Even more strongly, 63% of CFO are focusing upon growing new opportunities. What this suggests is a huge green revenue growth opportunity.

One reason is that CFO are increasingly seeing the positive results of going green on their operating costs. A green mega-trend is the adoption by American businesses of best practices for cutting energy, water and waste streams as a near term path for reducing costs. So CFOs are “pre-conditioned” to see that going green can make money for their business.

The second green mega trend is the emergence of customers searching for “on me, in me and around me” product and service solutions. Market research has documented that customers want to buy green. The only thing standing in the customer’s green purchase path is they also don’t want to pay more for going green.

Doesn’t that sound like a challenge CFOs can figure out?

Bill Roth is the founder of Earth 2017 that focuses upon the emerging smart, healthy and green economy. His book, The Secret Green Sauce, profiles best practices of businesses making money going green.

She goes on to say, Roth “…attacks the questions he gets most often- Can you make money going green, how do you make money going green and how DO you grow green revenues. He gives details on the economics of green and repeatedly goes over the concept of “costs less and means more”. I understand why, it’s because as a business owner, that may sound like some cute catch words. In the green world, they signify a lot and you cannot afford to ignore them. He shares how to properly price things. 75% of people buying a hybrid do so for economic reasons, not ecology reasons. This book is a California 9!”