GUEST WORDS - The concept of Sustainability as a core of business practice has gained great popularity in the last ten years. Yet, there are few organizations that know what to do to function more efficiently and more “green”.
The pressure is made greater when abundant new “sustainability businesses” have to compete in an increasingly saturated market. Green experts appear daily and must stand out to claim the shrinking development and construction dollars.
Other businesses aim to become more responsive, successful and sustainable, but often find they are conducting the same old business in the same old manner.
Hyper competition and market domination continue to foster an environment where the fittest survive and all others become casualties of the market place.
The very notion of “sustainability” invites us to think differently about how we conduct business, generate profit, relate with each other and stimulate growth. Sustainable development recognizes that success and profit as cornerstones of a capital market but also assumes responsibility for the viability and continuity of future generations. In other words, we cannot succeed at the expense of our children’s futures.
Today, there is an immediate need to think outside of the box. It is no longer enough for businesses to do well while being cautious not to endanger future generations. The urgency of today is for businesses to profit responsibly while simultaneously serving as engines that nurture a new economy where all can participate.
We must do well and, at the same time, assume responsibility to re-energize the present economic environment that has witnessed a devastating decline of our middle class.
Rather than wait for the economy to improve or for the government to bail out the pillars of our economy, a truly sustainable business practice must recognize itself as the engine that propels growth and opportunity assuring engagement of those who are marginalized.
A thriving, sustainable economy is possible when everyone is able to play a vital part. A truly sustainable business recognizes itself as an integral part of the community and the people it represents.
USGBC-LA counts on the support of over 1,600 members in the greater Los Angeles region and tens of thousands of supporters, businesses and organizations that practice this message of sustainability and broader community stewardship. Examples of organizations that practice true sustainability abound in the USGBC-LA membership base.
Bentley Prince Street is a unique business, not just because it is a Platinum LEED Certified manufacturer of non-toxic carpeting that recycles almost 100% of all its waste, but also because it teaches sustainability to its employees, who then adopt these practices to improve production, reduce waste, and increase company profits.
These same employees go home and teach their children. Their children grow up having an understanding of the delicate relationship they share with the environment.
Employees at BPS are healthier, happier and more successful because their ideas are valued as contributors to the collective success of the organization.
Von’s Credit Union provides another example of an organization that has created a healthy work environment. At their Gold Certified building in El Monte, President Steve Weakley has built a workout room and hired a full time personal trainer to provide fitness coaching and yoga classes to employees.
Employees are healthier and happier at work, accruing less sick time while Von’s credit union, continues to prosper in the community giving credit to those no other bank will.
In an age of growing demand, shrinking resources and ruthless economic markets, business must conduct an internal analysis, reclaiming the higher ideals of their mission and vision. To survive in these tough times, businesses must determine how to function in a more sustainable fashion--not stopping at simply reducing waste and redundancy, but also assuming an active role in caring, nurturing and supporting the communities where they thrive.
USGBC-LA’s Community Partners initiative strives to strengthen the bonds that businesses have to those they serve. We partner with organizations to design and implement projects that make a difference in the community.
Whether it is working with Los Angeles Community College District to develop Green Career Certification, or working with the Institute for Real Estate Management to create a design competition for children and adults, building urban garden projects for children, or assisting Southern California Gas Company to provide classes and support to those seeking employment, USGBC-LA will make sustainability accessible.
This September 28, USGBC-LA will host its 8th Annual Green Gala at the Aquarium of the Pacific. This celebration represents a coming together of businesses and organizations deeply committed to sustainable practices.
I invite you to come celebrate with us and let your presence symbolize your collaboration as we transform our economy and our living environments.
(Dr. Jorge Partida is Executive Director of United States Green Building Council-Los Angeles. USGBC-LA.org)
-cw
CityWatch
Vol 10 Issue 76
Pub: Sept 21, 2012
