In the March 2008 issue of US Business Review Magazine, the World Green Business Association is featured in the article, “GREEN FOR Less Green: Becoming eco-friendly doesn’t always require building a wind farm or a new office.”

In this 2 page article (pg 6), author Chris Petersen quotes WGBA President and Founder, Laura L. Briere as saying: “There’s an enormous misconception with people thinking green can be very expensive, and it can be, but there are a ton of ways you can do it and save a lot of money.”

There are many useful pieces of green information available in this article; please visit their web site at: US Business Review or download the PDF of the article to the right. Simply click on the image to download.

In the final issue of March in the Boston Business Journal, the WGBA was mentioned in reference to the growing green market trend and our involvement. Thank you, Jesse Noyes, for your friendly call, diligent research and including us in your article!

Friday, March 28, 2008

New businesses buzzing with green monikers

Boston Business Journal - by Jesse Noyes Journal staff

If you need proof that the eco-friendly trend has reached the business world, just take a look at the number of business that incorporated with the name “green” in the Bay State last year.

From “G” Green Design Center LLC to the World Green Business Association Inc., more than 75 companies formed in 2007 to capitalize on the growing fascination with all things green by tacking the word onto their brands, according to data from the Secretary of the Commonwealth’s Corporations Division. That represents a nearly 178 percent increase over 2006, when only about 27 companies that incorporated with the title green.

The Business Journal took the raw number of companies incorporated in 2006 and 2007 that used the word green in their titles, and then narrowed both lists to businesses that were referencing an environmental concept rather than another use of “green,” such as an owner’s name.

The list of companies from last year extend across various industries — from real estate to automotive, marketing to energy — demonstrating that the marketing of environmentally friendly products and services is reaching all sectors of business in the state.

“There’s no question that 2007 was the sort of the year of greening of the consumer marketplace,” said Jennifer Ganshirt, managing partner of Winston-Salem, N.C.-based marketing firm Frank About Women, which conducted a study of consumer behavior around green businesses last year.

Many companies are trying to tap into public concern for the environment by attaching the buzzword green to their brand.

OM Realty adopted the name Boston Green Realty LLC last year when the owners became certified eco-brokers, said co-owner Suzanne DiMeco. “Part of our ambition is to place a dollar value on these green related features in the home.”

Laura Briere, the CEO at Worcester-based Vision Advertising, started the World Green Business Association, which provides marketing tools for companies looking to go green, last year. “We really wanted to encapsulate the hot buzzword,” she said.

The term is alluring because it serves as a catch-all for various complex solutions to environmental problems, said Georges Dyer, partner at Greenland Enterprises LLC, a Boston-based consulting firm that incorporated last year and aids companies that want to adopt environmentally sound practices. “It’s a good shorthand to capture” a wide swath of ecological concerns, he said.

But as businesses chase after the green, the term is in danger of becoming overused and watered-down, which is part of a trend experts call “greenwashing.” “The word green, I think, will be overused in a year,” said Jamie Tedford, CEO of Boston-based marketing firm Brand Networks Inc.

It was a concern for Nicole Goldman last year when she was opening “G” Green Design Center, a retail showroom for green building materials and accessories in Mashpee. “We did struggle with the name a little bit because there are so many things that are green, green, green,” she said.

But Goldman said the name has been effective at pulling a number of eco-conscious consumers in. “As soon as we opened people were pouring in here,” she said.

Jesse Noyes can be reached at jnoyes@bizjournals.com.

To be clear, the article originally read: “Laura Briere, a vice president at Worcester-based Vista Consulting LLC,…” which is incorrect. The above article has been corrected to the accurate information: “CEO at Worcester-based Vision Advertising.”

The article is online at: http://www.bizjournals.com

The World Green Business Association is proud to announce our Corporate Sponsorship of the Central Mass Green Awards on May 21st.

The Worcester Business Journal (WBJ) has selected nine businesses operating in Central Massachusetts who have demonstrated superior levels of commitment in the movement to become more environmentally responsible. The award winners were featured in the WBJ April 28, 2008 issue. The event, a Breakfast & Awards Program, will take place Wednesday, May 21, 2008 from 7:30 a.m.-9:30 a.m. at the Doubletree Hotel in Westborough, MA.

At the breakfast, the WBJ will honor one business from each of the following sectors: biomedical (Boston Scientific’s Endosurgery Headquarters, Marlborough), education (South High School, Worcester), financial services (Fidelity Bank, Leominster), health care (The Dana-Farber/Brigham & Women’s Cancer Center, Milford), information technology (EMC Corp., Westborough), manufacturing (Quabaug Corp. in North Brookfield), nonprofit (Alternatives Unlimited, Whitinsville), public sector (Regional Courthouse, Worcester), and real estate (MassInnovation LLC, Fitchburg). Representing a diverse collection of industries, these businesses prove that not only are there many different methods a company can pursue in order to “green” its operations, but that it is plausible to accomplish this goal.

The event will feature a breakfast keynote by Mark Buckley, the Vice-President of Environmental Affairs at Staples, Inc. In his efforts to direct Staples’ environmentally-conscious pursuits, he focuses on improving recycling, eco-friendly product offerings, energy efficiency, and education on sustainability. The WBJ welcomes all who are interested in the event to attend; registration is required no later than May 14, 2008. Admission is $35 per person. Please contact Kris at 508-755-8004 ext. 286 or email kprosser@wbjournal.com to order tickets or reserve a table. Registration is also available online at www.wbjournal.com.

Be sure to attend… and ECO-nnect with your fellow green-minded pros (like us!).

On Friday, January 11th, 2008, Vision Advertising sponsored the North Central Chamber of Commerce’s Breakfast, and as a thank you, CEO Laura Briere (Vision Advertising, & WGBA President & Founder), was given the opportunity to be interviewed that morning and share her marketing and green expertise with the audience.

Watch the video - and learn about Vision Advertising and how the World Green Business Association got started - and how green really can help you to get more… well, GREEN! 5:39

The World Green Business Association welcomes Sandra J. Roth to the team as our Director of Membership Services.

Ms. Roth graduated Cum Laude from UMASS Amherst with a major in Natural Resources and a focus on forestry and soils. She assisted in the development of the State of NH soil definitions to preserve wetlands, and has since supported various groups and civic organizations with environmental education. Ms. Roth is committed to uniting the businesses of the world in their efforts to maintain a sustainable environment.

Ms. Roth brings a wealth of knowledge to the World Green Business Association. Aside from her influence in the preservation of the natural environment, she has experience in the professional realms of publishing, insurance, and project management in telecommunications.

Ms. Roth has held a New Hampshire Soil Scientist Certification, and has been awarded a certificate in Customer Service.

Ms. Roth’s personal endeavors include spending time with her family, and sharing her passion for the natural world with them.

The Worcester Kiwanis Club was excited to host Laura Briere, Founder and President of the World Green Business Association on January 10, at their weekly meeting. The Kiwanis Club members, who focus their efforts on raising money for children, were happy to learn another way to make a difference in the lives of children.

Ms. Briere spoke of uniting business on a global scale to make changes on the most basic level to have a minimal impact on the earth. She educated the Kiwanis’ about the disastrous and global effects of our daily behaviors. Laura maintained a positive attitude throughout her speech, and informed them that every small thing can make a difference when multiplied by billions.

Some actions that she suggested included replacing regular light bulbs with compact fluorescent ones as they burn out, unplug electronic devices such as televisions, computers, washers and dryers; and microwaves to not only save the environment, but also to save 5% on your energy bill, and make your home less likely to have an electrical fire.

The World Green Business Association (WGBA) is providing an avenue for local and global business to draw attention to their efforts. The company’s website, worldgba.com, makes available a list of members for public reference. WGBA is also an organization for professionals and families.

Membership in the organization includes substantial discounts, educational seminars, green marketing for professionals and businesses, best practices, and leadership opportunities. The WGBA will be hosting quarterly networking events, and presenting awards to members to recognize the efforts of the most serious members.

Ms. Briere seeks to accept more speaking engagements, and has been invited back to a speak at a future Worcester Kiwanis Club meeting.

The first week was amazing and we have many new members already filling the ranks of the WGBA, including the Better Business Bureau of Central Massachusetts!

Stay tuned…