Those people who dream of more sustainable living may be inspired by changes in business practices. For companies that sincerely care, this isn't just a superficial or short-term exercise.  Internal policies are changed and company culture evolves. Certain companies actively take steps to become more environmentally aware. This leads them to recognize the importance of developing more sustainable, eco-friendly practices, and to raise standards for staff and contractor behavior. This influences ecological company reputations and has been shown to positively shape their market shares. Two examples are Patagonia and Land's End which manufacture clothing. Consider some ways these companies have translated their eco-friendly mindset into positive environmental action.

1) They deepen their appreciation of the source. Patagonia launched its 2006-07 environmental campaign on oceans. The company goal is to raise global awareness of human connections to what lies under our seas. Patagonia research and fieldwork compares sea bottom fish-trawling to clear-cutting forests. The company catalogs, retail store and website images reflect 18 months spent with marine scientists, writers, surfers and fishermen, to learn and also teach customers inter-dependence between humans and marine environments is life-preserving. As Patagonia takes steps to translate appreciation of the world into business practices, this company inspires us to become better stewards of the oceans and other waterways.

2) They realize how dependent they are. Patagonia has evolved in its latest environmental campaign to raise awareness of ocean contamination. From plastics and wrappers you observe floating in the harbor to invisible pollutants under the surface, contamination poses a serious threat to marine environments we depend on to survive. Patagonia employees and executive participate in ocean clean-ups and recruit local people to teach them what they can proactively do to make a difference. Patagonia has also donated over 20 million dollars to grass roots environmental activism projects. These organisational projects were reviewed, deemed meaningful, and were otherwise unable to secure corporate or other funding.

3) They take steps to eliminate abuse and restore ecosystems. Land's End staff travel widely to locate partners that offer the best combination of quality, price and service. In developing standards for partners worldwide, Land's End adapts to diverse cultures, encourages workers to be proud of their work, and respect local environments. Compliance with high standards is a prerequisite for becoming and staying a business partner. If Lands' End determines a business partner has violated Standards of Business Conduct, and corrective measure aren't initiated, the business relationship ceases. New rules mean Land's End staff could arrive for unannounced environmental or employee practice evaluations. Land's End has evolved to view relationships with clients, contractors and environments very seriously.

The above examples prompt us all to rethink how well we know the environmental positions and business practices of companies we support. It's a case of reconnecting with the source of your consumption. Ask yourself where it comes from, why you chose it, and whether your beliefs and principles are compatible with your business choices. You're free to change. Its a question of developing critical thinking and environmental awareness.