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. 

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Here is a great list of practical applications of sustainability in traditional businesses. It is easier than most organisations thinkto operationalize sustainability and make money.

 Article from Fast Company: 50 ways to green your business

 From tha Associated Press:

WASHINGTON (AP) - One of the nation's largest power generators has agreed to end a years-long federal lawsuit by paying $4.6 billion to reduce pollution that has eaten away at Northeast mountain ranges and national landmarks, The Associated Press has learned. Read More

This is a perfect example of a company that is barely at the "Protect" Stage of business evolution. Their inability to move towards proper environmental management has cost them dearly.

The installation of pollution prevention equipment would have cost much less than the current settlement, helped improve their internal management, improved performance and secured a better brand value.

Their main focus was to comply with the law, not be in advance of it. Through this settlment their did not have to admit guilt to breaking the Clean Air Act. 

It's time for business to evolve. 

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