Sustainability is a starting point. As a concept it is extremely relevant in our world today and it is by no means trite in that sense. But dialogue about sustainability is crucial to raising awareness and spurring action, and key to transforming our current situation.

The Global Reporting Initiative (GRI) is preparing the latest version of their international sustainability and CSR Reporting Guidelines (G4).

Sustainability provides a natural brand link in some categories. But casinos? It's hard to see how a happy planet could build the brand of the gambling, entertainment, and nightclub industry.

It comes down to whether people see businesses as having a responsibility to follow the 'highest' standards and to serve as a driver for changes or whether businesses have a responsibility to be respectful and protective of the indigenous cultures wherever they do business.

Building a coalition of the passionate and idealistic people within the organization is not enough -- in fact, it can be detrimental if people see your cadre as a band of zealots rather than committed and dedicated business professionals.