Actually, I am pro-corporation. There are many people who feel that corporations are evil for sorted reasons. What they forget is corporations = jobs. They also forget that corporation officers have a fiduciary responsibility to make decisions which favor profits for the shareholders and investors. Herein is the challenge – balancing business objectives with responsible environmental policies.

If a corporation does not maximize profit they loose not only customers but also shareholders and investors. It is a triple hit that ultimately leads to loss of jobs. This is why I make the case that focus needs to be on the market and supply chain. Sustainable raw materials need to be competitively priced and consumers need to be educated in purchasing from companies which offer products built with sustainable technologies. Focusing on consumer education and competitive sustainable technologies for the supply chain will make the transition for corporations more successful. Without focus in these areas, corporations will be slow in making the transition.

With the above said the real key to corporations adopting sustainable methods will be in developing manufacturing processes that offer sustainable raw materials at a lower cost and educating the consumer to buy from companies that embrace sustainability. Do this and every corporation in America would get with the program. Until then, supply chain vendors who offer sustainable goods will need to adopt a business plan that focuses on a niche buyer for the time being, create a significant value add proposition, and set their standards high in product quality and customer support.

How visionary corporations become will be very much market and supply chain driven. So, it makes sense that efforts in developing sustainability need to be focused in these areas.

Here’s a story: Home Depot supposedly has environmentally and community-friendly initiatives. When my friend went there the other day and saw some employees getting rid of display wood (because this Home Depot is moving to a newer big box, how “green” is that?), she asked if she could have the wood for use in her community garden. She was sent to the manager, who informed her that Home Depot was required to throw out the wood in order to get credit or something from the manufacturer. So perfectly good wood was had to go in a dumpster rather than to good use in a truly green environment. Also, this is after Home Depot has held up her application for their community program for over a month.

So what really is corporate social responsibility, if it’s not benefiting the individual consumer or community?