By Seventh Generation co-founder Jeffrey Hollender -



"On the one-year anniversary of the collapse of Lehman Brothers, President Obama summoned corporate America "to a new era of responsibility." Considering this year's low point in values, the growing mistrust of business, and the decline of brand loyalty, we have no choice but to rethink corporate responsibility and discover new ways to get past greenwashing and lip service to truly put values on par with profits. The costs of not doing better at doing good are too high."