"If the business press is any indication, sustainability issues have risen up the corporate ladder and are now seen as a central challenge for companies in the coming decades.
Fortune
In its first-ever green issue, Fortune commends '10 Green Giants' -- corporations that are making impressive environmental gains. The editors decided to bypass GE and Wal-Mart, whose eco-endeavors have been heavily publicized, and instead highlight companies whose sustainability efforts have been less high-profile recently -- among them, Hewlett-Packard, Continental Airlines, S.C. Johnson, Suncor, and Alcan. While its list focused on big, mainline corporations, its cover went to an idealistic maverick who runs a 350-employee, uber-eco outdoor-gear company -- Yvon Chouinard of Patagonia.
Fortune's Marc Gunther writes in an intro to the green package that environmentalism in corporate America has gone beyond mere compliance and efficiency: 'Now we're at the threshold of a different era, one in which smart companies are trying to figure out how to profit by solving the world's big environmental problems.'
Fast Company would seem to agree. Its latest annual
"Fast 50" edition -- which spotlights trendsetting companies and leaders -- features California Gov. Arnold Schwarzenegger (R) on the cover and
lauds him for "focusing the power of the free market on major problems" like climate change and dependence on foreign oil. In fact, this year the "Fast 50" is wholly focused on companies aiming to be green or socially responsible, from
NativeEnergy to
EcoFish to
Home Depot, which now boasts that 95 percent of its wood products come from sustainably managed forests. The issue's
lead essay argues that we have to shift to Business 3.0 -- a new, socially and environmentally sustainable set of economic and business models that acknowledge "we can't continue indefinitely to cannibalize our life-support systems for spare parts.""
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