Makower on the Green Business Bubble: There isn’t one

earth_bubble.jpgHaving been thinking about “Green” for a long time, I’ve been very concerned lately about the idea that we’re in the midst of a bubble in terms of public awareness of environmental issues. If I were Alan Greenspan I might be calling for a ‘cooling of an overheated economy’ – the fear is that people are jumping on this bandwagon without much of a clue and that if any number of things, like a crash in oil prices, were to happen then interest would evaporate like just another fad…
But when you look specifically at the greening of business, you get a much different story, with a much rosier future:

Joel Makower’s excellent piece the other day sums it up: Green Business, as a public interest, may have appeared seemingly overnight in the media, but the principals and practice behind it have been decades in the making. Makower points out ten important points, summed up by: “The environment is now being seen increasingly as a potential value-add, not merely a cost to be minimized.”
And, I might add – doing things “greener” will be even more critical in the developing world as resource availability (including fresh water) becomes more of an issue. The US has barely begin to have the problems that are already plaguing India and China. If companies from those regions learn to do things in vastly cleaner and more efficient ways, where does that leave the of the US?

Nick Aster is a new media architect and the founder of has since grown to become one of the web's leading sources of news and ideas on how business can be used to make the world a better place.

Prior to TriplePundit Nick worked for Mother Jones magazine, successfully re-launching the magazine's online presence. He worked for, managing the technical side of the publication for 3 years and has also been an active consultant for individuals and companies entering the world of micro-publishing. He earned his stripes working for Gawker Media and Moreover Technologies in the early days of blogging.

Nick holds an MBA in sustainable management from the Presidio School of Management and graduated with a BA in History from Washington University in St. Louis.