It's hard to see it through the darkness but it's there.
For months now, the dark clouds of the financial crisis have blocked the rays of prosperity we were once accustomed to. Now, we're starting to wonder if the storm will ever let up.
But through the haze of red ink, ferocious bears and tumbling markets is the proverbial light at the end of the tunnel. And, that light is green.
Actually, it's about $200 billion worth of green. It's spending that includes £100 million in the United Kingdom for home insulation and heating systems and $6.7 billion for improving efficiency in U.S. federal buildings. All money being thrown at the industry by governments worldwide.
When we finally emerge from the doom and gloom, those companies which capitalize on green innovation are those who will find the proverbial green in their wallets.
"Companies need to try to position themselves," says Bob Willard, author of the The Sustainability Advantage. "We're looking at a new economy. We're looking at a low-carbon, green energy economy."
This can be hard to picture for the average person cutting back on household budgets - there, green is usually the first to go. A recent survey by Mintel found that the majority of consumers said that organic food and environmentally-friendly cleaners were too expensive.
But, while consumers cut back, governments spend.
Around the world, administrations are propping up their economies with incredibly green stimulus plans. Since July 2008, the U.S., the European Union and Asia have enacted 250 new environmental policies and committed more than $200 billion combined. In Canada, January's budget followed suit by committing $1 billion to a green infrastructure fund.
"That's a lot of money," says Willard. "Green has been able to piggy-back on the financial crisis and the smart folks are investing a significant amount of money."
Now, it's up to business to seize the opportunity.
Any good CEO wants to be on the receiving end of green stimulus. That means business should be looking to develop green technology, energy and infrastructure.
"It's just smart business. There's a lot of money being thrown at this," says Willard. "It's actually turning out to be strangely good for the good guys."
In the United States, the stimulus package includes $8.4 billion for transit, $6 billion for clean and safe water, $6 billion in loan guarantees for renewables and $2 billion for advanced batteries.
It even includes $5 billion for household weatherization. This means a boost for companies providing this - the Department of Energy has a goal to retrofit 10 million homes in the next 20 years.
But, this doesn't just go for smart businesses - it goes for smart individuals. In order to weatherize those 10 million homes, the Department of Energy estimates they will need 1.25 million workers.
The job potential is comparable to that of Silicon Valley. Today, a specialized green degree will put new graduates in demand. Green stimulus is already addressing this - the U.S. Department of Commerce recently gave Hocking College a $1.6 million grant to build a learning facility for their sustainable energy programs.
It's an interesting turn - green used to be focused on saving. Companies like Xerox already capitalized on this by switching to energy-saving bulbs and recycled paper. In doing so they saved 1.5 billions tons of waste and $2 billion dollars.
But saving isn't enough anymore.
"The smarter companies will capitalize while the slower ones may not make it," says Willard. "That's life in the jungle of the corporations."
That's where the green light at the end of the tunnel becomes clear.
Making this happen will be no easy feat - but it's something your business will thank you for. Otherwise, you could get left in the dark.
Our 2024 Coverage Needs You
It's Another Trump-Biden Showdown — And We Need Your Help
The Future Of Democracy Is At Stake
Our 2024 Coverage Needs You
Your Loyalty Means The World To Us
As Americans head to the polls in 2024, the very future of our country is at stake. At HuffPost, we believe that a free press is critical to creating well-informed voters. That's why our journalism is free for everyone, even though other newsrooms retreat behind expensive paywalls.
Our journalists will continue to cover the twists and turns during this historic presidential election. With your help, we'll bring you hard-hitting investigations, well-researched analysis and timely takes you can't find elsewhere. Reporting in this current political climate is a responsibility we do not take lightly, and we thank you for your support.
Contribute as little as $2 to keep our news free for all.
Can't afford to donate? Support HuffPost by creating a free account and log in while you read.
The 2024 election is heating up, and women's rights, health care, voting rights, and the very future of democracy are all at stake. Donald Trump will face Joe Biden in the most consequential vote of our time. And HuffPost will be there, covering every twist and turn. America's future hangs in the balance. Would you consider contributing to support our journalism and keep it free for all during this critical season?
HuffPost believes news should be accessible to everyone, regardless of their ability to pay for it. We rely on readers like you to help fund our work. Any contribution you can make — even as little as $2 — goes directly toward supporting the impactful journalism that we will continue to produce this year. Thank you for being part of our story.
Can't afford to donate? Support HuffPost by creating a free account and log in while you read.
It's official: Donald Trump will face Joe Biden this fall in the presidential election. As we face the most consequential presidential election of our time, HuffPost is committed to bringing you up-to-date, accurate news about the 2024 race. While other outlets have retreated behind paywalls, you can trust our news will stay free.
But we can't do it without your help. Reader funding is one of the key ways we support our newsroom. Would you consider making a donation to help fund our news during this critical time? Your contributions are vital to supporting a free press.
Contribute as little as $2 to keep our journalism free and accessible to all.
Can't afford to donate? Support HuffPost by creating a free account and log in while you read.
As Americans head to the polls in 2024, the very future of our country is at stake. At HuffPost, we believe that a free press is critical to creating well-informed voters. That's why our journalism is free for everyone, even though other newsrooms retreat behind expensive paywalls.
Our journalists will continue to cover the twists and turns during this historic presidential election. With your help, we'll bring you hard-hitting investigations, well-researched analysis and timely takes you can't find elsewhere. Reporting in this current political climate is a responsibility we do not take lightly, and we thank you for your support.
Contribute as little as $2 to keep our news free for all.
Can't afford to donate? Support HuffPost by creating a free account and log in while you read.
Dear HuffPost Reader
Thank you for your past contribution to HuffPost. We are sincerely grateful for readers like you who help us ensure that we can keep our journalism free for everyone.
The stakes are high this year, and our 2024 coverage could use continued support. Would you consider becoming a regular HuffPost contributor?
Dear HuffPost Reader
Thank you for your past contribution to HuffPost. We are sincerely grateful for readers like you who help us ensure that we can keep our journalism free for everyone.
The stakes are high this year, and our 2024 coverage could use continued support. If circumstances have changed since you last contributed, we hope you'll consider contributing to HuffPost once more.
Support HuffPostAlready contributed? Log in to hide these messages.