A recent symposium hosted by Steelcase reinforced the idea that it’s not only possible, it’s essential to be green and profitable at the same time.

“Green by Design” attracted more than 200 business leaders and environmental advocates – with others on a waiting list – for a two-day, hands-on workshop featuring personal interaction with some of the country’s leading experts on sustainability.

Dave Rinard, director of Corporate Environmental Performance at Steelcase, says there was an “aha” moment in the planning for the conference, as the presenters recognized the natural fit in their content.

“You could feel the energy starting to build as they realized they could leverage each other’s case studies,” Dave says. “Each speaker was talking about helping businesses reinvent themselves to become more sustainable – and to make money.”

And without profits, even the most well-intentioned company won’t be around long enough to make a difference in the environment.

The symposium focused on a business infrastructure model developed by Prof. Stuart Hart at the University of North Carolina, with additional emphasis on marketing and product design and development.

Prof. Hart said capabilities such as pollution prevention, urban reinvestment, industrial ecology, life-cycle management and sustainable development all add up to a competitive advantage.

Green marketing expert Jacquelyn Ottman discussed the importance of integrating customer needs into the development of products that are both sustainable and successful.

Bill McDonough and Ken Alston of McDonough Braungart Design Chemistry, described success stories of “cradle-to-cradle” design, which perpetually circulates materials, as opposed to cradle-to-grave products that are eventually dumped in landfills.

Steelcase became involved through Peter Wege, former Steelcase board member and long-time environmental champion. The Wege Foundation provided the funding for the event and is considering the possibility of taking the symposium to other locations later this year.