Business leaders need to be clear that there should be dual motivation for going Green : profit and sustainability.  There is no need for pretense to sainthood or being the planet's saviour; in fact, that position is ill advised, as it can have unintended consequences.  Profit and sustainability are necessary and worthy goals when pursued together.  Ultimately, companies should be thinking about competitive advantages enabled by taking a leading position on sustainability in their sector, such as the opportunity to drive or influence government regulatory agendas.