climatebiz

GreenBiz: Joel Makower

November 18th, 2008 by HowYouEco

GreenBiz: Joel Makower

Joel Makower is Executive Editor of GreenBiz.com, author of the new book Strategies for the Green Economy, and writes the “Two Steps Forward” blog on green business practices and clean technology.

How do you eco?

I’ve helped companies for the last 20+ years integrate an environmental thinking into their operations that aligns with being more profitable. I wrote a monthly environmental newsletter for 15 years, then started GreenBiz.com and related websites, reports, conferences and services based on the same concepts. I’ve worked with the world’s largest companies through GreenOrder and leading clean-tech venture fund, VantagePoint Venture Partners. These fun and stimulating projects and partnerships keeps me on the move.

My biggest impact is far and away air travel, for which I buy offsets. That’s hardly an adequate substitute for the environmental impacts of flying, but it’s the best I can do.

Why did you go eco?

I grew up in the San Francisco Bay Area in a family that routinely celebrated the great outdoors, by enjoying them in the form of camping and hiking as well as supporting environmental activities. My parents joined the Sierra Club back in the 1950s. Growing up, my father made us turn out the lights when we left the room and avoid being wasteful.

I’ve always strived to do things professionally that combined with my passions and values. I started writing about environmental issues in the 1970s. I wrote a book called “The Green Consumer,” which was published just before Earth Day 1990. That began a trajectory that hasn’t yet peaked, a career for which I feel extraordinarily lucky.

What’s your favorite eco tip?

People ask me whether I practice what I preach. I tell them that I try not to preach — it’s not an effective means of change. I argue that we should do what we can reasonably do, and not feel guilty about the rest. I think companies as well as individuals — get paralyzed when pondering all of the many things one needs to do to be green. I think it’s better to find one or two things you can do that will make a difference, then build from there. Guilt will never get us to green.