The notion of sustainability and "Green" today is expanding, and I think must go far beyond reducing the impact of operations, remaking brands, educating stakeholders, and developing new environmental technologies and strategies. I believe the concept of greening/sustainability must now also encompass what a company does in the community to better the environment.
The greenest companies, the most socially responsible companies, are those that combine operational and community greening. Environmental advocacy, charitable contributions, volunteerism, green nonprofit board service???these are important (yet often overlooked) elements of a comprehensive approach to corporate environmental responsibility and sustainability.
I like the viewpoint espoused within a new research study ??? The Green Effect. Published by LBG Associates, the report presents a redefined view of corporate environmental responsibility/sustainability that mandates the inclusion of community involvement. It really opened my eyes to the full scope of a company???s impact in the green arena???and it includes a great tool that allows companies to rate their environmental performance in both operations and in community affairs. This type of approach dovetails perfectly with the triple bottom line impact (people, planet, profit) most companies are aiming for.
FYI - An executive summary of The Green Effect report is at http://www.lbg-associates.com/15.html.
Greenest Nation
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The world's (and many Americans') negative view of the U.S. environmental record won't change overnight. One key element—a national program to limit emissions, such as the cap-and-trade system the Northeastern states just started—could be stalled even before the debate has begun; in January, Speaker of the House Nancy Pelosi warned that it might take until the next Congress, in 2011, to write a law that stands a chance of passing. No doubt there will be other setbacks as the nation, and the world, struggle to get the economy back on track. What's certain is that the days of America as a hopeless environmental laggard are over, and a new debate and competition between the United States, Europe and Asia has begun. If it wants, America has everything in place to lead again.
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