Is Going Green Good Enough Anymore?

Advanced Micro Devices Inc. was planning to open a $270 million campus in Oak Hill, Texas on some environmentally sensitive land. In 2005, in order to help get approval for this construction, the company promised to donate a total of $3 million to help purchase land for a preserve upon completion. Well, just a few days ago, as AMD opened its new campus, they donated the balance of the pledge, $1.5 million. This money will be split among several organizations, according to the Austin American Statesman, including $750,000 to purchase 44 acres near the Pedernales River’s Westcave Preserve, $650,000 for the Hill Country Conservancy and $100,000 to the Lady Bird Johnson Wildflower Center for its grassland management research and demonstration project.

Why isn’t this project getting thumbs up from everyone?

Well, initially, local conservation groups such as Save Our Springs Alliance, fought bitterly to keep the construction of the AMD campus from being built, as it was near the Barton Springs watershed. However, after many lawsuits, AMD had won the right to build on this property, but it did not win the hearts of those involved in the lawsuits and local environmental activists.

It would appear that AMD, in this instance, did all they could to assuage the community by building a campus to the highest degree of conservation. AMD brought in sustainability experts when designing the campus, which features rainwater harvesting, native plant landscaping, energy-efficient buildings and many other environmental features.

While no project can get the support of 100% of the community, this project should be able to gain the support of the community and shine a positive light on AMD in due time.

Kudos to AMD.  In my opinion, this is the way for a company to take on a construction project that might have angered the community and turned it into a win-win situation—for AMD and for the community.

You can’t win approval of 100% of the community, and in many examples, environmental activists want zero growth, regardless of what a business proposes.

I hope other businesses can learn from this example. You can be a good steward of the land, while creating jobs and improving the local economy by taking pro-active steps. It is the right way to do business and it will save money in lawsuits and ill-will.

Go Green- it makes economic sense.

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Robert Piller is President of EcoMarketing Solutions LLC, a company that helps businesses promote themselves to their customers and prospects using environmentally-friendly promotional products that won’t end up in a landfill.  He can be reached at robert@ecomarketingsolutions.com.