(AP file / Peter M. Fredin)
The Denver Post reports that Aspen Skiing Co. joined a lawsuit to stop global warming. Vail Resorts Inc. made a record-setting wind-energy buy. Tiny Wolf Creek Ski Area committed itself to renewable energy. Colorado Ski companies are beginning to understand the advantages and opportunities of moving towards sustainable business practices. The article outlines the following as their motivation:
- From a marketing perspective, it’s a way to appeal to the demographic that fills their slopes. A recent Aspen Skiing survey found that 30 percent of its guests view environmental stewardship as being of "high importance," up from 10 percent five years ago.
Wall Street is also beginning to value corporate environmental stewardship, according to Nancy Skinner. She is the U.S. director for The Climate Group, an international nonprofit group that promotes business leadership on global warming. Its members include British Petroleum, HSBC Holdings, Starbucks, Timberland and Johnson & Johnson.
- Financial powerhouses Goldman Sachs Group and JPMorgan Chase have joined in, adopting policies on investing in environmentally sensitive industries.
"We’re an investment bank. We’re in business to make money," said Christopher Williams, spokesman for Goldman Sachs, which has pledged to invest $1 billion in alternative-energy ventures. "We think this is good for business, as well as the right thing to do."
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