EDF on environmental innovation

John Elkington

May 4, 2009

Each year, Environmental Defense Fund (EDF) surveys the landscape of environmental innovation in business. The aim is to track down the “most compelling, and implementable, new practices and technologies—those that drive operational efficiency, create new business opportunities and carve out competitive advantages”. This year’s conclusion: That especially in these lean economic times, sustainability is business positive. From the Fortune 100 to the smallest start-up, U.S. companies are competing to be the most green. The second year I was part of the Advisory Committee.