It's the idea that natural resources and healthy ecosystems are not "externalities" separate from capital, but should be considered and valued as capital assets in their own right. Valuing them appropriately is the way to make sure we don't squander them.
Money in and of itself is neutral. When we are selfish with it, money can bring out the worst in ourselves and others. To the contrary, when we are generous with it, when we put our hearts behind it, money can bring out the best.
Start-ups, not-for-profits, small (and large) businesses come and go. During the holidays of 2004, while sitting at my desk in the basement of my parent's home, the question for me became; if this business failed tomorrow, what did I do with it?
I'm a firm believer that we can't depend only on our politicians and heads of state to improve our world. It's up to civilians -- you and me -- and the businesses we create and buy from, to actually advance the public good in the world that we all share.
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.
How can companies actually focus on anything more than just next quarter's results? We're not just talking about a PR campaign or a new mission statement. We're talking about a new way of doing business. We're talking about deep change.
Our natural environment and the resource base for the world economy are inexorably linked. Therefore these two crucial parts must come together for the house to remain standing, as our species is now heading toward 8 billion by 2025.
Put yourself in your staff's shoes (if you're not there already!). If you are told what to do, but aren't told why and what's in it for you, what is the impetus to do it? Why is this program worth the effort and why should you add more work to your already full plate?