Last year, when Mecklenburg County commissioned a survey to measure local attitudes about recycling, it found that 50 percent of those who didn’t recycle were African American. Caucasians accounted for 43 percent.

For Dee Dixon, Brandi Williams and Nepherterra Estrada, findings like that present a business opportunity, as well as a chance to educate.

Earlier this year, Williams, owner of studio b public relations, joined Dixon and Estrada of Pride Public Relations to form a strategic partnership. Their goal: Contract with businesses and local governments to promote “green” issues in minority communities nationwide.

As government and industry spend more to promote recycling and smart energy use, the women say, it is important that black and Latino communities – as well as minority-owned businesses -- not be left out.

“We definitely see it as a good business strategy, but at the same time, it’s about us providing a service that is definitely needed,” said Estrada, who also co-owns a Milwaukee public relations company that has worked with government there to promote recycling.

Dixon, owner of Pride Communications, said the company’s public relations unit has launched a green division to focus the team’s efforts.

The idea of forming a partnership came about earlier this year after Williams, who once worked for the city of Charlotte to promote recycling, attended the 2010 Pride Awards, which this year was all about going green. She approached Dixon with the idea of joining forces.

Aside from a business interest, the women say they also share a genuine concern for the environment. At Pride Magazine, for example, Dixon has switched to using soy ink, which is said to be better for the environment than traditional types of ink. The magazine also is publishing more articles focusing on the environment and social responsibility.

Williams said her work with the city convinced her years ago that many African Americans don’t appreciate the importance of recycling and other “green” issues.

“It’s a simple as, when you walk out of the room, cutting the light off, or programming your TV to go off when you’re not watching it,” she said. “Those are things you can do to reduce your personal energy consumption.”

On the flip side, she said, their mission also will include educating government and business about some of the unique characteristics of the black and Latino communities.

For example, while black families may be less likely to participate in formal recycling programs, she said, many have devised their own methods for re-using household products -- plastic tubs and glass containers become instruments for food storage. And some older resident, she said, sell aluminum cans to earn extra money instead of putting them into recycling bins.

Estrada, in fact, said African Americans may well be the nation’s “original recyclers.”

“We recycled before recycling was cool," she said. "But it was because of necessity, not because it was the hot thing. Now is a chance for us to take it to the next level.”

The women said deciding to join forces was an easy decision – a move they believe more small and minority entrepreneurs should consider. By combining resources, they said, they gain greater depth, which allows them to pursue larger business.

“We have a strategy,” Estrada said. “We think we’re good. And we want to get out there before someone else does and get results… We can have a bigger impact collectively than we can individually. We get that.”
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Brandi Williams offers some tips for going green.

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