Enrique Gili is a freelance writer covering Lifestyles of Health and Sustainability (Green to Gold, the new book from Yale University professors Daniel C. Esty and Andrew S. Winston, is a kind of CSR manual. The authors accept uncritically what Keynes perceived: that the managers of firms of a certain size will go to great lengths to avoid criticism. Their book is designed to help these firms in their efforts.
The present political and cultural climate of opinion places a premium on environmental sensitivity--or at least the appearance of it. Ecological causes are in fashion. "Green is the new black," as Vanity Fair magazine recently proclaimed. Or as Esty and Winston put it, there is a "green wave" growing and building momentum through our culture and politics. The consequences for commerce are enormous. The question for the authors is not whether but how, and how quickly, firms become "wave riders" and embrace environmentalism. ( New Atlantis)
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