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July 23, 2015

What shade of green are you?

Earth Day was on April 22nd. This is an annual event intended to raise people’s awareness of how their behavior affects the planet. At http://www.earthday.org 2,023,212,745 people have revealed what they have done to protect the environment. It might have been something simple - like not using the car for a day and taking public transport instead. Have you already done your bit?

Article - A Simplistic Sustainability Truth

Sustainability means many different things to many different people. However, at the heart of its definition there is a simple truth: if we make less environmentally harmful choices, all of us benefit.

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Now that we are halfway through the year, this is a good time to revisit the sustainability objectives we set ourselves for the year. Which have you already worked on? Which did you immediately abandon?

In 2014, research was conducted with the goal of making existing real estate more sustainable. To this end, a key role was assigned to the end-user. How do we translate this end-user’s ambitions, motivations and information sources into sustainable buying behavior and results? This study was published in IFMA’s technological journal, FMJ, among others.

Eight different sustainability types were identified on the basis of this research: Eight Shades of Green. It turns out, for instance, that 40% of end-users can be categorized as “Rich Green Cost-cutters.” These people invest in sustainability, but prefer it to deliver cost-savings. Only 9% are “Green Dreamers” or “Unchangeable Green Cheapskates.” They see few opportunities to invest in sustainability in their organizations. The good news is that sustainability and cost-savings often go hand-in-hand.

You can test out this system by answering three multiple-choice questions at http://shadesofgreen.eu. Afterward, you will receive some “green” tips that match your own shade of green.

As for me, I’m a “Persistent Green Frontrunner.” What about you?

Sanne Oostendorp
Global Product Marketeer