If past is prologue, then to forecast where businesses will be in tackling environmental protection, humane labor practices, biodiversity, water supply and other sustainability challenges, we have to look back.
Subscribe to Green Money Fifteen years ago, when the GreenMoney Journal was launched, a relative handful of niche companies such as Ben & Jerry's, Timberland, and Tom's of Maine, were integrating the social consciences of their founders and even, in some cases, their spiritual values, into the capitalist model. But these companies were far outside the mainstream of American corporate culture, throwbacks to the idealism of the 1960s, and represented a tiny fraction of American corporate power.
Indeed, for decades there had been strong and pervasive resistance in the corporate world to environmental responsibility, transparency and sustainable business practices. Such corporate values were seen as the province of the "tree-hugger" fringe and the notion that this could ever change was widely dismissed as a pipe dream.
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