A new survey indicates that despite the lack of measurable ROI, companies still embrace sustainability based on both potential economic reasons and the hope of product differentiation in the current marketplace. Thus, green is still cool for the customer and they will seek providers who offer sustainable products.

Still, the payoff will have to come soon for most companies to continue to subsidize the costs of this green compliance.

And, in a future economy we will all be driving hybrids and wearing clothing made of corn products. Dream on. We will all buy green products or make green products when it makes economic sense to do so.

For more information, check out this Newsweek article.

John Bradley Jackson

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