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Home » Blogs » Management & Strategy » Is 'Green' No Longer Just a Fad?
Jenel Stelton-Holtmeier

Is 'Green' No Longer Just a Fad?

By    Jenel  Stelton-Holtmeier 
December 16, 2009
More about:  3M,  Distribution Trends,  MDM Blog
More companies - such as 3M - are changing their tone about integrating green and alternative energy into their business plans.
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"Green," eco-friendly, sustainability ... not long ago, these words were considered by many to be buzzwords or part of a fad that would fade as time passed. But that tone is changing. Green is becoming a more accepted way of doing business and even a profitable sector to be a player in.

In a recent article "Building a Green Strategy," Bill Bean, president of Green Planning and Coaching said: "Green is one of the few areas where people are seeing opportunity for growth right now."

That's certainly true for 3M. George Buckley, president and CEO of the diversified manufacturer, told attendees of the 3M 2010 Outlook Meeting earlier this month the Renewable Energy Generation market - items such as optical films for use in solar energy collection - is expected to have a 5-year CAGR of 35%.

At the same time, 3M's tone when presenting the data on green industries was different than in previous calls. Instead of focusing on just the green innovations, Buckley presented green as a more incorporated element of the company's overall strategy.

For example, 3M's optical franchise is benefitting from a push toward more energy-efficient televisions - or "Eco-TVs." 3M's corrosion protection portfolio in the U.S. includes more products that qualify as non-VOC or low-VOC. And the list goes on.

Green may no longer be a fad; it's a viable business model.

Read more about 3M's 2010 Outlook Meeting in the Dec. 25 issue of MDM Premium.

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