Paul Gilding the former executive director of Greenpeace is now running his own "eco-consulting" company. An excellent article in Forbes details his transition from fighting big business to working with them.
Gilding now concedes: "If you want to change the world change it through the market."
One example of Gilding's work includes a project with Ford where they were able to cut water usage used in manufacturing by 18 percent at a plant in Mexico. Gilding calls that 'sustainability,' I call it the profit motive. The article is right, maybe "business guys aren't so evil, after all."
Reason has been talking about this for years. Check out our environment program, New Environmentalism.