Today's piece describes his visit to a "sustainable branding" conference. He begins:
"It would be easy to flip off the Sustainable Brands conference. Corporate raiders spouting the S-word? How much gooey new green wash can these suits concoct?
But that would be stupid.
Want proof it’s stupid? Well, the flip-off was my first impulse. ‘Nuff said.
So after a few years of people telling me it was worth the price (hefty) and the time (four days), at great personal sacrifice I went to the chichi San Diego oceanside resort hosting this green corporate orgy to rub cotton with the suits.
My excuse? Paul Hawken told me to. Well, sorta."
Read the full piece here.