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Problem Drivers and Indicators • 15

money. If we see money going to green companies, we may be more likely
to use that financial institution.
Climate change in particular is in the forefront of people’s minds. Your
project stakeholders see it in Al Gore’s An Inconvenient Truth, in the
14
wildfires of number and scope at a level above historical records in the
increasingly dry (U.S.) West, in the unusually heavy and persistent rains
in the East, or an inordinate number of tornados in the Midwest.

The physical conditions causing drought in the United States are increas-
ingly understood to be linked to sea surface temperatures (SSTs) in the
tropical Pacific Ocean. Studies indicate that cooler-than-average SSTs have
been connected to the recent severe western drought, severe droughts of the
late 19th century, and pre-colonial North American mega-droughts. Some
climate model projections suggest that warming temperatures resulting
from increased greenhouse gases in the atmosphere could return the west-
ern United States within decades to more arid baseline conditions similar
to those during earlier times. 15

More and more people are becoming aware of and concerned about cli-
mate change. Given the choice between a company that is trying to reduce
its greenhouse effect (GHE) and a company that is not demonstrating a
desire to reduce its GHE, and given the “temperature” of consumers, the
choice is easy. Consumers are voting with their pocketbooks. “Green”
companies like Timberland, Patagonia, and Stoneyfield Farms continue
to prosper, even in a down economy. In July 2009, when other compa-
nies were closing stores, Timberland opened an eco-friendly store in New
York City. In a May 8,2007, article in the Financial Times, David Wighton

reported that Citigroup, the world’s largest financial services group, would
commit $50 billion to environmental projects during the next decade and
commit to increase 10-fold to $10 billion its planned investment to reduce
its own greenhouse emissions. He also reported that Citigroup has begun
to advise borrowers to make their projects more environmentally sus-
tainable to reduce their risks amid concerns about future environmen-
tal regulations. Other financial institutions like Bank of America are also
committing to greater emphasis on the environment.
Everywhere you look are ads and more ads touting green. There are
green landscaping companies using organic-based fertilizer; there are
green cleaning companies advertising the use of products safe for children,
pets, and the environment. With all the attention on green advertising