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Understanding Green Project Fundamentals • 47

• the buildup of compounds and chemicals in the earth’s biosphere
• the progressive physical degradation and destruction of nature
and natural processes
• conditions that undermine people’s capacity to meet their basic
human needs (for example, unsafe working conditions and not
enough pay to live on)

Apple’s greenhouse gas emissions are approximately 10.2 million met-
ric tons. According to the Web site, “By reducing our packaging over
40 percent between 2006 and 2009, we ship 50 percent more boxes
in each airline shipping container. That saves one 747 flight for every
32,000 units we ship.” Apple also increased the percentage of weight
of products recycled per year from 18.4% in 2007 to 41.9% in 2008,
and has an estimated goal of 50% for 2010. Finally, Apple reduces the
energy use in the facilities by installing specific sensors for saving mil-
lion of kilowatts.

—http://www.apple.com

Cost oF greenality

Earlier, we discussed the cost of greenality. It is similar to the cost of qual-
ity in both the construction and, as stated earlier, its sources of opposition.
In order to drive greenality into a project, it is pertinent to discuss the
impacts if one doesn’t drive greenality into a project. So what is greenality?
Greenality could be defined as the conformance to a set of environmental
and sustainability objectives set for the project. We would rather think
of greenality in terms of stakeholder needs and expectations. Greenality
is focused on continually improving the environmental and sustainabil-
ity of all of the resources consumed on a project. With greenality built
into the project from the start (in the earliest planning stages), all of the
participants have matching goals and expectations, including the project
team. Therefore, greenality is driven internally as well as externally (see
the “Stakeholders” section later in the chapter). When we talk internally,
we also mean that the executive teams are focused on greenality and will