Organizational Perspective
The WGBA embodies the notion that ‘going green’ is not only socially responsible; it is timely and profitable. The organization was formed on the belief that business owners want to do the right thing for our planet and are collectively positioned to do so, but may be reluctant to risk profits along the way.
Hence, the WGBA rewards companies for doing the right thing; it does not pressure members to adopt extreme environmental measures, knowing the primary focus of businesses is to generate profit, capitalize on a new market niche or, in some cases, just ‘stay afloat’.
The WGBA helps companies get the recognition they deserve for existing common-sense green initiatives, as well as learn about new offerings and practices that could attract more customers. This basic approach to greening businesses lifts the human spirit and reminds people that everyone doing a little can make a big impact. Furthermore, as a for-profit company, the WGBA aims to closely identify with the businesses it serves.
Global/ Human Perspective
While a global priority, environmental challenges like climate change can feel abstract and overwhelming. Businesses are in a unique position to shift this conversation from one of scarcity and fear to one of possibility and innovation.
Going green is a creative act. The WGBA deeply values human creativity as an untapped resource in the creation of a sustainable economy. Creativity and sustainability are intertwined; creative thinking can motivate people, particularly business leaders, to craft new solutions and shatter old patterns of thinking inhibiting societal progress.
In addition to creativity, the WGBA values youth leadership, the wisdom of our elders, stakeholder collaboration, and humor in its inclusive business model.