Operate in the Green

We founded GreenGen because we know there is a different way to think about energy and real estate. The traditional approach was to ask people to invest in sustainability without a clear return on investment. GreenGen's approach to Operate in the Green allows mutual benefits that catalyze each other, providing for a double bottom-line, creating a firm that is an impact investor.

‘Green’ isn't simply money or the environment. It's the ability to generate two types of green — a financial return and improvement in sustainability metrics in a way that provides the financial incentive to accelerate companies’ focus on sustainability.

We use energy to drive both a financial return and a sustainability return. In other words, a double bottom-line where there's a financial return and a return for the environment. To us, this is what it means to Operate in the Green.