Makower writes: “2000-2005: superficial but serious. Early reporting focused mainly on small, self-reported activities: for example, a company phasing out Styrofoam “peanut” packaging in the shipping department. A name brand company releasing its first-ever environmental report could have a headline-grabbing moment.
There was relatively little effort by reporters to open the covers to understand what was behind these stories. Sustainable entrepreneurship (that’s not even what it was called yet) was so new that almost everything seemed worth highlighting, if not cheering.
“2005-2015: Less superficial, more serious. Coverage deepened, with more experienced journalists investigating meaningful changes in companies’ products, processes and operations. We have started to focus not only on the ‘what’, but also on the ‘how’ and ‘why’ of business initiatives.
“More effort has been made to explain the essence of what is needed to push a company in a more sustainable direction: how greater transparency and disclosure can improve a company’s operations, for example; the challenges of accurately measuring and reporting a company’s carbon footprint; the use of biotechnology and biomimicry to find less problematic ingredients for everything from biofuels to jeans.”
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