As an owner of a nature-based business, I am challenged each day to operate my company with environmental and social responsibility. There has been a surge of information about becoming "green." But what does that mean? Are there various shades of green businesses?

Washington, D.C.-based Co-op America defines a green business as one that "operates in ways that solve, rather than cause, both environmental and social problems. These businesses adopt principles, policies, and practices that improve the quality of life for their customers, employees, communities and the environment."

When I started my business in 1996, one of my major commitments was that I would consistently use 100 percent post-consumer waste paper for all my literature.

In 2008, the bar is much higher. It may seem overwhelming to consider installing solar panels or to have your building certified as following national LEED – or Leadership in Energy and Environmental Design – standards but small, manageable steps make a difference and can lead you toward larger changes.

Small businesses make up 98 percent of all U.S. companies. Cumulatively, we are can be a major force behind environmental sustainability while improving our profitability.

Small steps

Start by requesting changes from your suppliers – as many of you already are hearing from your own customers. Requiring suppliers to use a higher recycled content, to reduce packaging, to eliminate toxic chemicals and to verify fair trade practices can have a domino effect as more and more retailers demand similar standards.

A recent survey by Retail Systems Research of Miami found that 44 percent of retailers said green practices are a strategic initiative in their companies.

The survey found that motivations behind green changes are strongly related to retail performance: 67 percent of better-performing retailers cited ethical obligations behind their transition to green business initiatives. The survey indicated that these same retailers also saw the green transition as both an opportunity to reduce costs and to build brand identity.

It is easier to become green as a business now than it was six years ago. The technologies and products are here with many more on the horizon.

From every challenge comes remarkable opportunity. Testimonials abound from all business categories. Taxi services converting to hybrids, restaurants serving locally grown and organic foods, chemical-free screen printing, compost-able cups and containers are among a few innovations changing the business landscape.

As a business owner, a first step should be incorporating your green goals into your mission statement. Why do you want your business to become green? Is it for good public relations or the cost-cutting possibilities?

What small changes can begin immediately? A business could recycle more waste, change to energy efficient lighting and review the origin and composition of the retail products in inventory.

From there the research can begin. Enlist the help of employees as more households are discovering sustainable and economical ways to live.

A recent article in GreenBiz discusses the importance of greening industries and markets not just businesses. The fishing and forestry industries are making this significant impact. The electronics market is initiating enormous changes in its recycling programs. Nau, an outdoor clothing company, has tackled the challenges of creating a business that hopes to change an industry that traditionally relies on petroleum-based fabrics, toxic solvents and other pollutants to make high performance gear.

William McDononough and Michael Braungart’s book entitled Cradle to Cradle... Remaking the Way We Make Things, stretches our thinking – a challenge that companies such as furniture maker Herman Miller and Nike have embraced.

Companies are also implementing the concept of donating a percentage of sales for the greater good. This idea was originally launched by Patagonia-founder Yvon Chouinard and Craig Mathews of Blue Ribbon Files when they created "1 percent for the Planet – Keeping Earth in Business."

Since 2002, this organization has inspired members of the business community to contribute 1% of sales to environmental groups around the world. This growing alliance of companies (presently over 900) is given the opportunity to not only see their self-worth rise, but their net worth climb as well.