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06 Aug 09

Adam Werbach became the Sierra Club’s youngest president in 1996, at 23. Yet by 2004, he argued in a widely discussed speech that environmentalism had hit a wall because it focused on green issues rather than a larger goal: sustainability.
Werbach is now CEO of Saatchi & Saatchi S, a consultancy arm of the global advertising firm dedicated to sustainability solutions.
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- Of the world’s 100 largest economic entities, 63 are corporations, not countries. Great power creates great expectations: society increasingly holds global businesses accountable as the only institutions strong enough to meet the huge long-term challenges facing our planet.
- Michael Pollan, the author of The Omnivore’s Dilemma, writes, the whole idea has been “in danger of floating away on a sea of inoffensiveness. Everybody, it seems, is for it whatever ‘it’ means.”¹ Sustainability even has a dark side: “greenwashing”—that is, focusing more on communicating your green efforts than on the efforts themselves.