Mission:

GreenRight's mission is to promote greater environmental quality for all by advancing the practice of green living for the underserved.

In order to avoid the catastrophic effects of further environmental degradation within our consumer-driven society, defined largely by needless waste and planned obsolescence, all strata must quickly embrace the practice of green living. Yet a growing number of those at the bottom of the socio-economic ladder simply cannot afford to do so. This tragic fact becomes even more troubling given their unique vulnerability to ecological disasters of all types. GreenRight aims to address this problem by creating equal access to ecological information, goods, and services - regardless of socio-economic status.

Strategy:

GreenRight will introduce a new eco-brand into the marketplace in collaboration with existing eco-labeling initiatives. This brand will ensure consumers that they are purchasing a sustainable product from a reputable business - and at the same time supporting charitable causes. For GreenRight will then use the funds generated from branded products to subsidize the prohibitive upfront costs of more sustainable products and lifestyles for those underserved in society. In doing so, GreenRight will harness the economic power of supply and demand in order to realize the best possible future: a more socially just and sustainable society and thus a greener, healthier planet.

Social Return

Taking advantage of market forces, GreenRight will create systemic social and economic change by: 1) introducing a revolutionary marketing strategy to be widely adopted within the marketplace; 2) using economic principles of supply and demand to rapidly green the marketplace by making eco-products and services more permanently accessible; 3) encouraging both Socially Responsible Investing as well as Corporate Citizenship within a collective world view; 4) supporting authentically green businesses and spurring the sector's technological innovations; and 5) challenging large retail conglomerates to go green by creating viable purchasing alternatives for the poor. Generating this new virtuous cycle effect within existing societal infrastructures, GreenRight will act as the missing eco-link and help generate the momentum needed to create a sustainable economy - sooner rather than later.

Logistics

The organization will be founded in three phases over the next three years: Startup, Generation of Revenue, and Generation of Service. Only the initial two phases require substantial outside funding. The first GreenRight storefront facility, a crucial component of phase three, will service the Shenandoah and Roanoke Valleys in addition to the Greater Charlottesville Area, located in mid-western Virginia. Enormous opportunity for organizational growth and service expansion is expected on both a national and global scale.