Green Team began in 1993 with one client and one dream: to use the power of communication so people, planet and business can all thrive.

It was a rocky road, a rollercoaster to say the least. It may sound like a cliché, but we really did start out in Hugh’s basement. From there, we evolved into a small, nimble team in a swanky little loft in Soho (well, it was technically Chinatown) with floors so uneven that a can of soda could roll all the way from one side of the office to the other, on its own.

The chaotic spirit then led us to another downtown loft, this time in Tribeca. It was in this refined neighborhood that Green Team itself became more refined in its thinking and process, as sustainability and the green movement began to enter the ethos, popping up on magazine covers, getting its own cable channel, and inspiring startups left and right. Our field was finally starting to have some powerful players.

Today, we’re located smack in the middle of New York, with the Empire State Building out one window and the Flatiron out the other. We have offices around the world and our clients range from Fortune 100 Companies to non-profits, but that youthful hunger and energy remain a tangible part of our culture. It’s why we challenge each other. It’s why we believe in the power of positive thinking. It’s why we work and live with a sense of purpose.

We’ve truly come a long way. Gone are the skeptics, gone are the raised eyebrows. Now, it’s widely understood that sustainability is a good thing for brands, for the people who purchase those brands, the people who work for those brands, and the world in which those brands operate. Consequently, the space is getting crowded, with countless companies telling their sustainability story and trying to navigate potential pitfalls such as false claims, over-promises, greenwashing, and strategies too focused on the short-term. The fact that we’ve been here through it all has given us a lens with which to see, feel and navigate the nuances.

That’s why, today, we work not only with clients, but also with other agencies and educational institutions, providing our vast knowledge and decades of experience.

After all this time, we’re energized each day by the fact that we’re finally seeing a change in how business is done.