Jeffrey Hollender, Co-founder & CEO of Seventh Generation, tells Big Think:

The challenge of moving the commitment to sustainability beyond senior management is ultimately a cultural challenge. You have to send that message.  You have to incentivize people.  If you pay out bonuses based upon increased sales and profits and not sustainability initiatives, where will people put their attention?  On profits and sales.  So, you have to embed these ideas and incentives within your culture.  You have to reward people who are sustainability leaders, not just the biggest salespeople.

You can watch the entire video here: