Executive Decision - March/April 2008 - (Page 41)

green at work Transforming for Sustainability An Emerging Corporate Challenge t seems that no matter how we get our news these days—be it the responsibility agenda will find themselves up against a public that is more knowledgeable, and as a result, more critical of what constitutes a sincere effort. Regulators will also undoubtedly challenge companies with new rules and oversight. And shareholders will continue to raise transparency and disclosure issues through the governance and proxy process. These factors highlight the harsh realities of just how difficult it can be to effectively incorporate sustainability and corporate responsibility into profitable businesses. It is no longer enough to approach the issues on a project-by project basis, nor is it sufficient to solely create a new executive position, function or department. T produce the results o that a company requires—growth, profitability and value—while i m p rov i n g social impact BY DOUGLAS J. LATTNER on communities here and abroad, and helping the environment, executives must approach a business strategy with allowances for social and environmental f a c t o r s l i ke never before. I newspaper, television, radio or via the Internet—the environment is an inescapable topic of discussion worldwide. Debates on global warming, pollution, energy and waste have spilled over into everyday life— and Corporate America is no exception. As a business issue, “greening” has moved up the corporate agenda and evolved from a specialty area into a mainstream priority in just a few short years. Companies such as Wal-Mart, General Electric and Nike have kicked-off massive campaigns that have grabbed headlines and consumer attention. Countless other organizations have pledged to become carbon neutral or reduce energy consumption. But while Corporate America is rapidly going green, it is vital that companies note the changing landscapes of public perception and regulatory influence. Today, business executives seeking to enhance their corporate “Greening” has moved up the corporate agenda and evolved from a specialty area into a mainstream priority in just a few short years. EXECUTIVE DECISION I March-April 2008 41

Table of Contents Feed for the Digital Edition of Executive Decision - March/April 2008

Executive Decision - March/April 2008 Contents Index of Advertisers Contributing Editors From the Editor's Desk Publisher's Note You Be the Judge - Unionization Thought Leader - Pitney Bowes Management - Flying High for Long-Term Results Strategies - Sovereign Wealth Funds Cover Story - In Whom Do We Trust? The Movement for Greater Accountability & Disclosure Finance/Legal - The New Boycott Model Green At Work - Transforming for Sustainability Technology - Embracing Risk Leadership - Executive Reputation Management The Global Village - China Moves to Curb Prices Economic Profile - California Gold Rush Transformations - I Can See Clearly Now, The Brain Is Gone Marketing - Effectively Using Market Research The Bottom Line - Brands: A Shrinking Advantage or Shifting Advantage? Pulse - Pandemic: Not If But When SPECIAL SECTION - Living On the Green: Luxury Golf Destinations

Executive Decision - March/April 2008

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