Entrepreneurs can't simply ignore their company's environmental impact. Film producer Peter Glatzer, co-founder of SHFT.com, a Los Angeles-based multimedia platform for raising awareness about environmental issues, talks with digital analyst and author Brian Solis about how sustainable practices have become critical in today's marketplace.

Telling positive and inspiring stories about sustainability is important to help balance much of the negativity and fear-mongering people often hear about environmental issues, says Glatzer, whose co-founder is actor and film-maker Adrian Grenier. Two ways the company is doing this include SHFT's first private-label product, SHFT House Wines, as well as its recently launched app called Food Tripping, which helps people find sustainable healthy places to eat on the road.

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