Given our society’s microscopic attention span, and the apparent need of the media to deflate trends they’ve helped pump up, coverage of green business would seem likely headed for a fall. And that might indeed happen, for any number of reasons. From the public’s perspective, this would make it seem like the greening of business was yet another cynical fad that’s now faded into the woodwork. Such perceptions aside, the topic isn’t going away any time soon. Here, in no particular order, are 10 reasons why I think the greening of business will be an enduring issue for years to come, regardless of the media’s attention span.

The real leaders will have focused their sights on being restorative — for example, not being merely CO2 neutral, but being CO2 negative, taking more CO2 out of the atmosphere than they put in.

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