The September issue of Fast Company features a cover story about a “controversial” consulting gig for green activist Adam Werbach – with the retailing giant Wal-Mart (http://www.fastcompany.com/magazine/118/working-with-the-enemy.html).

The story reinforces the continued animosity between activists and corporate America as many companies are embracing sustainability as part of the modern green revolution. What’s most surprising in this story are the reinforced stereotypes that companies like Wal-Mart are somehow disingenuous and marketing sustainability as a way to deflect other legacy issues.

The reality is that consumers demand the products they buy reflect a new eco-conscience and shareholders now understand the business case for sustainability. Once simply a desire to do the right thing, today sustainability is a business imperative. Companies like Wal-Mart have the opportunity to democratize sustainability and activists need to join with their efforts rather than resist them. Environmental activists should be lauded for their passion and commitment to environmental stewardship, which has roots long before businesses committed to becoming change agents. The same activists that are attacking business efforts would benefit from partnering with them and accepting that corporate brands play a unique and vital role in the effort to preserve our planet.

With companies of all sizes in various industries seeking to aggressively promote and extend their green programs, NGOs and activists are critical allies. This will only happen when both parties find a common voice.

- Matt Henson, senior vice president, Green practice, GH New York

Earlier this month, a group of 20 runners (and two alternates) set out on an unprecedented relay around the world to call attention to the global challenge of providing safe, clean drinking water for the more than 1.1 billion people who currently live without it.

The Blue Planet Run was historic in many ways. Its 15,200-mile, 95-day expedition from New York City through 25 countries – across Europe, Asia and North America and back to New York City – tested the physical and mental resolve of the extraordinary runners who dedicated 24 hours a day, 7 days a week to the relentless pounding of the roads, mountains and deserts they traversed. The Run also tested the power of a simple, but extraordinary message the runners passed on at each relay point, every 90 minutes, along the route: “Water is life. Pass it on.” The premise of the Run, according to its visionary founder, Jin Zidell, is that the first step in solving the challenge of clean drinking water for the world is to raise awareness. With more than 2.2 million people dying each year (most of them children) due to water-borne illnesses, water has been identified as one of the most important sustainability issues of our time (www.un.org/waterforlifedecade/).

Enter The Dow Chemical Company.

Dow Chemical’s CEO, Andrew Liveris, has few peers when it comes to understanding sustainability. He has set his company on a path to respond to both the challenges and the opportunities issues like water represent for the world, his employees and his investors. In a bold move, Dow sought out Blue Planet Run and Jin Zidell to explore a partnership on sustainable water issues that led to an exclusive sponsorship of this inaugural Run.

Dow, the world’s largest chemical company, must constantly and consistently deal with water issues at all of its locations, and in doing so can – and is – developing technologies that are being extended to help save lives and improve conditions all over the planet. It is important to note that true commitment to sustainability doesn’t begin with some one-off sponsorship on an issue that few have been exposed to or understand. Commitment to sustainability begins with setting goals and aligning global businesses to achieving them. That’s what Dow has done – with singular focus. To find out more, click here (note: Golin Harris represents The Dow Chemical Company).

Once a company and its leadership embrace a set of goals around sustainability, the discipline of aligning those goals to solving world problems, connecting to communities and employees and providing value to business/investors begins. There is no doubt that Dow’s sponsorship of Blue Planet Run has put the company on a path to achieving one of its 2015 sustainability goals: “By 2015, Dow will achieve at least the breakthroughs that will significantly improve the world’s ability to solve the challenges of: affordable and adequate food supply; decent housing; sustainable water supplies; or improved health and safety.”

Raising awareness of the need for clean water is, of course, a small step in that direction. But one close look at the Dow water business will show you that the company already is aligning these things inside its business and, in doing so, is beginning to link innovation and products to solving this challenge. And just as important, Dow employees and Dow communities have been activated to focus on and contribute to reaching this particular sustainability goal. Two of the Blue Planet Run runners were Dow employees and literally thousands of other Dow employees mobilized to support the Run as it traveled through their communities. The sense of pride and purpose is palpable inside Dow.

So, what does all this mean?

Twenty years ago this month, the Brundtland Report addressed growing global concerns “about the accelerating deterioration of the human environment and natural resources and the consequences of that deterioration for economic and social development.” It was a worldwide call for governments and businesses to understand the linkages between environment and development. This concept of people, planet and profit creates the triple bottom line, out of which sustainability grew. Andrew Liveris and The Dow Chemical Company are more than believers in sustainability – they are leaders.

The first step toward solving the global water challenge is indeed to raise awareness, as Jin Zidell said. Blue Planet Run and Dow have been successful in achieving greater awareness. The next step is to take action. Each of us can do our part – a $30 donation to Blue Planet Run can provide an individual with water for a lifetime – and you can donate by going to www.blueplanetrun.org.

Today, Dow continues its commitment through its products and its people. My bet is that the world community and key influencers will acknowledge Dow’s leadership; employees will embrace their company and work harder toward solutions; and investors will reward the innovation and opportunities that open up for the sale of new products and solutions.

People, Planet and Profit. Dow lives it.

- Lane Bailey, Global Leader, Green, Washington, DC

The very real threat of global warming has been slow to register in the boardroom. Despite findings from international agencies and leading scientists, a new survey from Marsh reveals that most executives are not taking this risk seriously and are not preparing their organizations accordingly, even though they realize it could be catastrophic to their business.

Interestingly, this comes on the heels of a petition filed recently with the U.S. Securities and Exchange Commission (SEC) by environmental groups, investors and state officials calling on the agency to force companies to disclose the risks they face from climate change. The changing environmental landscape is changing the investor landscape too.

- Bess Bezirgan, VP, GolinHarris Green

I recently read a new report published by Business for Social Responsibility and the Pacific Institute that discusses a “21st century corporate water strategy” focusing on new ways that companies can use, innovate around and invest in water supplies. Regulatory and market constraints due to growing scarce water supplies across the world (especially in regions like Africa and Asia) can threaten business growth and profitability, reputation and even a company’s very existence. Political instability due to regional water conflicts is more commonplace than ever.

Smart decision makers are taking a second look water as a commodity and what they need to do to mitigate risk and prioritize water management issues.

- Bess Bezirgan, VP, GolinHarris Green

This week, PRWeek held its Target Green conference in Washington, DC. The prevailing view from those speaking at the conference is that sustainability and environmental issues are here to stay. That's safe enough turf. The problem is that these are highly complex issues to solve. Without a doubt, they also are still very political, even with the sea change in public opinion since Hurricane Katrina.

Congressman Ed Markey gave his view as chairman of the House's Select Committee on Energy Independence and Climate Change at the morning keynote. Markey said after the Iraq war, climate change is Speaker Pelosi's highest priority. His "we're all in this together" message was at odds with his rhetoric. His speech was littered with shots at the Republicans — nothing like an easy target. He seemed to take a harder line on coal, which earlier in the year he said was not to be made into fuels, but acceptable as a power source.

One thing that came through clearly, whether or not it is politically possible today: many Democrats in Congress believe they need to be prescriptive to lower industrial greenhouse gas emissions and energy use. Markey talked about new legislation that would direct computer makers to reduce energy use by PCs in standby mode to 1W from 5W today. That's getting pretty specific. Corporations should take note, given the likelihood that Democrats will expand their majorities in the House and Senate and gain control of the White House next November.

In my view, one way to cut through the political debates over standards and technology is through public education. This can accelerate environmentally-friendly action at the grassroots level. Companies and industry groups have done this when it suits them. I would love to see Congress prescribe that. It would deliver results and make policymaking easier.

- Mike Schmidt, Account Group Supervisor, Green

On a recent afternoon, I was fortunate to be sitting with three colleagues viewing “The 11th Hour,” the latest fi lm by Leonardo DiCaprio, directed by sisters Nadia and Leila Conners. This powerful documentary showcases interviews with more than 50 of the world’s most prominent scientists and environmental advocates, including former Soviet leader Mikhail Gorbachev, physicist Stephen Hawking, Nobel Prize winner Wangari Maathai and journalist Paul Hawken. We were guests of client Sole Technology and its CEO, Pierre André Senizergues, for whom we have been working to communicate his sustainability story nationally. Pierre, who created and leads some of the world’s best-known action sports shoe and apparel brands, also helped back the fi lm and played the role of executive producer. Quiet, yet enthusiastic, he is personally and professionally environmentally concerned and doing much more than others in the action sports industry to make a difference. Sharing the film with his employees was part of his plan to further mobilize his troops. He already has accomplished a lot – from developing and using water-based cements; creating an organic apparel line with a percentage of proceeds given to “green” efforts; to building an eco-friendly green headquarters complete with solar panels that create sustainable energy; adopting and encouraging green practices in his workplace; to hiring an environmental manager with the vision to make his companies carbon neutral.

Several times during the film, I found myself with eyes welled up. The movie, which addresses global warming, deforestation, mass species extinction and the depletion of our oceans and water forms, maintains the premise that by staying the current course the future of humanity is in jeopardy. At fi rst, I felt embarrassed by my emotions. But, by the time the fi lm was over, I felt that anybody who watched the fi lm and did not feel emotional, disturbed or even ashamed should be the one who should be embarrassed. The film offers hope and potential solutions by calling for restorative action by the reshaping and rethinking of global human activity through technology, social responsibility and policy.

As I watched the fi lm – and in my after thoughts and conversations the days and weeks after seeing it – I wondered how much more I could audit and change my own workplace and personal environmental efforts. More importantly, I got excited about the opportunity to introduce more companies to GolinHarris and our Geoimpact practice to talk about their sustainability goals and vision, current actions and how we could work with them to develop a roadmap for improvement. In our own research, GH has seen sustainability evolve from an “issue” to a fundamental “value” of Americans. Yet, 7 out of 10 Americans do not think corporate America is doing enough about it and feel corporations, as major polluters, must be part of the solution.

To learn more about how GH’s GeoImpact practice can help your company, go to golinharris.com or contact lbailey@golinharris.com. Services include sustainability inventories and analyses; industry benchmarking; leveraging existing programs and assets; friend and foe analyses and third-party alliance building; designing new sustainability programs that work in tandem with business goals and marketing and policy efforts, etc.

It's easy to get cynical when you are caught in the middle. Western visitors and media are constantly nagging China about what it is doing wrong. Chinese are tired of outsiders pointing their finger that are only concerned about the present tense and don’t recognize how rapidly they are progressing.

I read and hear about sustainability and the environment being an important national priority. China's 17th National Congress of the Communist Party recently concluded. This is a major Chinese political event that takes place every five years to essentially summarize the past five years work and lay out the direction for the next.

Each Chinese leader since Chairman Mao has had a legacy. President Hu's legacy is to steer China on a path according to 'Scientific Development'.

"We must pursue comprehensive, balanced and sustainable development…We must adopt an enlightened approach to development that results in expanded production, a better life and sound ecological and environmental conditions, and build a resource-conserving and environment-friendly society…," said President Hu in his address to the congress.

This sounds like a positive approach to development from the leader of the world's most impressive economy. A statement quite a bit later is somewhat more unsettling. "We will quadruple the per capita GDP of the year 2000 by 2020 through optimizing the economic structure and improving economic returns while reducing consumption of resources and protecting the environment."

How can China move from a developing to developed country while achieving balance, both in terms of its citizens' standard of living and in terms of resource usage? This is a key question that is looming over China right now. China's leadership is very concerned about maintaining balanced growth.

And, for good reason. There are many causes for concern. Just the other day, former Chairman of the US Federal Reserve Allen Greenspan commented that China's stock exchange is a bubble about to burst. There are plenty of other outsiders shaking their fingers and nodding their heads at China, while the Chinese are moving full speed ahead at whatever chance they get to improve their lives.

The key to success in China is to start seeing things the way the Chinese do. This isn't groundbreaking, nor is it rocket science. However, far too often we criticize China. Whether it is related to constitutional rights or cheap exports, it is easy to get on China's case. The Chinese, on the other hand, are just trying to get ahead and increase their quality of life, often studying from the best. Something the Chinese excel at is learning from others. Just like anything in life, it is more useful to set an example rather than point a finger. Many of the world's top companies that have significant operations in China recognize this. They realize the importance of 'demonstrating commitment to China'. While the Chinese government clearly has strategic goals aligned with sustainability, it is up to these companies to align themselves with these goals if they wish to survive in an increasingly nationalist landscape. Aligning with the government goals is also a good way to ensure their brand is protected. Not only does it help China develop, the media will also regard them as a partner in making progress rather than a company looking to exploit China's competitive advantages.

Those organizations that have the power to bring something good to China will win in the end. They will win the heart of the Chinese and they will help win the heart of the cynical Westerner that demands more from China.

The Chinese have a saying, "不能一口吃个胖子" or "You can't get fat in one bite". The Chinese leadership should be commended for recognizing that sustainable development is the way to go. But, it will not happen overnight

By Bradley Burgess

A new study being completed by UC Davis may show that eating "local" could actually harm the environment. How could that be, you ask?

Sure, local foods usually are fresher. And it's good to support farmers, especially neighbors and local ones. But there's a reason that large, industrialized modern U.S. farms provide more food at lower cost than farmers anywhere else in the world ... it's called "efficiency." And it turns out that's one of the advantages of large, modern U.S. farms ... they're very efficient in shipping and delivering our food to grocery stores, restaurants and other places where we consumers buy it every day. This efficiency lowers the "carbon footprint" of these foods being shipped to grocery stores and restaurants, compared to the small, local farmers who drive their pick-up trucks, SUV's and other less efficient vehicles to stores, restaurants, farmer markets, etc. ... each with just a small load of produce, fruits and vegetables or eggs.

While it's easy to support small, local farmers .... remember that "big" doesn't mean "bad" when it comes to farming. Sometimes it actually means "better."

Activists have been deluging city councils recently, demanding that they ban bottled water in the cities. Activists say that these bottles are bad for the environment, that they use too much energy to make and fill our overtaxed landfills. To the activists' delight, city councils are rolling over to the activists' demands. Dozens of city councils have adopted bans of bottle water in municipal buildings and meetings.
The problem with this approach is this: without bottled water, consumers drink canned soft drinks, bottled fruit juices, or bottled sports drinks. 70% of the beverages that consumers drink come in packages. Shouldn't these city councils ban all packaged beverages then? Come to think of it, shouldn't they also ban all packaged food? Of course not. So why single out bottled water, which is actually healthier than many of its competitors?

Don't city council members believe that their constituents can make educated, informed decisions about their own food and beverage purchases?