The year 2012 is a pivotal moment in history according to Mayan and other ancient civilizations,  and some say it will be the year when the world ends. Of course, I do not agree myself yet I do appreciate the more likely interpretation of Mayan prophecy, that we will see a major transformation in the world. My view is that 2012 will be the year when millions of people around the globe begin to  accept that a new vision and philosophy of life is needed, and that our conventional lifestyle and thinking are no longer working.

The crash of 2008 was a major turning point.  Over three years later the economy has not bounced back and, on top of this, our environmental crisis is worsening . The simple fact is that the assumptions that we had for most of the post war years are no longer valid. The world has changed at an alarming rate and in the West we have never felt more insecure at work and at home. We are struggling to deal with seismic economic, social, political and technological changes and surely our assumptions about economic growth, job security, asset values, healthcare, social security and ignoring the plight of our Earth need to be not just reconsidered but replaced as soon as possible.

We are entering a new era, and Bright Green Talent is dedicated to helping you gain the knowledge, the tools and the skills to survive and prosper in this new, emerging era. We believe that what we need is a completely new definition of prosperity or what we call The Good Life. We want to create a new definition of the Good Life that is relevant for this new era, that will enable us to be happy and healthy, enjoy rewarding work and help other people and our planet too. So, the new Bright Green Talent Mission is simply  “leading a Good Life” and this means living and working in a way that  is good for you, your community and our planet.  Our Website will provide the resources, tools and skills to help you lead  the Good Life at home and at work.

The Bright Green Vision of a Good Life 

We want to redefine what a good life means. For the last 50 years or so the good life has been associated with money and what it can buy. Most people in the world want a good life that consists of big homes, expensive cars, luxury goods, fame and power.  The tragedy is that only a few people can attain this and the disparity between rich and poor has only got larger as a result. Secondly, this is a completely flawed vision of the good life that is not supported by the facts.

The green economy is picking up momentum. The year 2012 holds great promise for people looking for green jobs. People across all segments of the United States are beginning to see the importance of environmental sustainability. Government, private industry, entrepreneurs and regular citizens have begun to take up the challenge to take action to save the planet by embracing the newer, greener technologies. Opportunities abound for people with training and ideas who want to find green jobs or create green businesses. They can find positions in government, the corporate world and urban and rural communities which will allow them to use their time, energy and ideas to have a positive impact on the movement to bolster environmental sustainability while earning a great salary.

As 2012 opens many green jobs will become available in the energy sector. President Obama and Vice-President Biden have proposed spending $150 billion on the New Energy for America plan over the next 10 years. These new positions are slated to begin in spring and summer of 2012. They can add tremendous impetus to the green economy. People who have training and preparation can utilize them to help America create and manage the new technologies designed to break the country’s dependence on fossil fuels.

Wind, solar and water power industries are poised for a dramatic influx of new people and ideas necessary to bring the benefits of these renewable clean power sources into the homes and businesses of millions of Americans. Already major corporations have begun to make changes in the way they do business to align themselves with the green wave which is washing over the country. Innovative new farming techniques, the growth of recycling, the production of biodegradable packaging and the design and construction of new more energy efficient homes and offices all portend well for people seeking green jobs in 2012.

People seeking green jobs need not create their own companies. Many major corporations are greening their supply lines and are looking for people with training, ideas and experience to assist them. There is a growing demand for green transportation options. Colleges and universities across the country are gearing up to offer more majors in fields related to environmental sustainability. Federal, state and local governments are looking for people with expertise to design, implement and manage systems and technologies to better utilize their air, water and solar resources. It is truly an exciting time for people interested in environmental sustainability.

From local stores to multinational corporations business leaders see the value and long term impact of ensuring their companies take steps to better manage their resources. In a broad spectrum of industries 2012 is shaping up to be the year of the green jobs.

The year 2011 was a very important one for the green economy. Gains were made on several fronts. Many established companies sought to make facets of their supply chain greener. That meant more opportunities for people, businesses and organizations focused on environmental sustainability. The average person sees people involved in building green businesses as part of a fringe movement. The commitment to green business and environmental sustainability made by governments, organizations and individuals and the positive media coverage it received in 2011 has helped to begin changing that perception and stimulate the growth of green businesses.

For the green economy 2011 was an important year. A large number of green jobs were created and thousands of new green businesses emerged internationally as entrepreneurs began to respond to the call for newer greener businesses to provide products and services to people and corporations worldwide. Green office space has made progress. Energy efficiency has also made strides. The density of packaging has declined and recycling has increased. This has provided opportunities for a number of entrepreneurs who specialize in organic packaging and a variety of other innovative green technologies.

Some challenges still remain. Organic farming, while it continues to grow, still represents less than 2% of the total farmland in the US. More electronic waste products are being recycled than ever before, however production dwarfs recycling so there is a net gain in the amount waste electronic parts. The production of energy related greenhouse gasses is also problematic. It has actually risen over the past 12 months. The broad mass of consumers, while they have taken some steps towards supporting the green economy, remains the biggest obstacle. They must be encouraged to fully embrace the concept of going green.

The green economy made progress in 2011, but many opportunities remain. Creative entrepreneurs can transform challenges in organic farming, electronic waste and energy related greenhouse gasses into the success stories of 2012. “Clean technology is the next wave of innovation Silicon Valley needs to capture.” Chuck Reed, the mayor of San Jose said in August as he cut the ribbon on a major solar power project. Projects like those are opening all over the country. Innovation in solar, wind and water energy, the greening of many mainstream corporations, recycling and other socially conscious efforts of ordinary consumers and the new businesses created by entrepreneurs committed to the green economy made 2011 a good year for the green economy. But there is a long way to go. The Brookings Institution reported in July 2011 there were 2.7 million green jobs representing 2% of the US economy. It is a good start, but there is much more work to be done.

The big question is how we move forward in 2012. What can we learn from the last 12 months and how can we maintain and increase progress. Clearly business, government and non profits need to cooperate more and integrate their efforts to achieve greater impact. Green business is here to stay and in 2011, despite the recession, progress was made against all the odds. This is because there are millions of people who believe in sustainability.

The year 2011 saw green jobs continue to grow in a number of key areas. Even as the economy overall had a rocky year, the green economy saw steady growth. Green jobs opened up in a number of sectors. Even President Obama set aside money in the budget to encourage entrepreneurs to go green. It shows that on all levels of society people recognize the importance of working to create jobs related to saving the planet. For those considering perusing educational and business opportunities in environmental sustainability the future is bright. They are in the vanguard of a movement determined to play a significant role in keeping the planet healthy.

The past year has shown that green business is the future. Not only are careers and businesses based in the green economy good for the planet, they can generate significant incomes as well. When President Obama stated his opposition to Proposition 23, the legislation that would have allowed companies doing business in California continue releasing carbon dioxide at their current rate, he gave a great boost to the green movement and signaled his support for the need to create more green jobs. It was a huge victory for the green economy.

People on all levels of society have begun to recognize that the green economy and the green collar jobs it creates are good for everyone. These jobs challenge the young to change their vision of what is possible and what is necessary. It has led to innovation in all segments of society. Green jobs are good paying jobs which encourage people young and old to think globally but act locally. Such thinking will transform local communities, create jobs, reinvigorate the economy and increase prosperity and the quality of life for large numbers of people. The strides made in 2011 confirm this is true, and that this could be a great model for the future of our economy and our society at every level.

In 2011 the USPS decided to make steps towards going green with Go Green stamps and recycled envelopes. The 15 stamps have messages on how to help the environment. The recycled envelopes are made from post-consumer fiber which keeps waste out of landfills. The USPS also offers Go Green stationary which folds into a mailer and eliminates the need for an envelope. The 21 members of the Asian-Pacific Economic Cooperation forum made the commitment for its members to go green in 2011. Nike also increased its recycling and sustainability efforts. These actions show the move towards environmental sustainability made significant progress in 2011.

Progress was not made across all sectors  in the creation new green jobs, yet it was made on many fronts. Colleges worldwide began to create majors focusing on energy management and green technologies which can support environmental sustainability. Governments and entrepreneurs invested millions in green businesses. It all signals 2011 was a reasonable year for green jobs. We now look forward to growth in 2012, and hope that the green jobs agenda is promoted with full vigor. Bright Green Talent will play our role, and we encourage every form of organization to find a way of hiring staff who can develop alternative energy, eco efficient solutions and innovative green products. We need them more than ever.

Even in these tough economic times, transforming old inefficient businesses into more productive greener ones is an important step in the move towards environmental sustainability. Making this type of transition makes economic green dollars and environmental green sense. It also creates new green jobs and puts people to work conceptualizing, designing, building, installing and running these new green technologies. Businesses can make simple changes like transferring to green hosting to go to yahoo.green hosting.Visionary leaders understand and welcome the economic and social benefits of greening their infrastructure and are taking bold steps in that direction.

One such example of visionary leadership utilizing green technology to improve their infrastructure, increase their production capacity and create good green jobs is the changes taking place at the Spanish-owned electric utility company Scottish Power Energy Networks. Scotland has an old and inefficient electricity network. Led by chief executive Frank Mitchell, Scottish Power is working towards a new, more productive, energy efficient future for the company. They have announced a plan to invest £3 billion to upgrade Scotland’s ancient electricity network to utilize more renewable energy sources.

Scottish Power has begun the process of replacing about 500 miles of outdated and inefficient overhead lines and upgrading one fifth of its substation equipment. The upgrade to the more efficient technology will allow Scottish Power to add 11GW of renewable energy to the grid. The process will require the creation of 1,500 green jobs over the next 10 years. Scottish Power’s Frank Mitchell has stated the company is committed to hiring a younger workforce and providing them with the training to create a new generation of energy industry workers.
Upgrading the equipment will allow Scottish Power to increase transmission capacity between Scotland and England. It will allow the exchange of three times as much electricity between the two countries. A newer, stronger, more modern network to handle their renewable energy ambitions will be created. This greener network will let the companies that generate electricity more efficiently, reliably and cheaply provide energy to the homes and businesses that rely on them.

In 2009, Scotland exported £845 million in low-carbon and renewable energy goods, with wind at £112m and solar PV at £88m. Now, Scottish Power plans to hire an army of young graduate engineers and apprentices and retrain workers under age 25 to replace its aging workforce. Their goal is to ensure Scotland’s energy power grids will be able to adequately handle the energy needs of the 21st century and beyond through the use of new greener technologies.

Scotland is a very small country compared to the US, and we expect to see a massive demand for renewable energy experts over the next 10 years. If we are to build a bright green future we will need to transform our energy infrastructure and we can learn a lot from Europe. In Europe energy is far more expensive than in the US and this has helped to motivate change from government and business. We believe that government must support the same approach here. So why not get on board and help transform America. If you are interested in green jobs please click the button on the right of the screen and find the ideal opportunity in your location.

Everyone knows how tough the green job market is right now and it might take a while to find that perfect position. So the question is what do you do while you are waiting? You could consider another type of job, or do an internship but a number of your peers are also considering studying for a green MBA and other forms of sustainability education programs. The choices are increasing all the time and this is a good time to investigate this route in your career.

Investing in your education has always been a great option. In the gloom of the recession, I detect some light. Indeed, I feel that we might be at the dawn of a new era defined by a shift to “The Green Economy”. In the same way Franklin Roosevelt helped to lift the US out of the Depression with major investments in infrastructure and the military, it seems that President Obama believes that investment in Renewable Energy might have the same positive effect. His number one priority might be dealing with the current recession, yet he sees that the opportunity to build a new Green Economy checks many critical boxes for his new administration.

In theory, the Green Economy holds out the promise to create millions of new jobs, rebuild our infrastructure and bring us out of recession. The massive transition from fossil fuels to renewable energy could usher in a new age of prosperity, and create an industry far larger than information technology and the internet combined. President Elect Obama has promised to tackle the wide range of environmental problems we face, and has already delivered speeches pledging major new legislation to reduce carbon emissions.

Aside from the economic benefits, the Green Economy would enable us to become energy independent. There is a consensus across this country that the US can no longer depend on Foreign Oil, and political and military imperatives are contributing to the urgency for investment in Solar, Wind and Geothermal.

He will also be following his counterparts in Europe, where national and EU regulation and subsidies have driven much of the growth of the green sector. There is tremendous public support for change, founded on the almost universal acceptance that climate change is real. The Green Economy is not a Fad or the artifice of the progressive media. It is real, and it is what businesses and the public want. Increasingly, “Conscious Consumers” are voting with their dollars and large businesses like Wal-Mart are responding with extensive sustainability initiatives.

Our challenge is that the massive economic transition will not happen overnight, and the new Administration cannot be successful on its own. We need leaders across all sectors including government, non-profit, education and business. If we are to change our energy infrastructure, if we are to change our homes, our offices and our transport we will need to create millions of new green jobs. This will also require an unprecedented program of training and retraining in specific skills such as green building design, solar installation and energy efficiency.

Above all, we will need to develop new leaders. In a previous article I introduced the term “Bright Green Leaders”. They share a bright, positive vision of a green future where society has shifted from fossil fuels to renewable energy, and environmental protection is a top priority. Bright Green Leaders believe we can solve our environmental problems through innovation, design, creativity and the mobilization of people, finance and organizational resources. They dedicate their careers and towards leading their organizations, communities and families to a bright green future in both the private and public sectors.

Currently, there are very few of these leaders and there is a pressing need for a new type of education to provide many more. At many types of Sustainable MBA program  across the globe, there is a push to train these leaders to build the Green Economy, and our mission at Bright Green is to educate Bright Green Leaders in the following core competences

How to Present the Business Case for Green

Managers and Executives will need to demonstrate the Green Advantage, and ensure their strategy for Corporate Social Responsibility incorporates specific benefits, such as how the business will reduce expenses and increase profits.  The ethical case for sustainability is compelling, yet is insufficient without clear evidence of a return on investment. Bright Green leaders are still measured by the same metrics as every one else. They will enjoy the same financial, strategic and management capabilities as other MBA graduates, with the added specialist expertise of how to apply these capabilities to promoting sustainable and CSR practices to  achieve competitive advantage for their organizations.

How to Innovate

Every business has the potential to go Green.  There are obvious “short-term wins” like reducing energy use, car pooling or a recycling scheme. The broader, strategic opportunity lies in Innovation. What new sustainable products or services can we provide? How can we green our Supply Chain? How can we restructure our business model to reduce energy and create an authentic green brand?

Currently, the Auto Industry is being forced to confront these questions. There is pressure on the Big 3 to make more fuel-efficient cars if they want to be major players over the long-term.In contrast, Toyota has relentlessly pursued a strategy of Green Innovation over the last decade and their success, especially in comparison to GM and Ford, is clear.

Such case studies will form the basis of  a good Green MBA program, and we will be compiling many more from every industry and every size of business.

How to Lead Change

Introducing Corporate Social Responsibility into a business requires much more than switching light bulbs or putting recycle bins in the canteen. Genuine change occurs when leaders create a vision, communicate values and help to change employee attitudes and behaviors.  Green MBA programs need to focus strongly on change management, communication and employee engagement. At green business schools, we are harnessing our extensive experience in the field of coaching, consulting and organizational psychology. We are calling on the legacy of former teachers such as Abraham Maslow and Carl Rogers to develop the interpersonal skills to bring about real change with all stakeholders.

Moreover, in the spirit of our tradition, it seems that a green MBA puts our graduates in a strong position to satisfy each of Maslow’s famous hierarchy of needs. In the emerging Green Economy, our graduates will be better placed to satisfy their physiological and safety needs by enhancing their chances of finding a job and achieving job security. They will satisfy their Social needs by being part of a new movement of Green Leaders, and their Esteem needs through the recognition of their contribution both to profitability and the environment. Above all, they increase their potential for self-actualization. They will be engaging their values and their passion at work. They will no longer need to choose between the financial appeal of a business and the ethical appeal of a non-profit. With a Bright Green MBA they can have the best of both worlds, and achieving career success and personal fulfillment.

Here at Bright Green, we plant a tree after successfully recruiting new, talented leaders into select, thriving, green businesses.  It’s a nice reminder, that while we tend to keep an eye on the bigger picture, an entire forest is comprised of many individual trees.

When we think of renewable energy and the wind industry, we think of the forest, or the large scale wind farms, which are immensely beneficial, yet face criticism due to the minor environmental impact they allegedly cause to the landscape.  One ancient town in Italy is actually making money off their turbines and Elizabeth Rosenthal talks about smaller design developments in her NY Times blog article Thinking Smaller, and Still Smaller, on Wind Power.

Smaller projects also exist here in the United States and are having an incredibly positive impact on our people and our planet.  Northern Power Systems in Warren, VT has many worthy community projects such as these and the Village of Cascade is one such example:

Faced with rising power costs and a volatile energy future, the Village of Cascade trustees were determined to offer forward thinking solutions to the same dogged question—how to pay for their community’s assets? The answer was apparently blowing in the wind and across a small hill where the village’s wastewater treatment plant is located. Two community friendly Northwind 100 turbines were purchased to generate all the energy required to power the facility’s aeration system, making it the first net-zero energy wastewater plant in the state of Wisconsin. The Village of Cascade will save approximately $30,000 a year with their two Northwind 100 turbines, a significant amount for a community with an annual town budget of $330,000.

With each powerful leader, with each tree or turbine, we are moving the needle towards the solution.

Two Texas oil companies are spending millions on Prop. 23, an initiative that will kill California’s clean energy and air pollution control standards. Prop. 23, The Texas Oil Companies’ Dirty Energy Proposition will allow polluters to avoid our state’s clean energy standards, kill competition and jobs from California’s emerging clean technology companies, and keep us addicted to dirty, costly oil.

Join the campaign to stop Prop 23.

According to a recent article in the New York Times, this year’s extreme heat is putting the world’s coral reefs under such severe stress that scientists fear widespread die-offs, endangering not only the richest ecosystems in the ocean but also fisheries that feed millions of people.  The heat is causing extreme bleaching of the reefs, drastically affecting the marine life.  While coral reefs occupy a tiny fraction of the ocean, they are the home to approximately a quarter of all marine species, including a abundance of fish.  Reefs are often referred to as the rain forests of the sea, as they are the foundation not only of important fishing industries but also of tourist economies worth billions.  Scientists have linked the trouble with the reefs to climate change.

Often amidst the flurry of our busy lives, we fail to take note of many things, particularly those that are not immediately visible to us.  The direct link between the bleaching of our corral reefs to climate change reminds us, yet again, that it is time to take notice.  Moreover, it is a call for action.

Here at Bright Green Talent we hear that call to action.  And, we answer it by serving as a trusted advisor to this critical, newly emerging market – ensuring that the right leaders are being recruited and retained, to further the development of alternative energies, greener buildings and sustainable development.   The time is now.

For three years, I’ve run a green job placement agency in San Francisco: Bright Green Talent (shameless plug, apologies). So when San Francisco’s own Byron York broadsided green jobs — “whatever they are” — as poorly defined and understood by the very government financing and supporting them, I felt obliged to step in and ask a couple questions of Mr. York:

1) What’s your definition? And why are we debating this to begin with? Please, Mr. York, at a time of painfully high unemployment, lets not get caught on the semantics, and instead get behind the effort to put people back to work.
2) At a time of environmental devastation writ large, why shouldn’t we pursue green jobs? Green jobs — however they manifest themselves –- are part of the solution.

If Mr. York can’t decode “green jobs” by walking around San Francisco, then I’d invite him to join me for a day of volunteering with SF Rec and Park department, where he can get a first-hand view of what frontline green jobs look like across the economic spectrum — from volunteerism to gardening to high level management and strategy.

To those of you out there keeping the “green job” faith — rock steady. The tide’s turning, and green shoots are sprouting — it’s just a matter of time until the whole world comes to understand the impact green jobs can have on our economy, environment, and souls. And if you want to be on the frontlines of environmental change, join a generation of change makers finding new, more meaningful gigs at Job Rooster.

Here’s to being part of the solution…