Many experts have been observing in recent months that innovating for sustainability seems to be approaching mainstream attention, particularly at Fortune 500 companies and among forward-looking social entrepreneurs. The growth of the Sustainable Brands community certainly supports that claim, with an audience of over 2,800 boasting more than $4 Trillion in combined annual revenue represented at SB’13 earlier this summer. At the same time, however, in the majority of cases sustainability is still not part of the firm’s core strategy. And we can’t expect to be on the right long-term trajectory if all we do is encourage employees to switch to double-sided printing.