Green 2.0: Going Beyond Green

Definition of sustainability, related to corporations.

Original idea was that nations and companies minimize any action that would rob future generations of their access to environmental and economic development (UNCED view). Today it suggests that everything a company does — where it operates, its use of raw materials and fuel, operational pollution, product stewardship that goes from design to reuse — will have minimum or no negative impact now or in the future.

Company pioneers in environmental/economic sustainability.

Large, multinational companies, many of whom were on the original front line of attack or concern, have been the real leaders because they had to pave the way. Companies like DuPont, GE, Shell and consumer companies like 3M, that led the idea not only of cleanup but of pollution prevention, and P&G, whose sustainability program (early 1990s) led in making the business case.

GM and P&G brought environmental education programs into public schools in the early 1990s. GE, DuPont, P&G, S.C. Johnson and a host of others have track records of many years and they continue to lead.

Corporate sustainability leaders.

Leaders are generally those recognized as active in the organizations for overall contribution, both solving their own problems and influencing the global process for improvement, making alliances with other companies, working with other countries and their rules and resources, and aligning with activist environmental, social and consumer groups.

Company participants in Business Roundtable’s SEE, energy and environmental programs; the new U.S. Climate Action Partnership, GEMI, WEC, BSR, and the international organizations like the WBCSD. WEC has just recognized Alcan for its substantial work and plans.

Corporations get known to some extent by their chief executives, GE’s CEO probably being the prime example. John Browne of BP did the same, which of course shows the vulnerability of personalizing the company but that’s probably the exception that proves the rule. Holliday of DuPont has a book on sustainability and is out front with Immelt of GE in the climate change partnership. Lee Scott, Wal-Mart, on the cover of Fortune. Fred Smith, FedEx,is out front personally putting his company in play in sustainable moves. The Economist just did a special section that shows the role of CEOs in this area. Patagonia and Unilever and some others have also moved out front, and it seems to register well with the public and the business community.

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