FORTUNE -- Peter Seligmann, the chairman and CEO of Conservation International, has a solution for our environmental ills: He wishes companies didn't have to report quarterly earnings. It's a familiar refrain for many who lament our society's short-term thinking. In Seligmann's case, he thinks that if big, publicly traded corporations didn't think on a quarterly basis they could do right for the environment because they could better think for the long term.
Fair enough. Never mind that Seligmann doesn't offer an alternative. For instance, how are companies who rely on the liquidity of the capital markets to inform their investors, who will want the ability to act on that information? Details, details.
Seligmann isn't alone. Over and over on the first day of Fortune's annual environmental conference, Fortune Brainstorm Green, speakers dissed corporate myopia. Jochen Zeitz, the chief of Puma, says short-term thinking works against sustainability. (He's forming a brainstorming group, the B-team, with Richard Branson to address the matter.) Rick Ridgeway, vice president of environmental initiatives at Patagonia, takes things a step further, edging into a nearly socialist category in arguing that growth and affluence are the biggest dangers to the environment. He says the "elephant in the room" is that global growth is leveling off and possibly declining, which is a good thing for the environment. As a private company, he says, Patagonia can revel in this. Those public companies that must answer to public investors can't.
What's going on here, I think, is that the environmental movement generally lacks an appreciation for the imperatives of business. The issue isn't so much growth as liquidity. Planning for the long term isn't just noble, it's good for business. Ignoring that there are all types of investors, however, is naïve.
Clarence Otis, the CEO of Darden Restaurants (DRI), gets this. His chain, Red Lobster, introduced seafood to Middle America and is working to farm lobsters for the first time, a long-term project underway in Malaysia. He says the clawless lobsters won't be produced at scale until 2030. He also rejects that business is too short-term-oriented. "Most successful managers don't manage for the short term," he says.
Perhaps the most sensible environmentalist at the Fortune conference is, of all things, an ex-Goldman Sachs (GS) banker. Mark Tercek, CEO of the Nature Conservancy, is promoting his book, Nature's Fortune. He tells an insightful story of interactions between his scientists and engineers at Dow Chemical (DOW), which wants to work with his organization on conversation programs. Turns out the Dow engineers understood the practical science under discussion far better than the environmentalists, in Tercek's opinion. His scientists are very good at theorizing, he says, and less good at offering solutions. (Tercek is one of the most articulate, fluid, nimble, explanatory speakers I have heard in a long time. If he writes half as well as he speaks, I want to read his book.)
Businesses need solutions. They are willing to listen to criticism. Thumb-sucking admonitions, not so much.
Two expressions caught my ear at the conference:
Upcycling. This refers to taking used material and finding a better use for it, as opposed to grinding it into park benches, for instance. Putting used plastic into fabric for clothing or turning garbage into energy are two examples of upcycling. This isn't a new term in the environmental/sustainability world. But it was new to me.
Wild fisheries. This is what normal people would call oceans or rivers or lakes. It refers to the fact that fish are often farmed now. It's what the late, great lexicographer William Safire referred to as a retronym, like acoustic guitar. It struck me as funny.
Mark Tercek is transforming the Nature Conservancy by partnering with business.
By Brian Dumaine, senior editor-at-large
FORTUNE -- Mark Tercek, the head of the Nature Conservancy, America's largest environmental group, is not your usual green-minded crusader. As a former partner and head of corporate finance at Goldman Sachs, Tercek is someone who has lived in both worlds. While at Goldman, then-CEO Hank Paulson had asked him to head up the investment MOREApr 30, 2013 10:08 AM ET
The Procter & Gamble CEO has been facing pressure from certain shareholders. But McDonald says that the right kind of investor gets long-term green goals.
FORTUNE -- There are no designated green jobs at Procter & Gamble, CEO Bob McDonald told attendees at Fortune's Brainstorm Green conference on Monday. Rather, he said, "every one of our jobs is a green job."
The company is investing in several green initiatives. One is to MOREShelley DuBois, writer-reporter - Apr 30, 2013 7:20 AM ET
The search giant has an ambitious plan to achieve its goal: becoming the world's most energy-efficient company.
By Brian Dumaine, senior editor-at-large
FORTUNE -- As the double-decker bus turns onto Charleston Road and starts winding through Google's Mountain View, Calif., campus, I stretch out in the business-class-size seat, admiring the smoothness of the black leather and the plush gray carpeting at my feet. A spacious table expands to hold a laptop, MOREJul 12, 2012 5:00 AM ET
That windowpane in your office will soon become valuable for more than the view. Newly developed electrochromic "smart" glass can cloud up for privacy, block the sun's rays to cool you down, or absorb them to power the place. Scientists say the glass will soon enable your office windows to turn into multitouch screens for PowerPoint presentations or videoconferences.
Green glass: Electrochromic glass draws its properties from a thin transparent glaze. MOREJessi Hempel, writer - Jul 5, 2011 5:00 AM ET
A silent cement factory on the Northern California coast is not where you would expect to find a former British Prime Minister on a Sunday afternoon. But there was no mistaking a blue-blazered Tony Blair hopping down from a black SUV as it rolled to a stop in a cloud of dust in front of a series of construction trailers. The reason for Blair's visit to this windy stretch of MOREMichael V. Copeland, Senior Writer - May 24, 2010 12:50 PM ET
Think on the bright side. Nine billion people is a lot of people to sell stuff too. But can the world handle it?
At Fortune's Brainstorm Green conference Wednesday, business and environmental leaders were cheery.
"I definitely vote for opportunity," said Glenn Prickett, chief external affairs officer for the Nature Conservancy. "I don't think you can be in the conservation community and not be an optimist."
"We all must think of it as MORESteve Hargreaves - Apr 14, 2010 4:31 PM ET
You see them at the supermarket - plump, ripe red tomatoes that look so healthy and tasty. But then you realize they're organic, and likely to cost twice what the shabby slicing tomatoes do. So back on the shelf they go.
Yet buying organic is not only good for the body, it's good for the earth. So how to bring more organic food to more consumers at a cheaper price?
Expand research MORESteve Hargreaves - Apr 14, 2010 3:11 PM ET
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