In June of this year, Hawaii became the fifth state to pass a law defining credentials local companies must go through to earn a certification as a "green business," following New Jersey, Virginia, Maryland, and Vermont. Hawaii's law is known as the Sustainable Business Corporation. This law will really help companies here commit to going green. Recently, I went to a talk by Trevor Asam, of Cades Schutte, a local law firm that helped get the legislation passed.
Asam said that the passing of this bill was largely credited to those environmental activists who came before the new generation of green businesspeople. For some context, he also cited the problem of the Sustainable Forestry Initiative (SFI), which spurred demand for for good metrics in reporting.
SFI is an industry backed "eco-label" with fuzzy and non-transparent standards about what the certification actually measures. Further, the group has been accused of certifying plots that had been clearcut, old growth harvest, riparian harvest, and other unsustainable practices. SFI came about right after a bunch of activists helped create the Forest Stewardship Council (FSC). FSC is a much more rigorous standard, and Asam pointed out that if you were one of the first few companies that jumped on board with an FSC label, you got shafted, to some degree, at least in terms of payoff, because SFI went out and confused the public about what sustainable forestry meant. Those companies didn't get the marketing benefit of an ecolabel because the situation got muddied quickly, and consumers, at least at the beginning, didn't know the difference.
The law in Hawaii will eventually turn into a process for issuing tax breaks to companies exhibiting a public benefit. Sustainable business corporations must meet the following criteria:
Scott Cooney is the developer of a new Triple Bottom Line, Monopoly-esque board game, and the author of Build a Green Small Business (McGraw-Hill).
Scott Cooney, Principal of GreenBusinessOwner.com and author of Build a Green Small Business: Profitable Ways to Become an Ecopreneur (McGraw-Hill, November 2008), is also a serial ecopreneur who has started and grown several green businesses and consulted several other green startups. He co-founded the ReDirect Guide, a green business directory, in Salt Lake City, UT. He greened his home in Salt Lake City, including xeriscaping, an organic orchard, extra natural fiber insulation, a 1.8kW solar PV array, on-demand hot water, energy star appliances, and natural paints. He is a vegetarian, an avid cyclist, ultimate frisbee player, and surfer, and currently lives in the sunny Mission district of San Francisco. Scott is working on his second book, a look at microeconomics in the green sector. In June 2010, Scott launched GreenBusinessOwner.com, a sustainability consulting firm dedicated to providing solutions to common business problems by leveraging the power of the triple bottom line. Focused exclusively on small business, GBO's mission is to facilitate the creation and success of small, green businesses.