Things are looking green around Maddock Douglas—and for good reason.

We recently signed a letter of intent to purchase Change, a Vancouver based consultancy focused on creating and branding green products and services. And with the closing date set for February 1, 2010, we’re ready to start innovating greener.

Check out the official press release on MaddockDouglas.com

“Why” might seem like a no-brainer, but the environment isn’t the only reason to be eco-friendly. Green is good for the consumer and our planet, true, but sustainability is now the key driver of innovation and, believe it or not, it’s also the ultimate competitive advantage.

And what exactly do we mean by that? Here’s why sustainability is more than planet-friendly:

In 2010 and beyond, the creation of sustainable products, services and business models that respond to the consumers’ unmet needs will drive profit—companies that do good will, in turn, do well. And on the other edge of that sword, companies that refuse to comply with environmental standards and ignore the consumer will see punitive results.

Although some companies may see an eco-friendly overhaul as an added cost of doing business without any substantial financial benefit, we think that perspective is, well, all wrong. In fact, meeting consumer demand for eco-friendly products, services and business models is a huge opportunity in itself.

Moreover, to push forward in 2010 and beyond—to take full advantage of that opportunity—companies will need to:

1. Develop Green Offerings

   Actively explore innovating with sustainable technology, materials, supply chains and operational processes – activate green ideas that meet consumer demand.

2. Integrate a Short Term & Long Term Green Vision

   Implement both strategic views of immediate green enhancements for their current business models, while working towards their future green vision.

3. Effectively Communicate Green Initiatives to the Public

   Disclose both practices and current standing in relation to their green goals.

By integrating sustainability into the everyday fabric of operation, and by embracing Conscious Capitalism—the idea that an organization (government, nonprofit, business) has an obligation to act not only in its own best interests but also in those of all its stakeholders (customers, employees, suppliers, investors, society), companies will spur long-term growth. And, in this rapidly developing consumer driven market, companies will no longer be responsible to only their investors—instead, companies will either adopt green practices and Conscious Capitalism—or be forced to once they realize that doing good allows businesses to advance beyond previous limitations.

While this is just the beginning for Maddock Douglas and sustainable innovation…..sustainable innovation is just the beginning of making long-term growth possible—not to mention making the world a better place. Is your company ready to do well by doing good?

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