Civil Engineering Research Journal- Juniper Publishers Short Communication In April 2018, MIT Press published my book, Balancing Green: When to Embrace Sustainability in Business (and When Not To). The book was a result of five years of primary research interviewing hundreds of executives in industry, government and NGOs. My original intent was to argue, as did others, that business should take the lead because many governments are paralyzed by discord and political calculus. Industry, I thought, being the source of most environmental impacts, can and should lead the way (Figure 1). Over five years and over 500 pages later, I now realize that not only business is not taking the lead -it really should not do it. To understand this viewpoint, we have to think about what role industry plays in society. Vast supply chains span the globe to deliver goods and services to humanity. Through advances in information and communications technology, companies have lowered their costs and vastl...
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