It’s time for another installation of our 3 Questions series, where we ask industry experts about their organization’s environmental programs, perspectives on environmental policy, and how they reduce their own environmental footprint.

This week we interviewed Jennifer Woofter, founder and president of Strategic Sustainability Consulting (SSC). She’s been doing sustainability strategy consulting for seven years, and before that had a career in socially responsible investing (SRI). Jennifer has a master’s degree in Strategic Leadership Towards Sustainability from the Blekinge Institute of Technology in Karlskrona, Sweden.
Q: Are we doing enough to encourage the use of renewable energy through subsidies and incentives?
A: I would like to see a stronger emphasis on feed-in tariffs, and stronger net metering options for small-scale producers. However, I think one of the most powerful things that we could do is to reduce subsidization of fossil fuels. By artificially suppressing the cost of oil and gas (and all the industries that rely on fossil fuels), we are perpetuating the idea that fuel should be cheap.
Q: In your opinion, which industry sector has the greatest opportunity to impact the future of sustainable business?
A: Currently, I think that retail has the biggest role to play—simply because of their huge supply chain impacts. When a large retailer implements vendor sustainability standards, that action ripples out to impact hundreds, thousands and sometimes hundreds of thousands of other businesses. It’s an awesome sustainability echo chamber.
I’ve also come to realize that business—not government—is the real change-agent for sustainability. My opinion is that protesting in the streets about government policy is a waste of time. I’d rather work from within the system, where I can accomplish something more than holding a sign and chanting.
Q: What do you think the determining factor is in a consumer’s decision to buy green?
A: I think that it is ridiculous to try and categorize consumers into different levels of “green”. People will prioritize environmental aspects depending on the product category (e.g. food vs. automobiles), their current situation (e.g. financial stability, birth of a new baby, etc.), and their receptiveness to advertising.
The real message that I think green marketers need to understand is that “green” has to be icing on the cake. Their products have to meet the quality, price, service, sexiness and durability of a non-green product. Most people are not (and should not be) making a purchasing decision solely on the “green” factor.
Have a question for Jennifer? Feel free to leave one in the comment section below or on Twitter @jenniferwoofter!