“Green” has become a big trend in eco-consciousness.  Faucet maker Moen Incorporated, together with Iconoculture, a leading cultural trend research firm, gathered information defining characteristics in determining consumers’ level of interest in green products.  I thought it would be interesting to take their results and extend them to project environments, allowing managers to assess where they and their stakeholders position themselves with regards to creating green working environments.  This could provide stark contrasts to the “toxic” environments many managers create, whether that’s done by intention or not.

The research divided consumers into four primary groups.  They found that key values and financial status, rather than age, are the defining characteristics in determining level of interest in green products.  Follow along to decide determine which shade of green you are.

> Dark Green:  Being the most eco-conscious of the four groups, Dark Greens are motivated by a sense of responsibility to the planet.  They come from all age groups, and tend to be from mid- to upper-economic levels.  Key values for this group were identified as a belief in the green movement, a strong sense of community and personal pride.

I believe Dark Green project stakeholders are the most enlightened with regards to appreciating the value and contribution of project management.  They have confidence in themselves and place emphasis on personal motivation, team development, and organizational social responsibility.  They exude a strong sense of values and take advantage of every teaching moment to inculcate those values across the organization.

> Medium Green:  Medium Greens have a heightened consciousness of green issues and an interest in going green, such as young parents concerned about protecting the Earth for their children and grandchildren, as well as protecting their families from toxins and other chemicals.  They assess value against the price points, and are motivated by products that make it easy for them to go green.  Key values for this group include hope, convenience and prevention.

I believe Medium Green project stakeholders have seen the light about the value of project management and are anxious to explore the possibilities.  They are willing to experiment, while at the same time constantly aware of business implications and the need to make sound business decisions.  They want processes to be simple, are fairly risk averse, and tend to balance short versus long term planning efforts.

> Light Green:  “Green is the new cool” is the motto of the Light Green group.  Many embrace the eco-friendly movement because it’s trendy and desire the status associated with green’s chic factor.  Pricing is a critical factor in determining whether they buy green products.  Key values for this group include thrift, practicality, self-expression and status.

I believe Light Green project stakeholders are the twenty-somethings or emerging middle class who come to the table with energy and enthusiasm to make a difference…or do things differently.  They are eager to advance in the organization.  Their budgets are limited, but they are willing to allocate resources on high visibility projects.  If project management gets what they want, they’ll embrace it, or they’ll go after Six Sigma or Balanced Scorecard, or ….

> Non-Green:  These individuals are not necessarily interested in the green movement, yet.  They are newly affluent or income-challenged, and tend to focus on green if it brings material gain and/or survival benefits and carry the lowest cost.  Key values for this group include stability, security, choice and entitlement.

I believe Non-Green project stakeholders have been focused on their tasks or careers without much thought or interest in project management.  They are pragmatic and skeptical of change or new processes.  The status quo is usually fine or else they do not get involved in efforts to work with other people to fix problems.  Their relationship priorities are on separateness rather than connected.

“Greenvenience” is Key

The research shows that most people feel there is an intrinsic value in going green, whether that stems from an interest in the planet or a desire for the status of going green.  Forty percent said they would pay more for green, and fifty two percent rate eco-consciousness as very or somewhat important.  Consumers expect convenient, no-sacrifice products that make it easier to be green.  Likewise, I believe creating “green” rather than “toxic” working environments will appeal to most project stakeholders if it is positioned as a natural, simple, necessary, and convenient way to implement project-based work.

Take-Aways

• Regularly assess yourself and others about your attitude and aptitude to embrace “green” environments. 
• Recognize that some people are not yet willing to support a project environment that requires changing current practices.
• Be persistent in developing improved working conditions.
• Believe in the inherent value that people, projects, and the environment contribute to organizational success, especially when they are part of an integrated “green” movement.

Randy Englund
www.englundpmc.com

Reference:  The Examiner, March 15, 2009, p. 5

Comments

I think heightened awareness about green values is important. However, I think we need to emphasize practical considerations, such as installing energy-efficient equipment, recycling waste, and other things that make economical sense.
_________________
John Reiling, PMP
http://PMcrunch.com

The "green" I refer to in my posts is intended to extend the physical, tangible thinking about our environment into the non-physical, intangible relationships that affect our working environments. In this sense, "green" is good, productive, and desirable, allowing us to work as natural, organic living systems are intended to do. Examples would be:
* trust among colleagues and management is ever present
* cooperation instead of competition is the norm
* a common sense of purpose provides sustenance and meaning to all activities
* a shared vision brings clarity to the direction of work
* people fully communicate with each other regularly
* individuals are respected, able to express their creativity, and have power to influence others through positive persuasive techniques

On the other hand, "toxic" working environments are permeated by mistrust, failures to communicate, burdensome reporting requirements, misguided metrics, and cutthroat tactics. Negative political practices create uneasiness and frustration among all except those who wield them with power.

To me, the "green" aspects I refer to are absolutely necessary for project managers to buy into, create, and support. Without them, they are doomed to failures, overruns, and dissatisfied stakeholders. Each person has the power within him or her to embrace this thinking and act upon it every day.

Randy Englund
www.englundpmc.com