A behemoth dives in; a teen speaks out

This is one of the best articles I’ve read recently about the greening imperative - and it’s inherent challenges - for business today.

What strikes me is how real, determined, and honest NBC’s effort seems; they know it’s not going to be perfect but they see the writing on the wall (this is a business decision) and they’re going for it.

Here’s an excerpt:

“The time became right to recognize that green is a rapidly growing cultural and business phenomenon and is presenting brand new opportunities and challenges,” Lauren Zalaznick, president of Bravo Media, who heads NBC Universal’s Green Council, told me last week. “And that, as a company, we should be the green media market leader, and be ready.”

Here’s the full article.

I can’t help but hope that when NBC goes green with such gusto and a 16 year-old activist kid holds Estee Lauder’s feet to the fire, we’re moving past the tipping point on re-booting our consciousness, which may in fact be what’s required to turn things around and skip past the valley of death. Morbid, yes; but hopeful too…

See also:

• Consciousness: Our Greatest Untapped Resource (Paraphrasing Peter Russell)