The newly formed Green Media Alliance, a partnership of media related firms, will hold its first-ever business-to-business event, “How to Survive in Tough Times” Friday (April 24).

The half-day of events will feature a morning workshop, Green Marketing 101, followed by networking and exhibits and then a luncheon with the aim to bring businesses together to share solutions capitalizing on growing consumer trends demanding a green marketplace.

Jacquelyn Ottman, a Manhattan-based consultant to Fortune 500 companies, is the keynote speaker. She is responsible for the EPA’s Energy Star program that has become a familiar signpost on consumer appliances. 

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The move to green can be a significant financial investment for a business, especially in these recessionary times, but when asked if she sees it paying off, Ottman says, business should be able to more than recoup their initial financial costs.

“Businesses can’t afford not to go green,” she said. “Just reducing a business’ energy costs and resource consumption saves a lot of money and makes a great statement about your commitment to the environment.  Moreover, businesses should see green as an investment in their future, because green also makes businesses more sustainable, innovative and competitive in the long term.”

One of the main thrusts, behind the Green Media Alliance is the fact that consumer attitudes are changing, says Mikaela Quinn, founder of Tucson Green News. She says a ‘cultural shift’ has been happening over the past 10 years and most recently has been shown in the results elections, including last year’s election of President Obama.

“Our country is now on the ‘other side’ of the market shift and the future of business is absolutely on a ‘green’ blueprint,” Quinn says. “The stats are out there to show that nearly half of all consumers are actively looking to support businesses that are taking even the smallest steps to being green.”

One of the sponsors of Friday’s event is Wells Fargo where Bill Holmes, vice president of community relations in Tucson, says integrating environmental responsibility into the way Wells Fargo does business is a way to build a strong community.

“In 2005, Wells Fargo announced our 10-point commitment to integrate environmental responsibility into our operations and business practices,” Holmes said. “The commitment included a pledge to provide more than 1 billion in lending, investments and other financial commitments to environmentally beneficial business opportunities within five years.  Since then, Wells Fargo has provided more than $3 billion in financing for green business opportunities, exceeding our financial goal more than two years ahead of plan.”

Sponsors of the green event also include Arizona Lithographers, Seaver Franks Architects, Arizona Party Rentals, Tucson Electric Power, Cox Communications, Legendary World Travel and Shafer Cleaners.

How to Survive in Tough Times

Green Media Alliance inaugural business-to-business workshop focusing on consumer demands for a green marketplace.

When: 8:30 a.m. Friday

(April 24) goes through lunch

Where: Doubletree Hotel at Reid Park, 445 S. Alvernon Way

Cost: $150 for morning workshop (limited seating), $40 for lunch and keynote address. Tickets available online at www.gmatucson.com or (520) 749-5845. Deadline for registration is Tuesday (April 21).

Mae Lee Sun is a Tucson-based freelance writer.