Most agree that there are millions of consumers out there willing to pay extra for safer and healthier products, and many others who are willing to make earth-friendly choices only because they care about the future or the planet. The truth is, green consumers are a moving target for media planners, and it gets even messier when you factor in the effectiveness of the messaging.

Experts of all stripes are predicting that green innovations are the last best hope for us to solve our environmental crises. In order to make the innovations a reality, we will have to train our business leaders to think sustainably and act strategically, and business schools are rising to this challenge.

There are plenty of measures firms can take to limit the environmental impact of business conferences, even in the least-green of locations -- although ultimately holding fewer events may be most sustainable answer.

An investment company headed by Nobel Prize winner Al Gore has reportedly closed a new $683m fund for investing in green start up businesses, and VC giant KPCB launches a $500m Green Fund.

Companies can make an enormous difference in the global environment and forest communities by adopting strict purchasing policies.

Hiring a C-level 'Energy Czar' position and creating a corporate average data-center efficiency metric are among some of the top-level changes companies should adopt in order to make serious reductions in energy use and greenhouse gas emissions, according to a report released by the Uptime Institute and McKinsey.

Companies such as Nike, Google, Anheuser-Busch and Levi Strauss have taken strides in reducing greenhouse gas emissions and communicating those efforts in ways that are transparent to consumers, according to the second Climate Counts Company Scorecard released today.

Shoppers at Tesco supermarkets can now see the carbon footprint of certain items just by checking the label.

The "Trucks Deliver a Cleaner Tomorrow" program offers six recommendations that will help the industry shrink its carbon footprint and preserve its livelihood during a time of skyrocketing fuel prices.

Through a partnership with the National Governors Association, the "Greening State Capitols" program will provide energy audits in 20 U.S. state capitols to identify ways in which they can reduce energy consumption.

Business intelligence software developer SAS has releases SAS for Sustainability Management to help companies better understand their current and future environmental impact.

Seth Goldman, the founder of Honest Tea, says his deal with Coke is a way to remain true to his mission, as well as how socially responsible companies can make a real impact on society.

Submissions of environmentally-focused trademarks applications helped create the busiest year since 2000 for the U.S. Patent and Trademark Office.

Cost is the perennial barrier to green corporate investments in energy efficiency, but a new approach from Economist Jerry Jackson, the author of "Energy Budgets at Risk," can help companies evaluate these expenditures using tools created by the financial industry.

The outdoor retailer's 2007 Stewardship Report finds a range of improvements in overall environmental performance and reporting, although it also highlights areas for improvement in reducing emissions and supply chain auditing.

The partnership will work to save fuel and reduce emissions by increasing aviation efficiency and reduce air traffic congestion through better routing, more effective arrival management and speed control to wipe out unnecessary delays and air time.

Say what you will about Shai Agassi, but no one will accuse him of thinking small. Agassi, who recently turned 40, has never worked in the energy industry or the automobile business. But he's trying to turn both industries upside down by getting the world to embrace electric cars. And he is making surprising progress.

Dr. Bronner’s Magic Soaps filed a lawsuit this week against several competing personal care brands alleging the companies, such as Estee Lauder, Juice Organics and Stella McCartney CARE, are misleading consumers with false organic labeling.

The Carbon Disclosure Project queried suppliers about what emissions they report and if they feel greenhouse gas regulations and climate change will impact their operations.

The utility company will ask its suppliers to provide hard data on their greenhouse gas emissions as part of its membership in the Carbon Disclosure Project's Supply Chain Leadership Collaboration; it is the first U.S. utility company to join the group.

This report from Dovetail Partners looks at how the storage of carbon within wood products and the low energy and fossil fuel intensity of wood products has been ignored by policy analysts.

A report by the Seafood Choices Alliance finds that all sectors of the U.S. seafood industry have included sustainable seafood in their offerings and expect an increase in sales of all seafood as well as sustainable seafood.

The co-generation facility put the papermaker on the path of using 100 percent renewable energy to power the operations of its Southern Ohio location. The company also will sell excess power to the state’s grid, as well as generate carbon credits.

Hewlett-Packard recently released a list of its largest suppliers in hopes of increasing accountability from factory floors to consumers' front doors.

Among the new offerings the retailer announced yesterday are binders, pencil cases, trash cans and cleaning products that are made from reclaimed waste materials and environmentally beneficial ingredients.