GREEN
05/21/2009 05:12 am ET Updated May 25, 2011

Does Green Have To Be Expensive? (VIDEO)

True or false: The hardest thing about going green is accepting the higher cost.

FALSE!

The belief that going green is costly is itself a costly misunderstanding. Cutting back on energy means cutting back on cost -- and cutting back on waste means (you guessed it) cutting back on cost.

Sure, there are premium green vendors out there who want you to splurge on their brands because they're both green and fashionable, but that's not the way it has to be. And that's something that Marcal CEO Tim Spring was proud to tell us last week.

WATCH:

Wartime efficiency inspired cost- and energy-efficiency in a business model that has lasted 50 years. A great lesson.