Consciously choosing change can often be quite a courageous feat; it is not for the meek or the faint of heart. Today, one of the greatest calls to change heard around the globe is for sustainability. The transformations needed to move forward in this quest are on par with some of the greatest movements in history. The green movement, from an American perspective, has the potential to be as monumental as the founding of this country, the Industrial Revolution, or the Civil Rights movement. Each occasion changed the manner in which individuals interacted with one another and had effects that reverberated around the world. As people everywhere consciously choose to support the wave of green movements far and wide, the resulting crescendo of new ways to relate to each other, the land, and our monetary systems has the potential to create a healthy, sustainable planet. The business sector is a key actor in consciously choosing change for sustainability. Joel Makower, well-known for his per