Russ Gaskin is the Chief Business Officer at Green America, a nonprofit membership organization whose mission is “to harness economic power — the strength of consumers, investors, businesses, and the marketplace — to create a socially just and environmentally sustainable society.” Gaskin’s job is to work with small businesses to identify what they need in terms of an economic action plan to grow in an environmentally responsible way. “Green consumers are different than mainstream consumers,” Gaskin explains. “Any business that wants to be selling to that segment needs to do their research. It’s not just about price, quality, etc. — [green customers] tend to integrate social concern. Businesses need to understand the shift that’s happening; customers want more integrated value in the stuff that they are buying.”

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