Guiding Michigan Businesses Toward Smarter Climate Action
Fresh Coast Climate Solutions is a Michigan-based climate consultancy that aims to help organizations across sectors implement sustainable, equitable, and economically viable climate strategies. Founded on deep expertise in greenhouse gas inventories, carbon mitigation, ESG, water stewardship, and circular economy principles, the company provides technical support and strategic guidance to businesses and municipalities navigating the energy transition. Fresh Coast has partnered on projects ranging from municipal benchmarking in Flint to advanced battery development in collaboration with American Battery Solutions. SBN Detroit interviewed Jenny Oorbeck and Josh Brugeman, co-founders of Fresh Coast Climate Solutions, to discuss the company’s current priorities, lessons from its recent projects, and how small and mid-sized businesses can build effective climate strategies in a fast-changing policy and economic landscape. Q: What is the impetus behind Fresh Coast Climate Solutions? Oorbeck: We launched Fresh Coast three years ago with a sense of urgency. The climate crisis felt personal and immediate, and we wanted to take the reins into our own hands. From the beginning, we focused on building a company culture grounded in bold, transformative action. That means not being afraid to push boundaries, not say no to pilot projects, and work only with partners who share our ambition and urgency. Our goal has always been impact at scale, not incrementalism. Brugeman: We’re very deliberate about engaging in projects that move the needle. That includes deploying transformative technologies, piloting new programmatic approaches, and pursuing strategies that can meaningfully shift the trajectory of climate and sustainability efforts. We’re not interested in business-as-usual—we want to help organizations lead. Q: What are the most common climate-related challenges businesses in Southeast Michigan are facing right now? Oorbeck: We’re seeing a consistent challenge among small and mid-sized enterprises. Many are under pressure—from customers, employees, and supply chain partners—to demonstrate meaningful climate action. But they often lack the bandwidth, technical knowledge, or financial resources to respond effectively. New regulations, evolving standards, and growing stakeholder expectations can feel overwhelming. They need help making informed, strategic, decisions that advance both their sustainability and competitiveness. Brugeman: For many of these companies, sustainability is becoming a prerequisite for doing business, especially if they’re part of larger supply chains. Increasingly, their clients are demanding emissions data, decarbonization strategies, and ESG transparency. The risk is real: Suppliers that don’t adapt could lose out on future contracts. That’s why we emphasize not only environmental stewardship, but also economic competitiveness and operational resilience – things like reducing energy costs or preparing for power disruptions and extreme weather events. Q: Once businesses are ready to act, what barriers tend to prevent meaningful progress? Oorbeck: The most common barriers are capacity and resources. In smaller organizations, sustainability is often an added responsibility for someone already juggling multiple roles. Without a dedicated team or financial backing, the work can stall. That’s why our Michigan Climate Wise Business Program—funded by the Erb Family Foundation—focuses specifically on helping these under-resourced companies move forward. We provide access to expert guidance so they can prioritize and implement practical solutions. Brugeman: I’d also highlight two major gaps: technical expertise and access to capital. Many businesses know sustainability is important, but they don’t know where to start. That’s where engaging external experts can make a difference. We encourage companies to look for “no-regrets” projects—efforts that cut emissions, save money, improve efficiency, and position them for future success. Q: Are there misconceptions you regularly encounter when it comes to emissions, ESG, or water stewardship? Brugeman: One of the biggest misconceptions is around timelines. Many leaders focus solely on short-term paybacks, but climate action is a long game. Sustainability isn’t just a “nice to have”—in larger organizations, it’s already embedded into operations, tied to financial incentives, and closely monitored at the executive level. Smaller companies don’t always realize how deeply integrated these issues have become, and that disconnect can be costly. Oorbeck: Agreed. Another misconception is that the pressure to act will fade, or that a few small gestures are enough. The reality is that some companies risk being dropped as suppliers if they can’t demonstrate credible sustainability progress. We need to move the conversation beyond quarterly goals and toward long-term impact. This is the defining business challenge of our time. Q: How does Michigan’s regional identity shape the way companies need to approach sustainability? Brugeman: Michigan has a unique responsibility and opportunity. We sit at the center of the largest freshwater system on the planet—yet we undervalue and underprotect this critical resource. Water stewardship should be a defining focus for our region. We also have deep roots in heavy manufacturing, which has been the economic backbone of the state. As the global economy shifts toward decarbonization, Michigan is positioned to lead—but only if we commit to building a cleaner, more sustainable industrial base. We’ve excelled at making things. Now we need to excel at making them responsibly. Q: You’ve worked with municipal governments on decarbonization strategies. What can businesses learn from those efforts? Oorbeck: I started my career in the public sector, and at times cities have led the way in sustainability, especially when support at the state or federal level has wavered. Cities began developing climate action plans more than two decades ago. Businesses can learn from those experiences: how to build internal teams, engage stakeholders, and set meaningful targets. At the same time, municipalities can learn from the agility of the private sector, especially in deploying solutions quickly. Brugeman: One thing the public sector does well is plan for the long term. That mindset is essential for climate action. Conversely, the private sector often moves faster and embraces innovation more readily. If each sector borrows from the other, we can accelerate progress. Q: What recent projects are you especially proud of and what lessons might they offer to other Michigan businesses? Brugeman: One is our Michigan Climate Wise Business Program. In partnership with Centrepolis Accelerator and supported by the Erb Family Foundation, we provide sustainability and climate services to small and mid-sized businesses that lack the internal capacity to
AECOM, Building the Economy, Sustainability Through Infrastructure
The work of AECOM Great Lakes Inc., which moved its primary office housing about 75 employees to Detroit last year, is the designer and builder of the Gordie Howe International Bridge, is designing the Henry Ford Macomb Hospital expansion, and also is working on I-75 and I-696 replacement work in addition to other infrastructure projects. The office is part of Dallas-based AECOM – ranked No. 310 on the 2023 Fortune 500 – which works on infrastructure projects across the globe. SBN Detroit talked with G. Jerry Attia, AECOM Great Lakes vice president and managing principal, about how the company thinks about and acts on sustainability and how its presence in Detroit impacts the city and Southeast Michigan. Q: What should we know about AECOM’s approach to sustainability? A: AECOM is the world’s largest infrastructure consulting firm, and we design infrastructure in four main areas: Vertical infrastructure – mostly buildings and anything vertical. Horizontal infrastructure that consists mostly of transportation systems such as highways, train rails, rapid transit, and other transportation systems, etc. Underground water infrastructure including stormwater management systems, water distribution systems, and other electrical systems. Program management for infrastructure systems that fall outside of those three groups. We also have an environmental business. When it comes to sustainability, everything we do uses carbon, so we have a large focus on the environment and resilience around infrastructure and building decisions. Within our new office in Detroit, when it comes to ESG (environmental, social, and governance) we put a lot of emphasis on the S – making good social decisions. In today’s market, often the “E” takes precedence over the “S,” and in cities like Detroit, the “S” must come first. Understanding the needs and constantly seeking the voice of disenfranchised people as to how they interact with infrastructure is paramount. So, we like to think about the “whom” in infrastructure. There has been a history of poorly made infrastructure decisions that have adversely affected certain social groups and as such they become less resilient. One example of this is the highway designs and redlining that happened in the ‘50s and continues to this day. Infrastructure is developed to enhance the economy and create economic development but often is not focused on the needs of disenfranchised people. A lot of my work in Detroit is focused on advancing opportunities for African Americans in engineering and architecture. Q: Will you elaborate a bit on how you think AECOM’s approach now keeps in mind the “whom” in infrastructure so as to not adversely affect certain social groups? A: I always insist we do two things we did not use to do on every project. First, we seek out the most diverse team possible – including gender, racial, and ethnic diversity. I believe that diversity of thought is the key to creativity. Second, we seek out as many people who are going to be affected by the imposition of whatever infrastructure project or building we are considering and get their perspectives in advance. This means get out of the C-suite and into the user groups, look for unintended consequences of actions, study history to understand the shortcoming of previous infrastructure projects, look for consensus and collaboration among people and seize on it, address the concerns as thoughtfully as possible, and incorporate the affected individuals needs into the solution. Design thinking can be really helpful when solving big problems. I work to lead the team to look always look for multiple benefit solutions, always be empathetic, and always seek out unique perspectives to understand a problem more deeply. And that only happens with diversity. Q: Has AECOM always had this focus on sustainability? A: It’s an important legacy for all of us, and AECOM formally adopted an ESG profile about three years ago. We are a $14 billion organization with nearly 45,000 employees and we are not as diverse as I think we should be. But I’m proud to say that when you look at the Detroit office it’s a strong representation of our city. Q: Your website says that you are leading the change towards a more sustainable and equitable future, partnering with those who want to make a positive difference in the world. How and who in Southeast Michigan are you partnering with? A: We talk about this in a couple of ways. We seek clients who are interested in doing the right thing for the environment in general. Most municipalities and government entities are focused on it and we work with several of them – Oakland County, Wayne County, the City of Detroit, and more. By and large, AECOM can teach as much as do. We look for minority partners who share our interest in advancing opportunities for disenfranchised people. I think the size of AECOM and our depth and breadth of work gives us a platform to serve as a good example to others. Q: How do you think the decision to move your primary office in Michigan to downtown Detroit speaks to the revitalization of Detroit? A: Yes, we moved our primary office in June 2022 to Willis and Woodward in the Cass Corridor. We had planned to do so earlier but due to the pandemic, it took longer than we had wanted. Large companies bring economic development opportunities to the areas in which they are located, so I think AECOM’s presence in Detroit helps to contribute to the city in some key ways, such as paying city taxes, employing Detroiters, and bringing our employees to the area to help the restaurants and retail, etc. I’d like to see more companies do this. Q: How do you think the work that you are doing now out of this new office impacts sustainability in and around Detroit? A: We look at every project through the lens of sustainability, resilience, and diversity and I think our presence helps more people use this lens for the city. Sustainability is just as much about society as it is about the environment and good decision-making around
