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206 • Green Project Management

taBle 11.1
Ecomagination Goals
2008 2010 2012
Reduce GHG intensity 30% Double R&D to $1.5 Reduce water usage 20%
(goal achieved) billion (absolute)
Strive to grow revenues Reduce GHG 1% (absolute)
$25 billion
Note: Courtesy of General Electric.

constructed in Shepherds Flats, Oregon, approximately 140 miles east of
Portland, Oregon, is scheduled to begin in the second half of 2010 and be
completed two years later. The project is definitely “green by intent.”
There is no doubt that GE has a green focus. It has not always been that
way, but there are few companies that have been around as long as GE that
can say they have always had a green focus.

ecomagination
Ecomagination is a business strategy designed to drive innovation and the
growth of profitable environmental solutions while engaging stakeholders.
We invest in innovation through both our own R&D efforts and outside
venture capital investments. The resulting products enable GE and our
customers to reduce emissions while generating revenue from their sale.
Combining profits and energy savings, we continue to invest in environ-
mental solutions, perpetuating the cycle. 18

See Table 11.1 for a list of the ecomagination goals.

steWard advanCed materials—home
oF “the toxin terminator”

Green is not just about making or saving energy; it’s also about toxicity—
reducing it, preventing it, and even removing it. And here’s a story about a
powerful powder that can help remove toxicity. Imagine a powder that has
been engineered for extreme absorption. This powder—not imagined but
real, produced by Steward Advanced Materials, and winner of the Grand
Award in Green Technology from Popular Science magazine—can get
mercury-contaminated water 100 times as clean as any other method at