I recently read an article in the journal, The American Scholar (Winter 2009) titled, “The Future of the American Frontier” that is worth sharing. I believe the author John Tirman, executive director and principal research scientist at the MIT Center for International Studies, touches on what may be one of the reasons sustainability has gained traction over the past couple of years (the other factor?).
Of course the business rationale for sustainability such as increasing brand value, new products and services, risk management and reduced operating costs compelled business such as GE and Wal-Mart to “be green.” However, why has sustainability …