Even as more and more businesses adopt environmentally-friendly policies, Joel Makower explains why he believes the green business trend has not yet reached critical mass.
"...the greening of business isn't a bubble simply because it's a bell that can't be unrung. Once companies wring out the resource waste, toxic ingredients, embedded energy, and carbon intensity of their products and services, there's no turning back...Yes, some green products and companies will, inevitably, fail or lose favor. But the hardcore (and largely unsexy) stuff -- energy efficiency, waste reduction, pollution prevention, supply-chain management, environmental reporting, etc. -- will be around in one form or another for decades. So will the innovations, which are increasingly coming into the marketplace: green chemistry, biobased materials, nature-inspired design, cradle-to-cradle products, and all the rest. They're not going away once the green fever cools down."