The ghetto of sustainability

I'm also concurrently at work on an innovation challenge for the Sustainable Innovation Summit, which is much like the Innovation Challenge, only ghettoized. Although the SIS draws some big name brands (e.g., Johnson & Johnson, Xerox, et al.), I find it hard to see how it plans to effect real market transformation, since it tries to carve "sustainability" off as a niche family of problems rather than trying to integrate environmental consciousness into business thinking generally.

Since this is my first time through the SIS wringer, though, I'm reserving judgment. I'll let you know how it turns out.