Chosen Futures

It’s not easy being green

It’s good news that, over the past few years, American consumers have been sensitized to our global challenges and responsibilities. Green attitudes and behaviors are at an all-time modern high. Interest in sustainable products and services has grown exponentially. More and more individuals and businesses will pay a premium to support green efforts, either out of sincere concern or public relations positioning. Either way, the result’s the same, and the result is good: If you’re green, you’re golden.

But what of green business practices?

Green industry businesses are generally born when technical innovation or breakthrough meets the values of a motivated inventor/entrepreneur. However, tech innovators, no matter how on target or enthusiastic, aren’t always business innovators. In this “Green Rush” atmosphere, if green and eco-commerce businesses fail to thrive, it’s likely because those at the top fall back on obsolete business models for lack of knowledge regarding alternatives. Blocks and bottlenecks to continued innovation are created and/or congruence with values is lost in the doing of business itself.

Early in my career, when studying the Industrial Revolution of the 19th century, I wondered what it would be like to live and work in a time of such far-reaching social and economic change. Now aware that ours is a time of equally great change, I know that it is simultaneously exciting and bewildering to set outcomes and map paths in a time of such rapid turnover of thought, values, and practices.

I specialize in helping green industry executives be as sustainably innovative about the business side of things as they are on the technical side. I can help you:

  • Translate best intentions into best practices
  • Adapt business forms and methods to align with your core values
  • Create internal and external support of your vision and goals
  • Plan for continued innovation


© 2020 Deborah Gavrin Frangquist, Chosen Futures