Green is the New Pink

As our country celebrates National Work and Family month in October, green is becoming the new pink for working women striving to balance their work and family responsibilities. For far too long, women's ability to juggle their personal life and career has been sorely limited by the minimal salaries women earn in female dominated fields, so-called 'pink-color' jobs. But now, by 'thinking green,' women can begin to achieve the work/life balance they desire by earning higher incomes previously made mostly by men.

How? This question was answered in many different languages by women representing 30 different countries at the Asian Women Entrepreneurs Conference held in Seoul in late-September, which focused on the global growth of the green economy. As the conference's opening keynote speaker representing the United States, I discussed how protecting the planet is becoming key to our economic renewal, and how it offers an opportunity for women to spearhead its growth. For example, the increased interest in energy efficiency is leading to the development of green-collar career-track jobs that directly contribute to increasing environmental quality. These jobs, which are in traditionally male-dominated fields like manufacturing, construction, operation, maintenance and installation, not only pay more than traditional female jobs, but are also experiencing a severe shortage of applicants with sufficient skills and training. Further, most positions require less than a four-year college degree, thereby providing opportunities for women at lower education levels to be trained for these higher-paying positions.

And for anyone who thinks women are not interested in entering these occupations, think again. Just look at the results of the Women in Apprenticeship and Nontraditional Occupations Act (WANTO), a program launched in 1992 to provide technical assistance to employers and labor unions in the placement and retention of women in non-traditional occupations. Women who entered the program were 25% more likely to hold a nontraditional job than women who did not. Further, holding a non-traditional occupation increases a non-college woman's chances of attaining a high wage salary by 48.66%. In light of today's economic climate, where women, for the first time in history, are on the verge of overtaking men as the majority of our nation's breadwinners, this increase is sorely needed, particularly as 82% of recent job losses have befallen men.

Even more promising statistics show that during the current recession, most U.S. senior executives believe business should be more involved in addressing major public issues like climate change. In a June 2009 study on corporate citizenship, 15% of the surveyed companies reported that they are increasing research and development for new sustainable products. "Despite the economic downturn, the value of corporate citizenship is growing as companies realize greater reputational advantage," says Chris Pinney, Director of Research and Policy at the Boston College Center for Corporate Citizenship. "This study reveals (that) companies are now more committed to communicating about their efforts related to social issues and concern for the environment than ever before."

For female entrepreneurs seeking work/life balance, the case for going green is even more compelling. Women-owned businesses are starting up at twice the rate of men's, and companies that are producing environmentally safe and healthy consumer products are growing at a far greater rate than their conventional counterparts. Businesses that provide these products and services will therefore not only find the green economy to be financially rewarding, but will also allow them to place a priority on the health and wellness of families, communities and the planet, which has shown to be increasingly important for women seeking balance in their personal and professional lives.

It is no surprise, therefore, that the benefits of working in occupations that support renewable energy and energy efficiency, combined with the business world's increased commitment to reducing climate change, resulted in 9 million jobs and $1,045 billion in U.S. revenue in 2007, up from $970 billion and 8.5 million jobs in 2006. It now seems clear that for the future success of women's work/life balance, those who undergo the necessary career training or develop businesses aimed at protecting the environment are sure to blossom in the growing field of green.

Lori Sokol, Ph.D., is Founder of Sokol Media, Inc., Publisher of Green Matters, Work Life Matters, and NY Residential magazines. She can be reached at [e-mail]