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Corporate Social Responsibility (CSR) is an idea that corporations have to consider the interests of customers, employees, shareholders, communities, and ecological considerations in all
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green@work : Magazine : Between Blue & Yellow : Jan/Feb 2000

Between Blue and Yellow

Great Green Work

Forecasters predict it will happen. Research studies concur with the findings. Consumers reinforce the statistics: Environmental actions will be one of the single most important criteria by which businesses will be judged in the 21st century. In the not-too-distant future, the brightest graduates from today’s business schools will choose an employer not by the starting salary, but rather by a company’s social agenda. In the not-too-distant future, consumers will make the majority of their purchasing decisions based on companies’ pro-environmental stances. In the not-too-distant future, the triple bottom line philosophy will mean that social equity and environmental performance will take their place alongside economic performance in determining corporate success or failure.
In fact, the movement has already begun, and its momentum is unstoppable. Driven by creative ideas and practical implementation, in case after case, sustainable practices are being incorporated into buildings, products and processes and proving—overwhelmingly—to be both a practical and financial success.

The evolution is being led by extraordinary people who are contributing inspiration and innovation to transform ordinary ideas into powerful and convincing strategies. This premiere issue of Green@Work, and all the issues to follow, will tell the stories of the visionaries who are pioneering sustainable initiatives and making them a part of everyday life in both the public and private sectors. Green@Work will profile the agents of change who are taking a pro-environmental stance and turning it into a competitive advantage. Each issue of the magazine will feature the individuals, corporations and organizations who are thriving because of their environmental agendas, not in spite of them.

Sustainability is happening on many fronts, in all sorts of industries, at a variety of levels within the corporate framework. This first issue focuses on the positive steps being taken by the automotive industry—an industry heavily targeted by environmental activists and which has responded in recent years with a number of high-tech, environmentally friendly solutions. From electric vehicles to fuel cells to hypercars, the automotive industry is putting in motion the wheels of change that will propel automobiles, and their occupants, down a greener path.

Subsequent issues this year will explore sustainability efforts by the retail industry, the growth in eco-tourism, green design and building practices as well as developments in the technology field. Above all, it will focus on the individuals from these industries who are making change happen. People who believe that being green at work is the right thing, the only thing, to do.

Welcome to Green@Work. We hope you enjoy the stories of the champions included within its pages. We hope you can learn from and perhaps implement the hundreds of ideas presented here. And lastly, we hope you’ll tell us about others who are doing great green work. For that is what Green@Work is all about.


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