CHAPTER 1
The Green Wave in Tight Times
In my previous book, Green to Gold, my coauthor and I describe a green wave sweeping the business world, powered by a handful of megaforces, ten environmental challenges, and twenty stakeholders asking new, tough questions. In an economic downturn, it might seem that most of these forces lose some of their power. But even today, nearly all of the fundamental reasons for going green remain intact, and many are stronger than ever before.
The environmental challenges we face as a society, from climate change and water shortages to concerns about chemical toxicity and biodiversity loss, are not going away. While at first these issues can seem alien to business strategy, think about them as constraints on ...
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