The physical beauty of our Pacific Northwest region combined with a booming tech industry continues to draw people to our high-growth cities of Seattle and Portland. Daily, we feel and see this change with more traffic on the roads, more cranes on the skyline, homeless encampments in what seems like every nook and cranny, and an overflow of cars at our favorite trailheads.
Green Canopy launched in 2009 to combat and lessen the negative impacts of climate change and resource scarcity through in-city homebuilding. Nearly 10 years later, we find ourselves in the epicenter of rapid change. As a mission-driven Certified B Corp Company, Green Canopy inherently feels a responsibility to lean in further to the challenges we are experiencing in our high-growth cities: resource scarcity and global warming, urban sprawl, and housing crisis of affordability and access.
The Company recently paused to examine the broader purpose of our work as an urban infill residential developer and fund manager — going through a process to define our Theory of Change. A Theory of Change is a visual road map to creating the change we want to see in the world and provides a target to which we align our strategies, outcomes, and goals. We began this process with guidance from Jane Reisman, a Social Impact Advisor with over 29 years of experience in strategy and evaluation. The benefits to developing Green Canopy’s Theory of Change became clear early on and continue to bring stakeholder alignment, shared language, and metric alignment.
Green Canopy’s Theory of Change was recognized as a model for transformation in the impact investing community through a case study funded by the Rockefeller Foundation: “The case study provides an illuminating example of how investors can adapt Theory of Change to serve their impact management needs. By demonstrating the relevance and transferability of this tool for articulating, measuring, and managing impact, the hope is that this case study can contribute to strengthening other investors’ approaches, in turn contributing to building the evidence base for the “impact” of impact investments.”
The 2017 Green Canopy Impact Report takes the first step towards aligning our current metrics to our Theory of Change. Our intent for the coming year is to reassess and refresh the metrics to ensure we continue to make progress towards achieving our Theory of Change as well as to further align with common industry standards.
We believe in a better future and the Green Canopy Team — with our partners and communities — is doing the deep work to help us achieve this vision.
Thank you for being an integral part of our
Director of Investor Relations & Impact
The book Drawdown maps, measures and models the 100 most substantive, existing solutions to reverse global warming. The analysis identifies clear opportunities for the building sector to help play a role in drawing down carbon from the atmosphere (Rooftop Solar #10, Electric Vehicle #26, LED Lighting #33, Heat Pumps #42, Walkable Cities #54, Net Zero Energy #79). The Seattle Master Builders Association’s Built Green Program demonstrated this potential in the 2017 report, which found Built Green 4-Star and 5-Star homes were 33% and 40% more efficient respectively than comparable code-built homes.
2017 marks an important pivot point for Green Canopy as the company completed our first Net Zero Energy Home. Net zero energy homes produce enough energy to offset their energy consumption needs over the course of a year through solar energy and ultra-efficient systems. This represents the future of the Company as we rotate our entire pipeline to build only Net Zero Energy Homes in the coming months and years ahead.
“Our Net Zero Energy program is the result of a culmination of 10 years of system, process and team development... This is not the end of our sustainability journey, but it is a very important next step.” — Sam Lai, Cofounder
FIRST NET ZERO ENERGY HOME COMPLETED | 100+ IN PRODUCTION | 728,112 POUNDS OF CARBON MITIGATED IN 2017
Green Canopy builds good homes that are affordable by utilizing best-in-class materials and construction methods. Our homes use non-toxic materials and finishes, fresh air ventilation systems, and Blueskin technology to provide a weatherproof structure with high air quality. In 2017, all Green Canopy’s homes were certified to Built Green or Earth Advantage standards.
In addition, the Company reviewed and assessed the “Red List” of commonly used harmful building materials. Of the 65 materials listed by Miller Hull and the Living Future Institute, Green Canopy identified 30 materials the Company was already compliant with, and immediately removed 12 additional materials in our supply chain. We are working to find alternatives for the final 27 materials.
Green Canopy’s program with the Washington State Housing Finance Commission (WSHFC) has allowed the Company to sell 11% of its total sales at more affordable and accessible prices compared to standard market rate homes. In 2017, Green Canopy built an average of 5 homes for each project site, where there typically was one — offering more homes at a lower price-point in urban communities and adding walkability to schools, parks, transportation and amenities.
In 2017 Green Canopy developed its fourth fund offering, Cedar Fund, which provides greater access and affordability to families earning 80% of area median income.
“The Cedar Fund puts us in a unique position to not only draw down carbon, but to also lift up our communities.” Aaron Fairchild, Chief Executive Officer
100% CERTIFIED BUILT GREEN OR EARTH ADVANTAGE | 6 AFFORDABLE HOMES IN PRODUCTION WITH WSHFC
Our Pacific Northwest identity is interwoven with our farms, forests, wild lands, and salmon streams. Green Canopy believes honing the ability to develop density in our urban infill walkable communities is essential to reduce sprawl and preserve our wild lands. Green Canopy has created the skill to selectively develop unique lots in our high-growth cities while consistently containing costs, providing a model for residential developers nationwide. For each project site, Green Canopy responsibly deconstructs and recycles the majority of the existing structure and replaces one home with an average of 5.
Green Canopy continuously strives to keep as much of the deconstructed home out of the landfill as possible. In addition to recycling and reusing, Green Canopy developed a partnership with 118 Design, a program that offers job skills to former gang members and recently incarcerated men from the 98118 zip-code. The 118 Design team salvages lumber from the deconstructed homes and repurposes the wood into urban-inspired furniture and wood-clad walls inside Green Canopy’s homes.
“My environmental ethic formed through hours and hours of playtime as a child in our Pacific Northwest mountains and forests. I am motivated to preserve these spaces so my daughters acquire the same sense of connection to our planet.” — Andy Wolverton | Chief Financial Officer
90% OF ONSITE CONSTRUCTION WASTE RECYCLED | 95% OF DECONSTRUCTION WASTE RECYCLED
In addition to reducing operating costs and providing a healthier, livable space, a net zero energy home is generally more resilient. The shift to develop all Net Zero Energy Homes combined with efforts to transform the real estate market towards more sustainable and resilient housing will provide critical built environment infrastructure improvements.
Cities with strong social networks and social inclusion have also been shown to bolster resilience. Green Canopy is working to increase access and inclusivity to highly desirable neighborhoods through efforts including increasing density, partnering with the Washington State Housing Finance Commission to increase affordability, by launching the Cedar Fund and authentically engaging neighbors in Community Meetings. Before acquiring a property, Green Canopy invites surrounding neighbors to a Community Meeting to engage in an authentic dialogue around Green Canopy’s mission and the project design.
The Company also bolsters the resilience of high-growth cities through job creation. In addition to the 27 high quality jobs provided within the company, on average 95 jobs across the trades are utilized for every project site.
“I appreciate that you offer community meetings and a seemingly genuine interest in what matters to the neighborhood.” — Green Canopy Property
95 JOBS CREATED FOR EACH HOME BUILT | OVER 10 MEETINGS WITH POLICYMAKERS AND EDUCATIONAL TALKS GIVEN IN 2017
Impact investing is a rapidly growing industry powered by investors who are determined to generate social and environmental impact as well as financial returns. Green Canopy is an experienced fund manager and has earned a strong reputation for being engaged and transparent. The Company has successfully managed three real estate funds totaling around $45M AUM with over 100 investor accounts. Green Canopy routinely achieves financial and impact returns aligned with investor expectations. The third fund, the Birch Fund, has returned a total of $2.8 million to Green Canopy investors, with a realized annual return of 11.19% through Quarter 4 of 2017.
Green Canopy’s sophisticated approach to creating new financial vehicles for the impact investor is highlighted in its fourth fund offering — the Cedar Fund. The Cedar Fund was developed in response to the current challenges in our high-growth communities, bringing net zero energy homes to market alongside greater affordability and inclusivity for families earning 80% area median income.
“I’ve been happy with the reliable returns I’ve received with Green Canopy’s fund offerings. They’ve been a win-win: solid returns paired with environmental outcomes I value.” — Kathy Washienko | Investor
$2.8 MILLION RETURNED TO BIRCH INVESTORS IN 2017 | RAISING CAPITAL FOR 4TH FUND OFFERING — CEDAR
Deep work refers to the ability to focus, quickly master complicated information, and produce better results in less time. While Green Canopy hones this skill across all channels there are four areas of practice where the Company shines:
“Green Canopy’s monthly Leadership Training has been instrumental in fostering a culture of engaged employees who are actively working toward maximizing their potential." — Ami Nieto
8 PROFESSIONAL LEADERSHIP TRAINING SESSIONS GIVEN TO ALL EMPLOYEES | 63 BROKERS GIVEN GREEN BUILDING TRAINING
By Kyle Mylius | Director of Investor Relations and Strategy | Green Canopy
Part one of this two-part series highlighted the residential real estate market opportunity in Seattle and Portland.
Why is now the time to use business as a force for good? The region’s economic growth and prosperity have fueled urgent social and environmental challenges. If we fail to mitigate these unintended consequences, the costs to do so in the future might very well swamp the near-term benefits and wealth our robust local economy generates today. Instead, we can respond now to the observed market signals and feedback loops by investing some of the capital generated into thoughtful, holistic and practical solutions to those social and environmental issues.
At Green Canopy, we embrace the Chinese dictum, “The best time to plant a tree was 20 years ago. The second-best time is now.” As a for-profit company backed by shareholders, we seek to make money and create long-term company value through various verticals in real estate. But we are also driven to create real estate projects and financing models that allow us to live into the world we envision as manifested within our Theory of Change. This compels us to use a portion of the company’s resources to create vitally important social and environmental value for our shareholders, homeowners and neighbors who collectively make up the fabric of the communities in which we live, work and play.
We do this by running toward these challenges and recognizing them as opportunities. For example, we help mitigate global warming by building net zero energy homes. In so doing, we create value in new homes — value that home buyers, renters, banks and appraisers will increasingly recognize. In time, more and more home builders and will want to capture that value and build to a net zero energy standard, making meaningful progress toward slowing our local impact on global climate change.
Beyond this very practical business imperative, lies an awareness within Green Canopy that our built environment has tremendous impact on the natural environment. We recognize that we have a responsibility as a real estate developer to change the ways homes are built and perform. Therefore, we endeavor to design homes to have increasingly less impact on the Earth compared to typical “code built” homes. And aspire to ultimately design and build homes as carbon sinks and regenerative structures that help reverse global warming.
We need to find ways to alter humanity’s relationship with the environment, and have the courage to execute those new ideas. I’ve come to believe that each person should shoulder some of the responsibility for not only adhering to environmental best practices but for creating new, practical models for protecting our world. We owe the world our physical labour and our earnest brain power.
-Dan O’Brien, Food for Thought: How a buffalo herd taught me to be a responsible capitalist, Beside magazine Vol 2
We cannot succeed in our goals if we serve only the wealthy. Net zero energy homes should be accessible to all homeowners and renters, including the 35 million Americans who spend an inordinate amount of their income on energy bills. Accordingly, Green Canopy is expanding inclusivity in the urban neighborhoods we serve. We are doing this by creating investment structures that attract like-minded investors, enabling us to scale our work and build more affordable homes within desirable urban neighborhoods.
We are often asked, “Why?” Or even, “We get that environmental sustainability, and features like net zero energy can also be financially profitable. But can’t you just let non-profits and public agencies tackle housing affordability?” Our answer is a resounding, “No.” As systems thinking has taught us, social and environmental problem sets are inextricably linked. Solving for one without considering the other would be an inefficient and potentially even counterproductive use of capital.
Traditional urban residential development approaches and financing tools perpetuate multi-generational and systemic exclusion and inequality. The magnitude of the challenge demands a multi-pronged solution, as expanded on in the Seattle Times and and the New York Times. We are driven by more than a sense of moral obligation, more than an opportunity to both make money and do good. We do this work because we and our stakeholders enjoy power and privilege that — absent of taking a different approach — will only perpetuate and expand social injustice and environmental degradation in the place we all call home.
As long as we participate in social systems, we don’t get to choose whether to be involved in the consequences they produce. As such, we can only choose how to be involved, whether to just be part of the problem, or also to be part of the solution. That’s where our power lies, and also our responsibility.
-Allan G. Johnson, Privilege, Power and Difference
Another question we get is, “So what is the cost for doing this work?” We have calculated the costs and it’s not as much as most assume, whether measured in profit margin to the developer or financial returns to investors. And what is often underappreciated, in part because it is harder to measure and quantify, are the benefits of reduced risks to the developer’s brand, the costs of obtaining permits and entitlements, and the ability to sell homes and differentiate value in a competitive market, to name just a few. Similarly, investors who back our work are taking a long-term perspective in seeking sustainable value creation and financial returns that do not extract value at the expense of others and the environment.
The stakeholders of Green Canopy work in earnest to use our time, talent and capital to harness the economic growth and prosperity of our region for the benefit of all. We acknowledge now is the time to engage and use business as a force for good, with more inclusive and less extractive approaches and business models than before — recognizing our power and privilege must be used responsibly and ethically. The time to plant the proverbial tree is now.
“As impact investing grows exponentially, the IA 50 has remained a leading and trusted resource for impact investors of all experience levels,” said Jed Emerson, ImpactAssets Senior Fellow, and IA 50 Review Committee Chair. “Our consistent and objective evaluation of impact fund managers is providing financial advisors and their clients with a starting place to make informed investment decisions. And we are helping to catalyze the growth of impact investing by creating a centralized information source in a fragmented field.”
Green Canopy is honored to be featured on the 2018 IA 50 List as one of nine managers in the Real Assets category, one of 13 in Housing, and one of the 12 Certified B Corporations. See the press release here.
Green Canopy is pleased to be featured in the Winter issue of Modern Home Builder Magazine. The feature titled "Green Canopy Homes: Problem Solvers" was written by Tim O'Conner in the "Smart Homes" section. Here are a few quotes:
"Communities and homebuilders are accustomed to working with companies that have craftsmen but that lack a larger purpose. Green Canopy strives to marry its skill for building quality homes with its belief that homebuilding can improve communities."
"When Green Canopy Homes builds a new project, it gets the entire neighborhood involved. The company holds community meetings at the onset of every project, often before it takes ownership of the property."
"'We didn't start the company just to make money," Fairchild says, "We started started the company to make money work for positive change.'"
"In building energy-efficient homes, Green Canopy hopes to evoke change throughout the entire market."
"Affordable homes will build on Green Canopy's effort to solve social problems through responsible building. "Our cities are not vibrant if they are only enclaves of the affluent," Fairchild says.'"
BY AARON FAIRCHILD, CEO
The last two weeks has been a whirlwind of intentional conversations with like-minded, social purpose organizations. The B-Corps Champions Retreat and the following week of SOCAP17 were both intense conferences of shared themes and desired outcomes. A couple things linger in my mind from these social impact conferences:
Pioneers like Thomas Edison have been excited for decades about the use of solar power. “I’d put my money on the sun and solar energy. What a source of power! I hope we don’t have to wait until oil and coal run out before we tackle that,” Edison anticipated. Starting this Fall, the first of many Green Canopy's Net Zero Energy homes will be available on the market in Seattle - with a commitment to offering these high-performance homes at a price that is on par with code-built new construction homes.
I have often cited Daniel Goleman to explain a consumer’s desire to make an impact with his or her invested dollar. In Ecological Intelligence, Goleman explains that consumers will always buy what they perceive to be a less toxic or more environmentally friendly product given price parity with a competing product. While the consumer may not be buying the perceived “better” product to make a positive impact in the world, they are likely buying it because they view the product healthier or better for their family.
This consumer behavior pattern offers a direct analogy for financial investors. It goes without saying that investors invest capital to generate a return. If an investor can invest in an opportunity that generates a similar risk-adjusted rate of return to competing investment opportunities yet the investment will also deliver outcomes that better align with their values, then the investor will likely choose to invest their capital in such a value-aligned opportunity.
Enter Green Canopy. Our mission is transformational; our company was deliberately created with the mission to inspire resource efficiency in residential markets. We have two impact product offerings for consumers to buy.
Our primary impact product is our homes. We build homes that are more environmentally sustainable than what is required by city code and have third party audits verifying our homes meet or exceed a local or national green building standard. In other words, a Green Canopy home is healthier for the planet, consumes less energy to operate (we guarantee that), and is simply a better home than the comparable code-built home. The kicker: we price our homes for sale on par with other homes on the market. We have to price our homes competitively with other homes because if we don’t, buyers would choose to acquire the less expensive yet comparably located and sized home. So buyers of our homes acquire a Green Canopy home at a competitive price that delivers outcomes that align with their needs and values.
Our second impact product is our real estate fund offerings. We currently manage two debt funds that generate competitive returns for investors. If it were not for these funds, we would not have enough debt financing to build more environmentally sustainable homes at our current scale. Investors in these funds buy membership units that are designed to generate competitive rates of return and deliver outcomes that align with their values.
I believe the United States has entered a relatively new era where the general market is looking for values-aligned solutions. I witness this daily in both of our product offerings. However, most consumers and investors remain price sensitive and will continue to be so. This is where many people believe the government and foundations can play a role. However, I don’t believe it is incumbent on the government or others to subsidize product offerings, or for that matter the market to simply accept the market-price mismatch.
Entrepreneurs innovate. The role of being an entrepreneur is to figure out how to bring new product to market in such a way that the market is willing to pay for it. Government incentives and infrastructure are helpful catalysts and support structures for market change. But the role of efficiently bringing new product to market is ultimately the role of entre- and intra-preneurs.
Additionally, foundations, the government and other mission-driven sources of capital can aid in providing lower cost of capital to kick-start product offerings and help stimulate demand (think of the Bullitt Center or the ZHome development). However, values alignment should not be seen as an impediment to bringing socially and environmentally impactful product offerings to market—it should be used as a competitive advantage. Sound business people focused on values-based product offerings will continue to innovate within the cost/price constraints of the market and ultimately bring more and more highly sought after product to meet consumer demand. Impact alignment and the balance between supply and demand are really just a matter of time and innovation.
Contributed by: Aaron Fairchild, CEO of Green Canopy, Inc.
"The current fight over how we should pay for affordable housing, and who will fund it, is beating on the wrong drum."
Social and environmental impact investing and businesses continue to capture the interest and imagination of the Pacific Northwest, part of a broader global trend. Local early adopters affiliated with Element 8, Impact HUB Seattle, Seattle Impact, Mission Investors Exchange and other institutions and individuals have forged impact investment paths that many others now find themselves traveling. It’s exciting to see the local impact investing ecosystem and communities flourish. However, a market imbalance persists with more impact investor dollars available than the limited number of qualified investment opportunities can absorb. Fortunately we’re seeing signs that the supply of impact investment opportunities is starting to catch up with demand from impact investors.
Green Canopy is an example of an impact-investor funded company that has been fueled by local early adopters. The company operates in a commodity industry: designing and building single family homes. However, we have been fortunate to attract thoughtful, impact-motivated equity and debt investors, due in large part to our mission, vision and values focused on achieving long term positive environmental and social change while simultaneously pursuing solid financial results.
Since 2011 Green Canopy has acquired nearly 90 projects; steadily building a community of homeowners, real estate agents, employees, shareholders and fund members that share our passion to inspire resource efficiency in residential markets. Importantly, we pursue our mission while being uncompromising in achieving key sustainability metrics, paying our employees a fair wage, selling our homes at fair market prices and generating long term shareholder value. Green Canopy has an opportunity to demonstrate it is not only possible, but highly rewarding for all involved to create and operate under a business model predicated on shared, blended value creation.
Similar opportunities are emerging across a wide spectrum of investment strategies that seek to satisfy growing consumer and investment demand for highly impactful market-driven solutions. As Seattle continues to attract tens of thousands of employees each year to fill quality jobs at companies like Amazon, Nordstom and Microsoft, our entire region feels the benefits. And yet, we are all faced with the unintended consequences of the additional infrastructure needed to support increased demand for critical services, including affordable workforce housing. The current fight between the City and the Coalition for Sustainable Jobs and Housing over how we should pay for affordable housing, and who will fund it, is beating on the wrong drum. Neither side seems to be asking the right questions or putting forth a broadly acceptable or effective solution for quickly increasing the supply of affordable workforce housing.
One example of an alternative solution is Bellwether Housing’s recently launched Seattle Futures Fund. Bellwether has successfully developed and managed affordable workforce housing in Central Seattle for 35 years. However, as affordable housing has become an increasingly rare commodity in the communities Bellwether serves, the organization has had to innovate how its projects are financed; necessity = the mother of innovation. Through the Seattle Futures Fund, Bellwether believes it will more rapidly scale the number of units available to house social workers, teachers, baristas, police officers, firefighters, government workers, data center workers and others that serve our communities. A potentially wonderful, local example that attracts private capital as part of the solution to develop housing that is affordable and accessible to our urban working families.
As a community, we must collaboratively develop innovative, smart, market-driven solutions to problems that impact a wide range of constituents. Hopefully, a greater supply of viable impact investment opportunities for investors to assess, like Bellwether’s Seattle Futures Fund, will be forthcoming in the near-term. In the meantime, we would encourage investors and entrepreneurs alike to continue viewing our social and environmental problems through the lens of impact opportunity.
Contributed by Kyle Mylius, Board of Directors for Green Canopy, Inc. & Aaron Fairchild, CEO of Green Canopy, Inc.
“He heard me on Seattle’s local NPR affiliate. He saw our ad, and he was determined to work for Green Canopy, learn our business, prove himself and show what he is capable of. He got the job."
Contributed by Aaron Fairchild, CEO of Green Canopy, Inc.
Ryan Nieto came into the office looking like a modern “Urban Jesus”. The moniker stuck. Thick long brown hair, beard, tats… full on Portlandia meets Seattle. He was working as a mechanical HVAC installer, installing air-conditioning systems at QFC grocery stores. He wanted to work for us as a laborer.
He said he saw the ad on our website. It wasn’t adding up for me. He was making good money as a mechanical installer and wanted to take a cut in pay and responsibility to work for Green Canopy. “Who was this guy?” I was thinking.
As it turns out Ryan is a veteran of the Marine Corps in Iraq. He is an avid bouldered/climber and outdoor enthusiast. He has the millennial mindset that the Green Canopy culture warmly embraces. And most importantly he leads with his heart and his mind. Which is another way of saying he follows his heart as his mind works the calculations. Love that. He came in bold into the office, eyes on fire and twitching, a vestige of hard times spent in a war zone. He heard me on Seattle’s local NPR affiliate. He saw our ad, and he was determined to work for Green Canopy, learn our business, prove himself and show what he is capable of. He got the job.
Green Canopy is the only for-profit homebuilder (that we are aware of) in all of America that was intentionally and deliberately started to combat and lessen the negative impacts of climate change and resource scarcity via in-city homebuilding.
We are run by a group of commited contractors, bankers, designers and most importantly, business people who are breaking the typical homebuilder mold and working hard to build an inspirational brand that helps to leave the world better off. We are funded by a similar minded base of over 40 shareholders and counting… We are lucky to have shareholders that are dedicated to investing their money where their values are for the sake of future generations. We are propelled by the Real Estate Agent community that understands their roll in residential real estate can be used to create transformational change for the better by promoting Green Canopy’s mission and vision of the future.
“We are banking on the success of Portland to fuel expansion outside the Pacific Northwest region and into other markets across the country."With Green Canopy all started up and on solid footing in Seattle, it is time to take the most important step in our company’s short existence: expand and prove that our model can organically grow like a bamboo shoot into new markets. We are so excited to take this critical next step and expand to Portland! Portland is more important to the future success of Green Canopy than anything we are currently working on. We are banking on the success of Portland to fuel expansion outside the Pacific Northwest region and into other markets across the country.
And we are lucky.
As a city, Portland shares what is at the heart of Green Canopy. Green Canopy, like Portland, is brimming with purpose-seeking, millennial minds. As the show Portlandia famously put it, “Portland is the place where young people go to retire.” …Retire from the top down, do-as-your-told, speak-when-spoken-to, non-purposeful J. O. B. economy, to engage in the purpose driven economy where merit prevails over tenure, mentoring over micro-managing, and critical consumption over wanton consumption. Thank God that a city so dedicated to getting the new economy right, with local brands long dedicated to local, conscious, and sustainable living such as Powels Books, Ecotrust, Clean Energy Works, and so many more, represents the future success for Green Canopy.
Over the course of the last three years, Ryan has taken 10 old, run-down, drafty homes and miraculously transformed these into resource efficient, certified green, and the highest in quality rebuilt homes to inspire generations of future residents. Working out of the Ecotrust building in the Pearl, Ryan will be responsible for applying his hard earned homebuilding magic to manage the inspirational transformation of old homes to new, and building brand new homes designed to inspire and create awareness of the benefits of resource efficiency.
Ryan is Green Canopy is Ryan. We share the same mission, vision and values and are hopeful that these will resonate in Portland. So nearly three years on, Urban Jesus, is heading to the City of Bridges. Don’t expect him to walk across the Columbia and Willamette Rivers to get there, or go into business transforming water to wine… his assignment is much more terrestrial and perhaps mundane in nature. We don’t have a divine goal of saving humanity, but we are humbly trying to make the world a little better place through our work. Here we come…
Post contributed by Aaron Fairchild:
The same day that I received an email from a friend saying that he thought G2B Ventures just might be too early in the space and ahead of the market, I read an article in the Harvard Business Review about how, “smart companies now treat sustainability as innovation’s new frontier." There were a few articles in the September 2009 issue relating to green and sustainability. The lead article says that companies won’t grow unless they throw themselves entirely at green initiatives. I am in the thick of establishing the Efficient Real Estate Investment Fund, so naturally I tend to side with HBR over my thoughtful friend. Frankly, it is just amazing to observe how far we have come in the green and sustainability business world. We couldn’t have done what we are attempting to do in green real estate 5 years ago, but today it just makes sense.
When Harvard is saying the business world MUST go green to grow, you've got to think G2B is in the right space and at the right time, not just because we are doing good for the environment and society, but because we can make money at the same time.
The Green Canopy blog is written by our CEO and Culture Curator, Aaron Fairchild, as well as our staff and a few very special guests.