There’s a new wave of environmental consciousness rolling across the landscape of U.S. business. In certification circles, we refer to it as the Green Wave. But companies are discovering that going green isn’t easy, and getting green certified is even tougher. Research data from the American Consumer Council (ACC) suggests that fewer than 22 percent of companies that apply for green certification would pass the bar in terms of earning ACC’s Green C certification, a tough standard that gauges a company’s environmental compliance and corporate social responsibility.

Transforming a business from the status quo into a green company reminds me of the quality movement’s early days as companies scrambled to implement Deming’s 14 points and play catch-up with the Japanese and Germans. Books by Philip Crosby, Joseph Juran, Tom Peters, and Masaaki Imai were required reading for anyone who was serious about launching a quality initiative.

Some 25 years later, U.S. businesses are behind once again. This time, however, we’re trying to catch the Green Wave and compete with companies in Europe, Asia, and South America that have already gained a foothold with consumers who are demanding green products and services. This includes everything from energy to carpet, and clothing to automobiles.

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