• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Trendingnow

1

Bolt CEO says he let go of his entire HR team for creating problems that didn’t exist: ‘Those problems disappeared when I let them go’ 

2

Despite a $500 million net worth, Shaq just finished his fourth degree. He warns graduates: 'Your character will take you further than your resume'

3

Meet a 21-year-old community college student who's going to China as the first American woman welder in the trades Olympics

1

Bolt CEO says he let go of his entire HR team for creating problems that didn’t exist: ‘Those problems disappeared when I let them go’ 

2

Despite a $500 million net worth, Shaq just finished his fourth degree. He warns graduates: 'Your character will take you further than your resume'

3

Meet a 21-year-old community college student who's going to China as the first American woman welder in the trades Olympics

When polluters meet green advocates to talk shop, important lessons emerge

By
Adam Lashinsky
Adam Lashinsky
Down Arrow Button Icon
By
Adam Lashinsky
Adam Lashinsky
Down Arrow Button Icon
April 7, 2011, 10:31 AM ET


FORTUNE — I’m just back from Fortune Brainstorm GREEN 2011, an amazing collection of sustainability representatives from industry (aka “polluters”) and environmental advocates (aka “their tormentors”) who meet once a year under Fortune’s auspices to have cordial conversations about the state of the environment, environmental policy and sensible sustainability strategies.

How unusual is this conference? Well, the photo at right was the scene from the terrace of the Ritz-Carlton in Laguna Niguel. And yet our meeting rooms were jammed from daybreak to sunset with earnest conversations. (Yes, sponsor UPS provided bikes for tooling around the neighborhood, and surfer Laird Hamilton taught a 6:30 a.m. class on standup paddling. Oh, and scores and scores of participants boogied down Tuesday night to an all-Stones selection of songs led by Rolling Stones keyboardist — and environmentalist — Chuck Leavell. But I digress.)

So what is the state of sustainability? In the cup-half-empty category, the historic Clean Air Act is under attack. Nuclear energy hasn’t looked worse in two decades. Climate-change legislation in the U.S. is further from being enacted than before President Obama was elected. China undoubtedly is going to kick the U.S.’s butt in so-called clean tech. As for the cup half full, there’s a lot of cool innovation going on in energy technology, and there’s a more rational, more serious, less shrill conversations going on about the very meaning of sustainability in corporate America.

Highlights of the conference (all of which can be viewed here; Registration is required but the videos are free):

* Richard Branson said $200 per barrel oil would cause “the mother or all recessions.”

* David Neeleman, founder of JetBlue and now the Brazilian airline Azul, sounded a similar note, predicting that oil at that level would reduce U.S. air travel by 40% and would wreak havoc on the economy. (Like Branson, Neeleman is investing in alternative fuels to fly planes.)

* Environmentalists from EDF chief Fred Krupp to former Obama administration official Van Jones called for humility in the environmental community. They seemed to be suggesting that the time for merely lecturing (think: An Inconvenient Truth; my analogy, not theirs) is past and that now it is time for true dialogue.

* Software innovator Tom Siebel discussed his ambitious energy-software venture C3, which stands for measuring, mitigating and monetizing carbon reduction. Siebel, who survived an elephant mauling in 2009, figures C3 will require $150 million in investment, and he’s going to market in an aggressive fashion that includes partnering with Barclays, Citibank and JPMorgan Chase to provide project finance for C3’s prospective customers.

These are just snippets from a packed agenda.  (Read my pal and Brainstorm Green founder Marc Gunther for a whole different set of highlights.) Waste Management (WM) CEO David Steiner gave some insight into how the garbage company might use its vast land holdings and customer data as untapped assets. Dynamic entrepreneurs like Ann Hand of Project Frog, Umesh Mishra of Transphorm and Peter Scott of Burn Design Lab showed innovative ideas for reducing energy usage with extremely different approaches. The Federal Energy Regulatory Commission’s Phil Moeller and others helped me understand why interoperability and standards are what is keeping the so-called smart grid from being more of a reality sooner. Consumer products entrepreneur Adam Lowry of Method Products and a great collection of others painted a picture of just how confusing the landscape is of outfits that promulgate sustainability ratings, both for products and for companies.

For sheer inspiration, however, nothing could match Laird Hamilton talking about surfing, fear and fitness. He said his father taught him at a young age that big-wave surfers are born, not raised, and that he himself feels more anxiety on the beach, thinking about surfing 80-foot waves, than he does once he’s in the water and methodically confronting them. Asked if being a father makes him more conservative he said not really. He wants his kids to know him, and he’s a big-wave rider, not some guy who used to be one. As for fitness and nutrition, Hamilton — who looks about 10 years younger than his 47 years — is a purist. “Potato chips in, potato chips out,” he said. He also believes in mixing up his exercise regime. The body is too efficient at things it knows and needs to be thrown for a loop now and then. (Two book recommendations came out of Hamilton’s interview: Susan Casey’s The Wave, in which Hamilton plays a major role, and Hamilton’s own book, Force of Nature, which includes his thoughts on diet and exercise.)

A wise soul asked me on the opening night in Laguna Niguel if we still need a conference on sustainability in 2011. I hope I least somewhat answered the question here.

More from Fortune:

  • Bill Joy: Better batteries key to Green power
  • Is infinite gasoline for real?
  • Virtual conference Q&A: What green thinkers think about green
About the Author
By Adam Lashinsky
See full bioRight Arrow Button Icon

Latest in

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • Pinterest icon

Latest in

Samuel Corum/Getty Images
Big TechSpaceX
Elon Musk’s proposed pay package in SpaceX’s IPO filing reveals what the company actually is: a $1 trillion monster built to colonize Mars
By Eva RoytburgMay 20, 2026
6 hours ago
elon
SuccessIPOs
SpaceX IPO targets $28.5 trillion total addressable market, mission to ‘make life multiplanetary’ and understand ‘true nature of the universe’
By Nick LichtenbergMay 20, 2026
8 hours ago
Jensen Huang, chief executive officer of Nvidia
AINvidia
Nvidia tells skeptical investors that AI is ready to go mainstream
By Ian King and BloombergMay 20, 2026
8 hours ago
SpaceX finally files IPO prospectus, reveals revenue is up–but losses are too
Big TechSpaceX
SpaceX finally files IPO prospectus, reveals revenue is up–but losses are too
By Allie Garfinkle and Alexei OreskovicMay 20, 2026
8 hours ago
Elon Musk sits with his fists together, looking up.
Commentaryspace
SpaceX will be worth trillions, but the space station that made it possible is worth even more — if we don’t squander it
By Tejpaul BhatiaMay 20, 2026
9 hours ago
Antler CEO Magnus Grimeland says Silicon Valley doesn’t have a monopoly on tech: ‘People can innovate from almost anywhere’
AsiaAsia Agenda
Antler CEO Magnus Grimeland says Silicon Valley doesn’t have a monopoly on tech: ‘People can innovate from almost anywhere’
By Angelica AngMay 20, 2026
9 hours ago

Most Popular

Bolt CEO says he let go of his entire HR team for creating problems that didn’t exist: ‘Those problems disappeared when I let them go’ 
Workplace Culture
Bolt CEO says he let go of his entire HR team for creating problems that didn’t exist: ‘Those problems disappeared when I let them go’ 
By Preston ForeMay 19, 2026
1 day ago
Despite a $500 million net worth, Shaq just finished his fourth degree. He warns graduates: 'Your character will take you further than your resume'
Success
Despite a $500 million net worth, Shaq just finished his fourth degree. He warns graduates: 'Your character will take you further than your resume'
By Preston ForeMay 20, 2026
15 hours ago
Meet a 21-year-old community college student who's going to China as the first American woman welder in the trades Olympics
Future of Work
Meet a 21-year-old community college student who's going to China as the first American woman welder in the trades Olympics
By Mike Householder and The Associated PressMay 17, 2026
4 days ago
The Bezos family just donated $100 million to help achieve one of Mayor Zohran Mamdani’s top campaign promises
Politics
The Bezos family just donated $100 million to help achieve one of Mayor Zohran Mamdani’s top campaign promises
By Jake AngeloMay 12, 2026
8 days ago
Dr. Bernice King on why companies that walked back DEI were never truly committed: 'If you retreat that quick…that reveals who you really are'
Workplace Culture
Dr. Bernice King on why companies that walked back DEI were never truly committed: 'If you retreat that quick…that reveals who you really are'
By Preston ForeMay 19, 2026
1 day ago
Spirit Airlines apologizes to all the Americans who can't afford any summer vacation flights as it shuts down
Travel & Leisure
Spirit Airlines apologizes to all the Americans who can't afford any summer vacation flights as it shuts down
By Rio Yamat and The Associated PressMay 18, 2026
3 days ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.