linkages between abnormally high cancer rates and zip code areas in which corporate pollution has been particularly high. Public institutions must make clear in collective perceptions that pollution will be exposed and punished while positive steps towards sustainability such as ecopreneurship will be praised and rewarded (Isaak 2002b).
Conclusions Ecopreneurship is not just anybody’s existentialism. Businesses that are not designed to be sustainable decrease our health, shorten our time on Earth and destroy the heritage we leave for our children, no matter where we are located globally. In contrast, greengreen businesses are models that can help show the way to increase productivity while reducing resource use in a manner that is harmonious with human health and the sustainability of non-human species as well. Green start-ups make it easier to ‘fix’ environmental components and processes from the outset. Green subsidiaries of larger firms can foster innovation and bring back the heightened motivation of social solidarity to businesses where it may be all too easy to slip into cynicism in an era of global economic crises. The choice is clear. The technology is there. Only the political will is lacking. Sustainability is the ultimate political commitment and epitomises common sense from the perspective of corporate citizenship. Every time we invest we should think of our own personal values and use a ‘blended value’ approach combining social and environmental as well as financial objectives. Only by so doing can we enable ‘serial ecopreneurship’ to thrive and be cultivated. The key is to bring green-green businesses to a critical mass and thereby assure global sustainable development.
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© 2002 Greenleaf Publishing
GMI 38 Summer 2002
Published on Aug 23, 2013