In today’s world, when you hear the word green, it no longer just represents a color in your son’s or daughter’s crayon box. The meaning of this once simple word has truly grown into a cultural and environmental phenomenon. It‘s amazing how quickly the word green has taken on such an important role in our current society. Whether you now drive a hybrid car or simply have decided to ride your bike or take the bus to work, many of us have tried to take one step or another in becoming a more environmentally conscious society.

What’s even more amazing is the impact this term now has in establishing and building the economic futures of regions as part of their road map to prosperity. Incorporating and promoting green business practices in an area is now a primary strategy in attracting and retaining new business and ensuring a sustainable, environmentally friendly community for future generations to enjoy. Our Greater Lansing Next strategic plan incorporates this philosophy and identifies it as one of the essential characteristics a region must possess in order to reinvent itself.

What business owners and regional leaders are realizing is that with green infrastructure comes new opportunity. When a region is recognized as being green, it can find itself at an advantage in not only attracting and retaining the knowledge workers that are key to effective competition in this global economy, but attracting the cutting-edge industries as well.

There are many initiatives already in place that work toward creating a stronger green economy and community. Projects such as the Capital Area Transportation Authority’s clean commute option, a free program that allows individuals to use alternate forms of transportation, or Michigan State University’s recycling center, helping to promote the importance of recycling within a college population. The Adopt-A-River program presented by the Board of Water & Light and Impression 5 Science Center is a wonderful example of stewardship for such an important natural resource: the Grand River.

Companies are also learning how sustainability through green initiatives can be good for the bottom line, increasing profitability and the overall vitality of their business.  Just take a look at some of the major companies in our region that have incorporated environmentally friendly practices into the foundation of their business. Michigan State University Federal Credit Union, General Motors Delta Township assembly plant, Granger Construction Company and The Christman Company have all earned LEED (Leadership in Energy and Environmental Design) certification, by adopting a suite of standards for creating environmentally sustainable construction developed by the LEED Green Building Rating System, including energy efficiency, indoor environmental quality, materials selection, sustainable site development and water supply. Others can follow the lead set by these companies too, by determining ways to reduce your buildings’ energy consumption.  Just visit the Department of Energy’s website at www.eere.energy.gov for more information on this.

Other communities can help us set our course.  In the state of Minnesota, they adopted a green communities initiative, designed to foster the creation of affordable, healthier and more energy-efficient housing. In the five years following their 2005 launch, the Minnesota community collaboration invested $700 million to build and preserve nearly 16,000 green affordable homes, while transforming local, state and national policies. In Fairfield, Iowa, a former city council member worked with the region’s primary energy provider to implement a comprehensive energy efficiency project to reduce energy use in all city-owned buildings by 30 to 40 percent. In Boston, the Red Sox continue to successfully implement sustainable habits and technologies launched in 2008. The Red Sox, in partnership with internationally renowned environmental group Natural Resources Defense Council (NRDC), are executing a five-year plan to bring green practices to Fenway Park, America’s most beloved and oldest ballpark. They are committed to environmentally sustainable practices throughout the organization and to helping protect and preserve the environment and the neighbors around Fenway Park.

Portland, Oregon was the first city to enact a plan to reduce its greenhouse gas emissions.  The city shows its sustainability through numbers—over 50 buildings meet or exceed U.S. Green Building Council standards, they have 74 miles of biking, hiking and running trails, 92,000 acres of green space, and nearly 100 percent of their energy supply comes from renewable sources, like solar-powered parking meters.

When it’s all said and done, being green really does matter. Encouraging more proactive and innovative ways to do business and ensuring a strong and sustainable green economy are no doubt characteristics that help drive our region to greater economic success.

		Denyse Ferguson is the interim president and CEO of the Lansing Economic Area Partnership (Leap, Inc.), the region’s leading economic development organization.