Everywhere you look, it’s there. Going green, global warming, hybrids, carbon credits, carbon neutral, carbon foot-prints, renewable fuel, renewable building materials; the buzz-words could go on for this entire column. In this issue of Prospecting, I thought I’d explore the business side of sustainability. A few issues ago, I submitted my thoughts on the evolution of the environmental business and how a "tipping point" is near that could potentially blow the top off of our business. But until then, if I may be so bold, "is anyone making any money at the sustainability stuff?"

Fundamentally, the idea behind true sustainable practices is not for profit, but for the greater good of our planet and to leave a legacy for our children and grandchildren. But given the public buzz and the level of media attention, you would think anyone working in our field is rolling in cash. The opposite seems to be true. I understand there are companies and individuals profiting from the green movement, but on the whole, it seems the majority of the activity is speculative. Renewable fuels are living off of government subsidies, consumer spending for "green products" is spotty, and the progression of solar and wind power is sluggish at best. Don’t get me wrong, I’m a believer, I personally feel the movement has great value, but I’m looking specifically at the business prospects associated with the movement and what it means for those of us in the business today. Short-sided? Maybe, but I’d bet I’m not the only one thinking it.

Most environmental services companies are expanding services and products to address growing demand for "green" in some way. ATC is no different. We have augmented our existing offering to include services that help companies with their sustainability programs. But the growth rate is not consistent with the media attention we see. The fact is, sustainability practices (or any business practices for that matter) must directly impact a firm’s bottom line in order to convince a CEO or CFO to commit resources. The result is lots of interest, but not much buying because the return on many of the sustainable practices are difficult to measure and conservative operations need more proof of positive ROI. Energy management, water use, and recycling are areas where companies can see direct, short term impact. However, is this sustainability or simply efficient business practices that should be taking place anyway? Sustainability, from what I understand, goes far beyond conservation.

Maybe we are simply at the beginning of the business cycle for sustainability. Maybe the ROI is still in question. Maybe companies are waiting for regulation. Who knows, maybe service companies are not meant to profit from it at all.