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The Future is Green

The Future is Green
Is it easy being green? We'll explore how companies are adopting environmentally-friendly business practices, making green products and offering green services, and how consumers are responding to the greening trend.

Maureen Cavanaugh: We've all known for quite some time that being kind to the environment was a worthy endeavor. It was the right to do, it made us feel good, and it was a good thing to teach your kids. But, nobody seriously thought your could make any money at it, until now.

Well-established corporations are introducing green-product lines. There are green symbols popping up on well-known appliances and products. But even more intriguing is a whole new generation of "green businesses" are starting to enter the marketplace. These companies do familiar things in a different way. Their catchwords are sustainability, non-toxic, and a reduced carbon-footprint. And it seems that the marketplace is finally ready.


The Cone Consumer Environmental Survey recently found that even during this economic recession, 70 percent of Americans are paying attention to what companies are doing environmentally.


Heather Honea, professor of marketing at SDSU whose research focuses on consumer behavior.

Steve Bennett, director of business development at Scripps Institution of Oceanography and UCSD's Rady School of Management on their "Going Green" executive education program.

Dawn Parker-Waites, founder of


Elizabeth Bates, president of Pure Cleaning Services.

David Umstot, vice chancellor of facilities for San Diego Community College District.

Greg Kaminsky, vice president of Toyota of El Cajon.