What is it? The subtitle says it all: “Why Going Green is the Ultimate Success Strategy for Women Entrepreneurs.”

Why did I write it?

Simple.

The Declaration makes the case that women – who are starting the majority of new companies – can create their own prosperity by focusing on health and wellness, work-life balance, and environmental protection.

I also argue that there may never have been a better time to begin than right now – in the midst of the worst economic recession since the Depression.

That’s a “sneak peak” at what you’ll find when you read The Declaration. Why don’t you download it right now  and see for yourself? Don’t forget to come back and tell me what you think!

During the current economic slowdown, companies that practice sustainability are outperforming their industry peers by substantial margins.

In  an analysis conducted by management consulting firm A.T. Kearney, in 16 of 18 industries examined, companies recognized as sustainability-focused outperformed their industry peers over both a three and six-month period, Over three months (September to November 2008), the performance differential across the 99 companies surveyed in this analysis worked out to 10 percent; over six months (May to November 2008), the differential  was 15 percent.

Sustainability companies were identified based on their inclusion in the Dow Jones Sustainability Index (DJSI) or the Goldman Sachs SUSTAIN focus list. The companies included such industries as travel and leisure, technology, healthcare, insurance, retail, and food and beverage.

According to the analysis, the more successful companies had four characteristics in common:

1. A focus on long-term strategy, not just short-term gains
2. Strong corporate governance
3. Sound risk-management practices
4. A history of investment in green innovations

Notes the report:

“Green innovations—such as reducing waste and emissions, using alternate energy sources, and producing natural products—have become something of a “me too” cause in recent years. Yet companies with a history in green innovations have reaped the most benefits.  And those that continue to make meaningful investments will continue to prosper, both in terms of business results achieved and public perception.”

Despite the gloomy economy, consumers say yes! According to the 2009 Cone Consumer Environmental Survey:

* 34 percent of American consumers indicate they are more likely to buy environmentally responsible products today

* another 44 percent indicate their environmental shopping habits have not changed as a result of the economy

* 35 percent of Americans have higher interest in the environment today than they did one year ago

* 35 percent of Americans have higher expectations for companies to make and sell environmentally responsible products and services during the economic downturn

Here’s what may be the most stunning statistic of all: 70 percent of Americans indicate that they are paying attention to what companies are doing with regard to the environment today, even if they cannot buy until the future.

My take-away from this? It pays to make your business as green as possible. And…it’s a great time to start a business that provides a greener product or service.

What do you think?