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What'll it take to be 'green?'.

We've known it's not easy being green since 1970, when the song Being Green was first sung by the popular Sesame Street TV show character Kermit the Frog, who shared with millions of children his tale of woe. While originally written to describe the frog's struggles to blend in, the "green" part has been paraphrased and more recently picked up by some in the environmentally-friendly camp. It's a good line to bring attention to the plight of companies trying to "do the right thing" and the encouragement for corporations and governments to spend big--often with U.S. tax dollars via credits and incentives--to make it inevitable that we all go green.


So, in keeping with the trend, we bring to you the first "green" issue of Financial Executive. Each feature article identifies with sustainability, "green-ness" and other areas related to environmentally-friendly businesses and practices. Regardless of the politics and one's beliefs, wherever your company stands in the process, you may be ultimately brought into it--albeit kicking and screaming and writing big checks--through legislation and regulation. Conversely, once businesses see green as a result of their efforts, they will be more inclined to adopt programs, minus the kicking and screaming.

Thus, to help members and readers prepare for what could be inevitable--and also just good business--we offer for starters, our cover story, "Corporate 'Greening:' While Good for the Soul, is it Good for the Bottom Line?," by freelance writer Scott Ladd, which reviews some current findings and provides an overview of practices that make sense (not to mention dollars) for user-companies.

We also have features on options for clean energy use (it starts by understanding how much you use); Web-based investor communications (the pros and cons, which includes more control over the message); and the saga of the "paperless" society (whatever happened to its promise?). Often, companies can take small steps that bring bottom-line results, as you'll read, when it comes to location and selecting high-performance buildings. We also feature a "post-Copenhagen" review, by an expert at Ernst & Young and, of course, as financial executives, you'll find one article on accounting for sustainability performance and another on integrating reporting for a sustainable strategy--areas that are sure to increase in importance as shareholders increasingly monitor results and regulators regulate.

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Doing our part here at FEI, we now offer Financial Executive in digital format, and readers and members can choose to read the magazine in digital format and relinquish their print copy (thus helping to save a few trees). We'd like to know your preference, so if you haven't already responded, there is a business reply card in this issue near page 17.

On the other hand, should you choose to keep the print copy, you needn't feel too badly, as our printer R.R. Donnelley & Sons Co. uses eco-friendly materials and processes. The ink and solvents used to produce our magazine contain low volatile organic compounds (VOCs). Clean-air technologies recapture heat generated and reuse it as energy. The paper used to print this magazine is SFI (Sustainable Forestry Initiative) certified. All paper waste is recycled, and the plant where our magazine is printed is undergoing SFI certification, too.

Ellen M. Heffes, Editor-in-Chief
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Title Annotation:editor's page
Author:Heffes, Ellen M.
Publication:Financial Executive
Article Type:Editorial
Geographic Code:1USA
Date:Mar 1, 2010
Previous Article:Sustainability and renewal.
Next Article:Sustainability's place on corporate 'to-do' lists.

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