In the wake of An Inconvenient Truth, the eyes of the business world have opened wide to the consumer demand for doing greener business. As a business advisor, I have noticed that my clients are always looking for ways to set apart their business in order to increase their company's bottom line. For many companies using environmentalism can be a very effective way of differentiating their business from their competitors.

One example of a company that uses its green thumb to stand apart from the crowd is Greenkarat.com. They sell jewelry that is made of recycled metal taken from old jewelry and other items. The company emerged with the goal of starting a trend to limit industrial methods of extracting jewelry's precious metals and gems from the earth that damage the land and endanger ecosystems. They knew that there would always be a demand for jewelry yet they saw an opportunity to do things differently. Their mission is to "...provide an ecologically and socially responsible jewelry alternative to those who seek change." Greenkarat rings have been featured in top magazines like InStyle Weddings and are enjoying much international success. While your company may not be able to be as green as Greenkarat, it is wise to observe how the trend of environmental awareness will affect the behaviors of your customer base and, in turn, do what you can to use this trend to your business' advantage while also taking part in helping this noble cause.

There are many ways you can go green. One thing all companies can do is recycle their garbage. Other potential recyclables include computer hardware and office equipment. You can also join one or more green organizations that can easily be found through the internet. Those with more money to invest in the cause can use solar panels to reduce their energy needs. Everyone can find ways of becoming a more paperless office. As a working mom, what are you doing to go green?

Of all the business trends in the market today, the recognition of the value of being environmentally conscious and eco-friendly is one that excites me the most. You have the power to not only add value to customers but also to make the world a better place. What better way to differentiate your business than by joining the fight against waste and pollution and actively working to preserve our natural resources?

Elizabeth Gordon is the author of "The Chic Entrepreneur: Put Your Business in Higher Heels".