Blue is the New Green

Just when it seems everyone is finally grasping the "green" concept, we're being thrown a new style of curve ball in the sustainability game and it's not green at all. In fact, it's blue.

Now, I hadn't heard a thing about "blue innovation" until I stumbled upon this post at PSFK.com, but judging from the companies profiled, blue thinking has been around for a bit. If you're like me and the "blue" concept is a stranger, here's what you need to know:

• It goes much deeper than a sustainability project; it's long-term strategic planning.
• It incorporates sustainability into brand strategy.
• It involves all of a company's stakeholders -- employees, customers, communities it serves.

In other words, it's a more integrated, emotionally-charged, and permanent form of green, and I think it's a smart move for companies touting their social responsibility and sustainability records. True sustainability is more a way of being than a few projects in a business plan. It can't be put on hold until a more convenient time. Fortunately, blue thinkers recognize this. Unfortunately, not all green-minded companies subscribe to the blue way of thinking -- yet.

With companies like IBM and Walmart leading the way, I think it'll only be a matter of time before more companies ride the blue wave. What do you think?