John Ivanko, an ecopreneur who advocates purpose, community and green behavior over profit. Even in today’s unstable economy, John explains how “green” collar workers are emerging and new business opportunities can be found just by taking traditional ideas and turning them green. John Ivanko, an ecopreneur who advocates purpose, community and green behavior over profit. Even in today’s unstable economy, John explains how “green” collar workers are emerging and new business opportunities can be found just by taking traditional ideas and turning them green.