Kermit the Frog tells us "It Isn't Easy Being Green," but as Jill Hudson Neal pointed out in her article "What Kermit the Frog and Green Mom's Know" in The Washington Post on March 29, 2007, most of us believe it is important to be, and are willing to make changes in the way we purchase goods and services as a result.

This is confirmed by a telephone poll of Florida voters conducted in July 2007 by Mason-Dixon Polling and Research which found that:

• 69% of respondants were concerned about adverse effects of global warming.
• 53% felt that the benefits of taking action was worth the economic cost.
• 67% felt that Florida's future depends on making efforts to do what is right.
• 82% supported reducing emissions of pollutants of all types.
• 71% approved of capping emissions from major greenhouse gas sources like powerplants.
• 86% approved adopting the California car emission standards for Florida, which are more stringent than the federal standards.
• 78% have changed driving habits, switched to alternate fuels, or energy efficent vehicles.
• 79% have added solar panels to their house, purchased energy efficient lighting or appliances, planted shade trees or started recycling.

Do you see a theme here?  In my blog "Looking into the Crystal Ball" (7/5/07), I discussed how entrepreneurs can improve their bottom line by identifying trends and adopting those that fit into their business on an on-going basis.  Well, the results of the poll indicate that a trend is underway, so the question is not "is there a trend," but rather, "how can you particpate in it?"

Selling green is easy for some businesses, for example, those that sell tubular skylights, solar heating for pools or whole-house use, or other solar products like photovoltaic systems that can take a house "off the grid."  All companies, however, can think and sell green in some way.  You can examine your energy usage including display lighting and whether you set back your thermostats when the business is closed.  Using environmentally friendly packaging is a major way to make a positive impact, a consumer statement and give green-oriented consumers a reason to frequent your business instead of the competition.  Yes, but you say, just HOW can I do that?  Well, here are a few ideas from small businesses I have worked with in the last year:

• Delicatessen - Switched from styrofoam and plastic take-out boxes to boxes made from PLA (Polylactic Acid), a biodegradable corn-based plastic.  U.S. take note: PLA is required for all disposable plastic items in India, the first country to mandate this product nationwide.  The same deli also uses biodegradable plastic carry-out bags.
• Chinese Take-Out Restaurant - Gives first time customers a canvas carry-out bag with their name on it.  Customers who bring the bag back for subsequent orders get a 5% discount.
• Dry Cleaner - Uses only "earth-friendly" biodegradable chemicals for dry cleaning.  Charges more to cover the cost while promoting, "keep your clothes AND the earth clean."  They are capturing customers who are switching over from the competition who use "the old process."
• Different Cleaner - Asks customers to return hangers and offers a five cent discount per item if the customer is willing to accept a "recycled hanger."
• Numerous businesses that make calls on customers have switched to hybrid or CNG (compressed natural gas) vehicles that reduce pollution, offer tax benefits, and get better fuel mileage than conventional vehicles.
• Numerous businesses have installed skylights to reduce electrical lighting or switched to energy efficient lighting (initially compact florescent, and more recently LED lighting).  The same businesses have generally installed automatic thermostats to set back airconditioning when the business is closed.
• Printer - Uses only non-glossy paper and soy-based inks.
• Nursery - Captures rain water for use in watering potted plants.
• eBay Store - Switched from styrofoam packing "peanuts" to biodegradable ones made from cornstarch.

As you can see, there are as many ways of being green as there are businesses.  The important thing to note is that customers and potential customers will take notice of your actions and, as evidenced by the Mason-Dixon survey, will act upon their convictions.  This will help solidify your existing customer base and attract new customers, both of which will let you take more "green" to the bank!