicated to the people of my community Laurel Historic District, I invite readers to walk on a path worn smooth by generational expectation. Savor nostalgia for the places that are near and dear to my heart, recall family traditions and more importantly, renew experiences. Challenging all to celebrate heritage because heritage is more than a possession, it is a gift: the birthright of our children. So, I want to share with you the story of a 'family project'.

As a 'hands-on' landscape gardener, I regularly test products and services for vendors. As a result, one spring project is to test the outcome of three levels of kitchen gardens - container, above ground box and traditional agri in-ground gardening. In the past, I've successfully used seeds supplied by Renee's Garden, www.reneesgarden.com; so, for 2011, I'm again using Renee's Garden seeds in all three levels of the garden space. For the above ground garden, I'm also using an awesome product kit supplied by Green Land Gardener, www.greenlandgardener.com. This product so far has worked-well for a number of reasons: easy to assemble, detailed novice instructions and a garden design which includes colorful illustrative landscape cloths.

Step by step, I've involved my grandchildren in this project. First, we planted seeds in starter trays and are patiently waiting for warmer soil to transplant the seedlings. We also installed the above ground box and filled it with garden soil. Perhaps, more importantly, at each step, I've not only shared with my grandchildren an explanation of the process but stories of experiences planting gardens with my mother, grandmothers and aunts - the legacy of eco women in my family.

For, as a child of the era ‘tell instead of read’ me a story, I understand the value of sharing family heritage through storytelling. In fact, in my e-book edition, http://www.lulu.com/product/ebook/a-path-worn-smooth/10645451, I included research tips and strategies that enable identification as well as publication of family histories. To inspire others, during the month of March, I'm participating in a number of activities. On Saturday March 26th from 1 to 4 p.m. I've partnered with Simple Pleasures Books & Gifts, www.simplepleasuresbooksandgifts.com to host an event Celebrate ‘Women in History month, Our Strength is Our History’ and book signing at Ashland Tea & Coffee, www.ashlandcoffeeandtea.com , 100 N. Railroad Ave. Ashland, VA, Phone: 804-798-1702. And, to further encourage others to document their eco legacy, through my Sylvia Wright's Storefront - Lulu.com, I'm offering discounts sales of eco focus books.

In celebration of March as 'women in history', together let's highlight the legacy of eco 'women in history'. Join me in an effort to 'move from eco-weak to eco-chic - green life's garden, one scoop at a time!'

Are you communicating a clearly understood timely product or service message? Recently, I watched a TV advertisement and later asked "What was that about?" Unfortunately, present-day advertisements appear to stray into the idea that as long as you grab consumer attention, it is effective. But frankly, if consumers remain clueless to the advertised product or service, is there value?

While my colleague Annette Pelliccio of The Happy Gardener says, “It is imperative that I communicate …, be the spokesperson for my product or service,” perhaps more imperative is message content, not the messenger. For example, while participating in the Richmond MAC Maymont show, I observed consumer messages that appear to work and others that do not work well.

As a speaker for the event, each day I walked the show and identified vendor exhibits to illustrate my speech talking points. Usually, within a few minutes, numerous candidates were identified; but it was not until the third day that I finally noticed one exhibitor's underlying service message. This exhibit contained an eye-catching outdoor sports display, but it was not until you "read the fine print" that the advertiser's product was noticed. So, simply creating visual noise, an eye-catching display, is not effective consumer advertisement.

Equally important is consumer expectation. From a designer, gardener or novice perspective, the event hosted numerous landscape displays. In fact, multiple exhibits were awarded professional honors. It was interesting to observe that the exhibit that received the 'People's Choice' — a multi-layer water pond display — was not recognized as "first in show" by the award judges. So, my question is, "While you may have a valid niche product, is it in sync (timely) with present-day consumer expectation?"

In some ways, because of multiple platform industry involvement, I've gained a different perspective related to consumer expectation. While I participate in the industry as a niche eco personality, I also participate as a communications specialist, writer and marketing/PR consultant. Through these multiple roles, I've gained knowledge of consumer, product/service provider and media expectation. In fact, I've observed well-intended advertisements that fall short. So, let me share a few guidelines.

First and foremost, be aware of media print and event deadlines and follow them. Regardless of advertisement content, it is useless when not delivered in a timely, acceptable format. So, format your message in the expected text style. Next, whether you are or are not comfortable with electronic transmission, please be aware it is much preferred over snail mail and/or FAX. Assuming you did meet publisher/event guidelines, did you provide a clearly understood, timely advertisement?

There is a present-day trend, a connection of “living green” to people and critter habitats. During the Richmond MAC Maymont show, the Central Virginia Nursery and Landscape Association created an excellent exhibit that effectively illustrates this point. Designer Tom Thompson, by combining a winter garden theme with critter habitat, hit a home run with consumers and professional alike. And, it was the Ashland Berry Farm's multiple layers of water ponds combined with lighted trees which attracted the spirit of consumer expectation, the "People's Choice" award.

So, related to your product or service, is your message effective? Is your message timely and clearly understood? Or, do consumers pause and ask "What was that about?" Are you creating unrelated visual noise or being heard? Would you and/or your product or service receive a People's Choice award?

To share comments, ideas or strategies related to this subject or other communication topics, contact me at Sylvia@TheWrightScoop.com. Together, let’s create a series of column topics that are helpful to the industry.

During the Congressional City Conference held in Washington DC March 12 - 13, 2011 and sponsored by the National League of Cities, www.nlc.org, I'm hosting a workshop Eco-Chic: Changing America’s Landscape challenging attendees to create community green, sustainable urban/suburban landscapes. Based on research published in my book From Eco-weak to Eco-chic: landscape green, http://www.lulu.com/content/paperback-book/from-eco-weak-to-eco-chic-lan... , I explore individual, business and community accountability emphasizing eco leadership characteristics. For conference details, link to web site www.nlc.org or call (202) 626-3000.

National League of Cities -
The National League of Cities (NLC) is the oldest and largest national organization representing municipal governments throughout the United States. Its mission is to strengthen and promote cities as centers of opportunity, leadership, and governance. Working in partnership with the 49 state municipal leagues, NLC serves as a resource to and an advocate for the more than 19,000 cities, villages, and towns it represents.

Eco-Chic: Changing America’s Landscape -
The present-day challenge for community leaders is to create eco-healthy public spaces, adopt a “waste not, want not” commitment - become caretakers for the environmental community. Individually and collectively we face a critical decision: either implement green land use strategies and create eco-healthy spaces or continue practices that contribute to the decline of community eco-systems. During my session, I explore skills and techniques proven to move America's landscapes from eco-weak to eco-chic, creating a legacy of healthy community green spaces.

To inspire others, during the month of March, I'm offering discounted eco book sales. For details, link to Sylvia Wright's Storefront - Lulu.com ; and for details of other activities, link to web site www.TheWrightScoop.com or contact Sylvia@TheWrightScoop.com or call 804-672-6007; or, follow Wright’s activities through facebook group The Wright Scoop or twitter ID WrightScoop.

Side-bar: Congressional City Conference Workshop, L04: Eco-Chic: Changing America’s Landscape, March 12, 2011 from 9:00 am – 12:00 noon, held
Washington DC, register www.nlc.org or call (202) 626-3000.

As the recipient of the Turning America from Eco-weak to Eco-chic Award sponsored by Hines Horticulture, Project Evergreen and Today’s Garden Center magazine, I want to invite you to the DC Green Festival to hear my speech on the topic of ‘sustainable landscapes’. To peak attendee interest, I implemented a 5-step sustainable landscape program. Starting the week of September 20th each week I posted eco tips/strategies on my www.TheWrightScoop.com blog, twitter ID WrightScoop and facebook group The Wright Scoop. Step-1 challenged all to accept personal accountability, http://blog.thewrightscoop.com/2010/09/19/step1--sustainable-landscapes-... . Step-2 provided tips/strategies for ‘growing green market share’, http://blog.thewrightscoop.com/2010/09/26/sustainable-landscapes-step2-g... . Step-3 challenged communities to create eco-cities, http://blog.thewrightscoop.com/2010/10/03/sustainable-landscapes-step3-e... Step-4 discussed a definition for the term ‘sustainability’, http://blog.thewrightscoop.com/2010/10/11/sustainable-landscapes-step4-s... . And, my final step invites all to the DC Green Festival Saturday, October 23, from 12:30 to 1:15pm held at the Organic Gardening and Urban Farming Pavilion located in the DC Convention Center to hear my speech Gardening Green: the sustainable landscape. A signing of my book From Eco-weak to Eco-chic: landscape green is host by Washington Gardener magazine and held at their exhibit booth. Join me in an effort to urge all to move from eco-weak to eco-chic, green America’s landscape. For details, see Green Festivals http://www.greenfestivals.org/index.php?option=com_mtree2&task=viewlink&... . Gardening Green: the sustainable landscape Whether experienced or novice, homeowner or renter all are challenged to create landscapes from a sustainable point of view, seeking to reduce their carbon footprint as well as create pesticide free edible landscapes. For any style garden, should not simply illustrate traditional design but be the result of the right plant, installed in the right place at the right (optimal) planting season - creating a legacy of green, healthier urban/suburban communities.” Still, I advise consumers to take the concept of sustainability a step further, not simply a use of plants that works-well in their region but those that contribute to regional economic sustainability: developed, grown and distributed within their community. Turning America from Eco-weak to Eco-chic – Historically, as I advocate in my book From Eco-weak to Eco-chic: landscape green, http://www.lulu.com/content/paperback-book/from-eco-weak-to-eco-chic-lan... - earth-friendly is defined in terms of reduce, reuse and recycle. Eco-chic takes earth-friendly a step further. It is a reflection of how we feel about the environment, not just as a lifestyle choice but a decorating style as well. During my speech – Gardening Green, the sustainable landscape, I share strategies that respect an existing vista, preserving and enhancing its health. For plants should not simply be selected to provide contrast of structure, texture or color, but make environmental contributions, too. Festival Details – A Green Festival celebrates what is working in communities, for people, businesses and the environment. Here, green means safe, healthy communities and strong, local economies. Green is the symbol of hope, social and economic justice, as well as creating ecological balance. I am only one of many visionary speakers and more than 300 green businesses that join forces to provide how-to workshops, green films, yoga and movement classes, green careers sessions, organic beer and wine, delicious organic cuisine and live music. Event details are available at web site www.greenfestivals.org , select Washington Festival 2010 or call 1-800-58-GREEN. As a participant, I challenge Festival attendees to green their landscapes eco-chic style - the right plant, installed in the right place at the right (optimal) planting season - creating a legacy of green and a healthier community. Link to web site www.TheWrightScoop.com for details of my eco activities or contact Sylvia@TheWrightScoop.com .

For more than two years ago, I’ve collected as well as shared Industry communications data through interviews, distribution of a survey and an ongoing column published by the Mid-Atlantic Grower newspaper or columns and articles published by Today’s Garden Center and Green Profit magazines. Still, while change has occurred, overall the Industry as a whole appears to struggle with portraying itself as a viable business presence.
Industry personalities such as Tony Avent credit a lack of understanding the significance and/or mechanics of communications as the factor that creates this situation. But recently, I had a ‘family-generational’ business owner say it was his observation there is an arrogant attitude of ‘who are you to tell me how’ that prohibits the Industry from moving forward with establishing its business sector image.
To be candid, I have difficulty relating to this perceived attitude. Perhaps, I’m fortunate in that while attending graduate school, I encountered a professor who assigned such an overload of work the only way you could survive his course was to fully rely on the research of other study group members. Then, for more than 20 years, I worked in an industry, computer technology, which is so intense with change that again, you could not survive with out replying on the expertise of others. So, whether it’s a lack of knowledge or an arrogant attitude, either barrier will prohibit the ability to ‘grow green (plant/profit)’ market share.
As a result of earlier research, I published a book - The ABCs of Green Industry Communications: assess, brand & communicate. In this workshop style book, I emphasized what worked yesterday, may not work today and what works presently, may not continue to work. Initial research activities did not place emphasis on green in terms of plant; it was the Industry – itself that directed the focus to this topic. For example, to remain globally competitive, as Jennifer Loyet-Schamber of Greenscape Gardens says, “The success of a company is no longer based on its bottom line.” Schamber advises Industry sectors to produce and then advertise ‘locally grown’ products, provide demonstrations of sustainable practices, offer ‘how-to’ seminars and workshops, provide on-site recycling programs, join and display the logo of an ‘umbrella’ association that advocates eco-strategies, add ‘green’ tips to your company’s newsletter, and motivate your staff to ‘think green’ by including them in the formulation of ‘greening strategies’.” In other words, ‘walk the talk’ or as she says, “I take our slogan, ‘Grow Your World’, literally and proactively pursue being a steward of the land.”

Through compiling the results of ongoing research and examples of some of the best marketers and communicators in the business such as Jennifer Loyet-Schamber and Tony Avent, I’ve launched a second book - Seven Steps to Grow Green (planet & profit) Market Share. To review or order, link to web site http://www.lulu.com/product/paperback/seven-steps-to-grow-green-market-s.... In this book, Industry participants not only ask but answer the question ‘Are you and your product or service a steward for the land?’ providing an understanding of the 6 Ps – product, publicity, promotion, people, planet, & profit – as each influence market share communication. Through creating an awareness of communication concepts and business planning, a focus of ‘greening’ emphasizes ‘planet’ as the underlying factor which influences eco-efficient products and services, not simply sustainable but leading edge branded images easily identified by consumers.
Because there does appear to be a lag in Industry progress, the purpose of my ‘little green marketing book’ is to ‘jump start’ - enable a more easily understood guideline; a guideline which hopefully overcomes the barriers of ‘a lack of knowledge and/or arrogant attitude’ and become as well-known for its value as the Strunk and White ‘little style book’, the Elements of Style.”
So, my challenge to you is together, let’s identify and share the scoop – who, what, when, where, why, how and benefits of ‘growing green (profit/planet)’ market share. Join an effort to provide tips and strategies related to identifying a niche, developing sustainable business strategies and implementing communication activities that ‘grow green’ market share - not simply mechanics but those proven to create niche presence. To share comments, ideas or strategies related to this subject or other communication topics, contact me at Sylvia@TheWrightScoop.com. Together, let’s create a series of column topics that are helpful to the Industry.

About the author – Sylvia Hoehns Wright, author of Seven Steps to Grow Green Market Share and The ABCs of Green Industry Communications: assess, brand & communicate, challenges all to ‘grow green their market share’. To acquire Wright’s books, link to www.TheWrightScoop.com Sylvia’s Store option or her assistance as a communications specialist, contact (804)672-6007.

The term – sustainability – has definitely become a 21st century buzz word. Similar to the concept, green, I can barely pick up a newspaper, magazine or other form of media without seeing this word. Yet, is it clearly understood or through excessive use, rapidly become abused or confused?

Recently, when I quoted Ed Snodgrass of Knoll Farms (www.greenroofplants.com) as saying, “Sustainability means we don't take more out of the Earth than we are able to put back”, I created a flurry of email/blog response.

Scott Kyle of Full Scale Architecture (www.FullScaleArchitecture.com) says the best definition he has heard comes from the Native American perspective of ‘providing for the needs of the current generation without sacrificing the needs of future generations’. Still, “many folks and groups,” says Kyle, “appear to corrupt its meaning which is a shame, because the term should mean a product or service that is truly green.”

“Those of us in natural resource management fields,” says Ellen Powell a Conservation Education Coordinator for the Virginia Department of Forestry, “think of sustainability as the "truest" green. To us, it means balancing human consumption with ecological viability, so that the resource remains viable for all purposes. In today's world, it's unrealistic to think that people will simply stop using renewable resources, such as forests. For example, if we stopped using wood as a building material, our alternatives would be materials that require more energy to manufacture such as steel. And, most of these alternative products are from finite, nonrenewable sources; in other words, not very green! On the other hand, we can provide both forest products and ecosystem services. For, land conserved through sustainable forestry is land conserved for clean water, clean air, wildlife habitat, recreation, carbon sequestration, and a host of other benefits.”

Similar to Ellen Powell’s perspective, Somphit Kham of Giving Sustainability (www.GivingSustainability.com) defines sustainability as a product and/or service that is eco-friendly and contributes to social responsibility. On the other hand, Patricia Stansbury, principal of Epic Gardens (www.EpicGardens.com), has found the definition to be more philosophical or spiritual. “I,” she says, “have been invited to speak at a number of venues including churches about environmental stewardship as a matter of faith, and schools about how choosing locally produced food and consumer goods produces a more sustainable economy.”

Anne Bedarf of GreenBlue Institute found it disturbing when Provost Tim Garson of University of VA described sustainability as ‘only about eco-efficiency’. She and her classmates forwarded a letter stating, “Sustainability is the ULTIMATE green; but it's not a thing; rather, sustainability is a process, or a framework, by which our economy, people and planet can move toward equity and be self-sustaining. My work (www.sustainablepackaging.org) is a sector in which industry, government and nonprofits work together to define sustainable packaging. So, I believe each sector of society should develop a definition of what sustainability means for them.”

And, there in, as Bedarf acknowledges, sustainability is more than ‘green’. It is a way of living in the world with an ethical outlook that recognizes the impact of where we live, how we commute to class or work, what we eat, and what we buy as it relates to impacting other cultures and ecosystems near and far.

So, what does the term sustainability mean in relation to your day-to-day activities? In my first of five steps to sustainable landscape topics, I challenged you to make an eco-green commitment. Did you comply or are you still too big for your eco-boots, www.conservation.org/ecofootprint? Next, as discussed in step-2, I challenged you to not limit effort to personal or neighborhood spaces, take it to work with you. Encourage employers to measure their eco-footprints, (www.carbonfootprint.com). Then, in step-3, I shared with you visiting an eco-city and described urban green, a result of the synergy of all - as one consistent presence. For when I walked this city, I saw the result of a community planning strategy, eco-city - http://alexandriava.gov/Eco-City.

Presently, in step-4, I’m questioning your definition of sustainability and shared with you the perspective of others. On October 23rd, I invite you to attend my speech Gardening Green: the sustainable landscape which occurs during the DC Green Festival. Nevertheless, regardless of whether you can or can not attend this Festival, I challenge you to work with civic and business communities to ensure your community’s urban/suburban green. Together, let’s ‘green’ our Communities: move America’s landscape from eco-weak to eco-chic, creating sustainability, a legacy of healthy green.

Author’s Note - In anticipation of the 2010 DC Green Festival, I’ve implemented a 5-step sustainable landscape program. All steps are posted on www.TheWrightScoop.com blog, twitter ID WrightScoop and facebook group The Wright Scoop. A final step invites all to the DC Green Festival Saturday, October 23, from 12:30 to 1:15pm held at the Organic Gardening and Urban Farming Pavilion located in the DC Convention Center to hear my speech Gardening Green: the sustainable landscape. A signing/sale of my book From Eco-weak to Eco-chic: landscape green is host by Washington Gardener magazine and held at their exhibit booth. For details, see Green Festivals http://www.greenfestivals.org/index.php?option=com_mtree2&task=viewlink&... .

Are you and your product or service a steward for the land? “Sustainability – the ultimate green,” says Green Industry colleague Ed Snodgrass “means we don't take more out of the Earth than we are able to put back.” Recognized nationally by media as the ‘2007 Green Roof Man of the Year’, Snodgrass, a committed conservationist, has supplied plants for over one million square feet of green roofs in 20 states and the District of Columbia. And, if you look behind his commercial commitment, you also see that it extends far beyond a business focus. He has applied his philosophy, ‘don’t take more out of the Earth than we are able to put back’, to all facets of his lifestyle; for additional details, link to web site www.greenroofplants.com.

Similar to the concept of individual accountability, ‘growing green’ a product or service starts with measuring eco-foot prints, www.conservation.org/ecofootprint to determine how both you and/or your employees presently fall short related to ‘green’ choices. Then, the concept expands to measure overall impact of a product or service as it relates to creating carbon footprints, www.carbonfootprint.com .

While it may appear difficult to identify ‘greening strategies’, in most cases it is simply applying core business strategies such as efficiency of scale: create maximum output from minimum input. So, related to the distribution of your product or service, think outside of the box.

For example, through reviewing delivery routes, United Parcel Service (UPS) saved millions of dollars in fuel cost, reduced employee overtime and improved their customer service. How did this event occur? By developing delivery routes that took advantage of ‘free right turn during red lights’, with little or no start up cost, the new routing system immediately reap reward.

In my book - The ABCs of Green Industry Communications: assess, brand & communicate, http://www.lulu.com/content/6083320, - I share the ‘who, what, when, where, why, how and benefits of ‘growing green (profit/planet)’ market share’. I as well as other Industry professionals provide tips related to identifying a niche market, developing sustainable business strategies and implementing communication activities that enable market share - not simply the mechanics but examples of activities proven to create market presence.

Let me share a few ‘greening’ tips -
• Become a steward of the land because ‘green matters’.
• Be aware research reveals 8 of 10 consumers prefer a green product, service or information; regardless of age, green matters; so, consumers are willing to pay more (usually 5 to 10%); and, prefer to deal with a company that has an established ‘greening’ reputation.
• Understand the P’s – product, publicity, promotion, people, planet & profit – as each influence ‘greening’ market share; and then, develop vision/mission statements and green initiatives which enable media formats that support brand recognition.
• Provide ‘green’ products or services defined as ‘made/provided with little environmental harm’: goods or services produced in environmentally and ecologically friendly ways, e.g. by using renewable resources.
• Strive to create ultimate ‘green’ products or services that meet present-day consumer demand without impacting future generation resources.
• Use mechanics involved in creating branded images and identify communication formats that create a differentiated message, an industry appropriate image sustained by viable ‘green’ products or services.
• inject the market place with a unique, consistent, desirable ‘green’ persona position that reigns over a consumer’s mind and is so highly valued you and/or your product are not simply seen as “a” product but “the” product.
• Become the recognized niche product or service eco-brand, create a brand name - you!

So, considering the relationship of planet and profit, are you ‘growing green’ your business? Are you contributing to sustainability, ultimate green? As my colleague Ed Snodgrass says, “Don’t take more out of the Earth than we are able to put back.”

Author’s Note - In anticipation of the 2010 DC Green Festival, I’ve implemented a 5-step sustainable landscape program. All steps are posted on www.TheWrightScoop.com blog, twitter ID WrightScoop and facebook group The Wright Scoop. A final step invites all to the DC Green Festival Saturday, October 23, from 12:30 to 1:15pm held at the Organic Gardening and Urban Farming Pavilion located in the DC Convention Center to hear my speech Gardening Green: the sustainable landscape. A signing/sale of my book From Eco-weak to Eco-chic: landscape green is host by Washington Gardener magazine and held at their exhibit booth. For details, see Green Festivals http://www.greenfestivals.org/index.php?option=com_mtree2&task=viewlink&... .