Who makes business sustainable?

The Green Economy now represents more than $230 billion
annually in sales of socially and environmentally responsible products and $2.2
trillion in investments. In fact, it was
one of the few industries to survive the recession without taking a big hit. Despite
these trends, skepticism of being green persists.

Pursuing greater profits through
practices genuinely improving sustainability requires deep skill. Distinguished from green washing, it takes
sophisticated business management to make sustainability work, creating a need
for sustainability experts. Local companies like Boeing and REI have
realized this and sent employees on their corporate social responsibility teams
to receive training through sustainability courses.

In large corporations, sustainability experts often appear as
intrapreneurs; a term coined by Gifford Pinchot, President of the Bainbridge
Graduate Institute that describes employees that act like entrepreneurs within
their company. They develop new and innovative ideas for their companies and
challenge industry norms. These
intrapreneurs are key to help further sustainability programs in the corporate
world. In fact, global competitiveness of many US firms have suffered from a
lack of internal renewal and reinvention.

While intrapreneurs are often the
catalyst for sustainability initiatives, making money in sustainability
requires practice and does not happen over-night. Employees can gain a competitive edge by educating
themselves in sustainability, whether it is through an MBA program or a course
in sustainable businesses.

No matter how a sustainability program begins, or how large
or small a company is, their goals tend to be similar create programs that
help contribute to the bottom line, responsibly.

Sustainable business programs prepare students to create and
manage successful, dynamic enterprises that build a better today and tomorrow. They are also supplying a new generation of innovators
and leaders with the tools needed to shape a corporate culture supportive of
sustainability goals.

Most traditional MBA programs recognize the growing trend and
are beginning to incorporate classes on sustainable business into their
curriculum. In fact a survey from Beyond
Grey Pinstripes in 2010 discovered that the percentage of business schools requiring a course on
business and society issues has doubled since 2001.

Sustainable MBA programs dig deeper to discuss how and why ecological
and social sustainability practices are a necessity in every company. Industry concentrations in key sectors
provide students the opportunity to analyze challenges and implement
on-the-ground solutions for their industry.

Forward-thinking companies, business
leaders and middle managers are all recognizing this trend, but are hesitant to
take action or dont know where to start. Higher education and continued
learning are smart investments for businesses to make, even in this down
economy. As executives learn new skills
and apply them to real world issues, theyre able to make informed business
decisions and find profitable solutions that support their companys
sustainability goals.

Now
is the time for companies and individuals to take a step forward and recognize sustainability
as an innovation opportunity. In the
past few years, theres been a growth in consumer awareness and understanding
of sustainability has led to the growing market for sustainable businesses,
products and services. But we still have
a long way to go.

John Gardner is the Dean of the Bainbridge Graduate Institute. He was
previously the Vice President of Advancement and External Relations for
Washington State University and has more than 20 years of experience in the
sustainability realm.