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Strategic sustainability: Not every green measure must be large to be effective

Tree.JPGBy Ed Kettler, Chief Technologist—Sustainability, US Public Sector Group and Fellow, HP Enterprise Services


The University of California San Diego (UCSD) has a lofty goal: become “carbon neutral” by 2025. That means that by that date, an annual energy audit should show that for every measure of greenhouse gases released, one has been reduced. It’s like balancing a budget, and Dave Weil, director of the UCSD Sustainability Program office, laughingly admits, “That shows how difficult it’s going to be.”

Ideas from the "Best Global Green Brands"

Interbrand, a leading brand consultancy company, debuted a listing of the 50 Best Global Green Brands on July 28th.   Companies were ranked based on consumer perceptions of environmentally sustainable activities in ten global markets and actual environment performance secured through publically available information and data.

What the findings show is that the strongest green brands engage in green activities that consumers find relevant, they implement profitable green practices across their organization, and they effectively measure and report their performance to the public.  

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