They also tend to maintain organizational flexibility, which is valuable as innovative solutions become more prevalent. Russo found that green companies attract new customers because many consumers are eager to buy earth-friendly products. Research shows about 46 percent of the population is interested in buying organic food. A reputation for being an environmental leader also can act as a magnet that attracts the best and the brightest workers. Still, the sustainable movement has been met with resistance.
Businesses are reluctant to tinker with formulas that have been working for decades.
Mary Bernhard, senior manager of environmental policy for the U.S. Chamber of Commerce, said most of the businesses she works with already feel as if they're doing their best to better the environment. As for dialogue on sustainable development, Bernhard said it doesn't exist. The issue is not exactly the hottest topic among the chamber's 170,000 members. She also said companies are prone to giving up being green because regulations create costly roadblocks. There's no question that environmental rules do cost money.