The ROI of Greening

Holding your small business to 'green standards' doesn't having to involve making wholesale changes to the way your office operates. Often, even small environmental actions you take as a business can improve your sustainability and generate a return on your dollar investment.

That return on investment often can be measures not just in terms of expense reduction, but also in terms of an increased marketing edge, says Shel Horowitz, co-author of Guerilla Marketing Goes Green. He cites a November 2008 study by Edelman that revealed that:

• 68% of consumers would remain loyal to a brand during a recession if it supports a good cause,
• 87% feel an obligation to contribute to a better society and environment and
• 83% would change their own consumption and buying habits to help create that better world.

Some options for going green won't even hurt. Printers are a prime example, especially if your company has invested in a color printer. Adjust the default settings to the toner saver mode or black and white only and save the high-resolution color printing for client presentations and marketing materials, Horowitz recommends. You don't need those color capabilities for work being circulated in-house—and over the life of its use, the price of toner color cartridges will exceed the cost of the printer, so reducing their use can represent a big cost savings.

You can further cut toner, paper and equipment cost by eliminating faxes from your collection of office machinery. Switch to a computer-based fax service like e-Fax, which allows you to send and receive faxes from your desktop.

To reduce electricity consumption and expenses, Horowitz recommends contacting your electric company to request an energy audit periodically. You can also get energy saving ideas from the U.S. Department of Energy's Energy Savers page for small businesses.

As summer approaches, your employees' clothing choices may tip you off to another way to reduce energy consumption and electric bills. How many do you see walking around in cardigans on the hottest, most humid dog days? Take the hint and adjust the thermostat on your air conditioner. 'It makes no sense to bring your office down to 58 or 60 degrees when 65 or 70 is going to be a lot more comfortable,' Horowitz says.

The At the Office page of the Sierra Club website offers additional information regarding green office practices, including specific tips that relate to lighting, computer efficiency, printers, electronics disposal, recycling, bathrooms, kitchens, travel, commuting, and your office environment. These resources can help you find your company's best strategy for taking the environmental lead and adding some green to your income statement in the process.

To learn more about greening your operation and gain applicable insights, check out:

• the U.S. Environmental Protection Agency's Energy Star page for small business,
• 'How to Run a Green Small Business' on eHow.com, and
• the 'Green Tips' at GreenYour.com.