“Sustainability really makes the most sense over the lifecycle of the building.” -David J. Beinetti President and Senior Principal, SWBR Architects

Alternative energy. Green building. Sustainability. Environmental responsibility. As these familiar terms suggest, the concept of “going green” has invaded the national consciousness. But beyond being the “in thing,” green business practices represent the growing trend toward the preservation of natural resources.

Linda Christopher, executive director of the national organization, GrassRoots Recycling Network (GRRN), explains there are three stakeholders-consumers, government, and the business sector-who each have a role in protecting the environment. The good news for business is that doing the right thing environmentally can lead to a healthier bottom line. By incorporating green business and building practices, you can boost savings, gain customers, and increase revenues.

Sustainable Business Practices
Chris Pape, president and CEO of Monroe Litho, is an area business leader who is committed to environmentally sound business practices. “If we don't do something to make a sustainable environment for ourselves, then somebody down the road is going to pay a big price.” Pape has followed through on that commitment with his renewal of a three-year agreement to operate on 100 percent wind power.

Tony Harris, vice president of sales and marketing for Monroe Litho, states, “It was the next logical step for us,” and notes that the purchase will prevent nearly three million pounds of CO² pollution per year. In addition to wind power, Monroe Litho has adopted many company-wide, environmentally friendly initiatives such as switching to reusable 55-gallon ink drums, incorporating citrus-based solvents, and a conscious reduction in paper usage.

“If we don't do something to make a sustainable environment for ourselves, then somebody down the road is going to pay a big price.” -Chris Pape President and CEO Monroe Litho

Lorna Midgelow, current program director of the Rochester Green Business Network (RGBN), agrees. “Our whole ethos is what's good for the environment is good for business,” and she says that most businesses that adopt green standards actually save money by doing so. “If they own a green building, it may have cost them a little more up front, but in the long term it is going to save them money.”

Danelle Giannini, RGBN's incoming program director, uses waste as an example. “If you look at waste as being an environmental issue and an inefficiency issue, obviously looking at your waste and finding ways to reduce it is good for the environment-and it's good for the bottom line.”

LEED^® Buildings
David J. Beinetti, president and senior principal of SWBR Architects and designer of numerous green buildings in the Rochester area, says, “Sustainability really makes the most sense over the lifecycle of the building.” Because of that, every single project that SWBR does has aspects of sustainability to it, whether that is in the form of specifying low VOC (volatile organic compounds) paints to looking for steel and concrete with high recycled content.

For new builds, the Leadership in Energy and Environmental Design (LEED®)Green Building Rating System provides a guide on constructing new buildings with environmental concerns in mind. Everything from site location to energy and water efficiency to materials used are taken into consideration, and each project is given a rating based on the number and quality of the improvements made. Beinetti explains, “It's a means of understanding what needs to be done, and it's a method of getting certification. If you meet certain standards, you will be a registered LEED® project in the industry and you'll be able to take your place, so to speak, with others who have done the same thing." He is also quick to add that you can build a sustainable building without following LEED® and that some changes are easier and less expensive than others to make, depending on your project.

“Looking at your waste and finding ways to reduce it is good for the environment, and it's good for the bottome line.” -Danelle Giannini Incoming Program Director Rochester Green Business Network

Fixing the First-Cost Mentality
Many business owners fear changes in the current climate of environmental responsibility, especially since it can mean a greater financial outlay, yet still others believe it is the right choice for the future and for business no matter the cost. But green buildings are not nearly as costly as one might think, especially if long-term effects are taken into consideration.

 In fact, Beinetti states that many changes cost no more than traditional building while others may take two or three years to recoup the costs. “Some things are going to have a quick payback; some things are going to be a longer payback.” Either way, Beinetti says, it is important to break away from a first-cost mentality.

 Giannini agrees saying, “When you get yourself to the point that you can see a longer horizon than the next quarter, then it will make sense to invest more today to save in the future.” Beinetti cites an example from the University of Maryland where the funds recouped on operating expenses for every two greened buildings have been enough to fully cover the cost to renovate one other building.

Softening the Blow
One way to buffer the initial costs is through grant and incentive programs. Midgelow notes, “There are a lot of programs available that business owners are often not aware of." These include anything from technical resource grants to grants for research and development of environmentally sound products, as well as tax incentives and low interest loans on LEED® certified projects.

Another often-overlooked benefit comes from healthier buildings and increased worker productivity. Beinetti says there is “no question that green buildings are healthier,” especially when you consider the cleaner materials and more efficient systems being put into them. Midgelow adds, "There are studies on workplaces such as when they are better environmentally, they increase their productivity.”

For Pape, he believes the improvements he's made have saved him money in the long run. “Productivity has gained. Our people are healthier, and we're not losing downtime, so that was a good investment.” He adds his company is also saving by not having to pay penalties on VOC calculations and by paying lower insurance rates due to a safer, healthier building.

Positively Green Markets
Pape has also found other ways to be both environmentally sound and financially profitable. For him, one of the most important steps has been certification by the Forest Stewardship Council (FSC). As the seventh commercial printer in the nation to earn the FSC Chain of Custody Certification, Monroe Litho now offers customers the option to choose papers that come from certified managed and renewable sources. Harris notes they are gaining more and more customers who choose FSC papers and says this year those jobs will make up 30-50 percent of their business.

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“From a marketing standpoint, it's been a huge positive,” Pape says, adding that because they have been industry leaders in sustainability they have been asked to educate others and have made great connections. “We have landed the opportunity to work in some very large companies around the United States based on our green initiative.”

Midgelow explains that small- to midsize-companies often gain work with larger companies through what she calls the green supplier chain. “The green supplier chain is the model where you have the big company link who then wants their suppliers to be greener, so it starts to filter down the links of the chain.” So as larger companies make the decision to become more green, there is opportunity for smaller companies who have green practices in place to become suppliers and increase their own revenues.

And the reason many companies both large and small are greening up is because of demand. Of green building design, Beinetti says, "To say that it's entirely motivated because we believe it's the right thing to do would be short-changing the realities that there is a demand and a need for it. Clients are expecting it, demanding it and looking for it, and our abilities in this area position us better to be able to satisfy the needs of clients.”

“Our whole ethos is what's good for the environment is good for business.”  -Lorna Midgelow Program Director Rochester Green Business Network

Where Do I Begin?
Midgelow cautions that while businesses in the Rochester area have begun exploring certain technologies to move sustainability forward, there is still a gap in how much we put into practice. Giannini explains, “You have to walk the talk or there's no legitimacy to what you say.”

Beinetti agrees, “As a business we are trying to be consistent with the agenda that we are promoting," and adds, "We can't be strong proponents and carry the flag, and sell the service and promote this for our owners and clients if we're not going to do the same thing.”

 And changes can be made in small steps. Giannini calls going green a journey and says, “There's a hierarchy of actions that you can take." And that's certainly held true for Pape. He notes that his initial goal was to simply reduce waste, and that goal eventually snowballed into many green initiatives. “It's an infectious sustainability,”Pape says and adds that now his employees suggest to him ways to save energy and cost. And with each step on the journey towards green, companies can fulfill their responsibility to the environment while increasing their potential for growth.

BSM