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When Sustainability Stories Are Good Business

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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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Brian Solis is an author, prominent blogger, and keynote speaker. He is also a principal analyst at Altimeter Group. His latest book, The End Of Business As Usual (Wiley, 2011), looks at the changing consumer landscape, its impact on business and what companies can do to adapt and lead. It was recently named as a Top 10 Business Book by Publisher’s Weekly. His previous book Engage (Wiley, 2010), examines the social media landscape and how to effectively use social media to succeed in business. Brian’s blog is ranked in the top 10 marketing blogs in the AdAge Power 150 and is also a Top 100 business blog as ranked by Technorati. In addition to his writing and research, Brian is the host of the annual Pivot Conference where brands, agencies, and experts come together to address challenges and opportunities in new media. Brian also hosts Revolution, an online video series that examines technology, trends and best practices.