Green to Gold
Aer reading Green to Gold, I do have a new appreciation and understanding of why
successful businesses of all varieties must be ecological conscious and constantly consider their
environmental impact upon the world. I do agree with Esty & Winston that pro ts and success
don’t have to be sacri ced in order to achieve a more eco-friendly method of operation and
that companies who refuse to ride the “Green Wave” will eventually see a decrease in pro ts
and sales as a result.
Esty & Winston start out the book by proposing what they perceive as the two main
reasons why companies in modern times are becoming more ecologically conscious: “Behind
the Green Wave lie two interlocking sources of pressure. First, the limits of the natural world
could constrain business operations, realign markets, and perhaps even threaten the planet’s
well-being. Second, companies face a growing spectrum of stakeholders who are concerned
about the environment”(p.8). When I think about this statement the authors have made and
how it relates to companies that I know of, I immediately think of Coca Cola and how the
