经济学人下载:熊彼特专栏-绿色增长

These firms measure themselves by their greenery, too. Florida Ice & Farm, for example, links 60% of its boss’s pay to the triple bottom line of “people, planet and profit”. The sustainability champions also encourage their workers to come up with green ideas. Natura, a Brazilian cosmetics company, gives bonuses to staff who find ways to reduce the firm’s impact on the environment. Masisa, a Chilean forestry company, invites employees to “imagine unimaginable businesses” aimed at poorer consumers. Woolworths, a South African retailer, claims that many of its best green ideas have come from staff, not bosses.

这些企业还通过环保事业来衡量自身价值。比如，Florida Ice & Farm把老板60%的薪水与“人、地球、利润”三条底线挂钩。同时，这只“新型可持续发展领头羊”还鼓励员工提出绿色点子。巴西一家化妆品企业Natura分发奖励给员工，让他们找到降低企业对环境造成破坏的方法。智利一家林业企业Masisa，动员其职工开动脑筋，想出各种稀奇古怪的业务方式吸引相对拮据的客户。南非一家零售商Woolworths称，公司很多最佳环保点子来自员工而不是老板。

In emerging markets it is hard for companies to stick to one specialism, because they have to worry about so many wider problems, from lousy infrastructure to unreliable supply chains. So the sustainability champions seek to shape the business environment in which they operate. They lobby regulators: Grupo Balbo, a Brazilian organic-sugar producer, is working with the Brazilian government to establish a certification system for organic products. They form partnerships with governments and NGOs. Kenya’s Equity Bank has formed an alliance with groups such as The International Fund for Agricultural Development to reduce its risks when lending to smallholders. Natura has worked with its suppliers to produce sustainable packaging, including a new “green” plastic derived from sugar cane.

在新型经济体中，企业似乎很难坚守一种专长，因为它们还得担忧如令人讨厌的基础设施和不可信赖的供应链等诸多大问题。 因此，领头羊们力求塑造业已掌控的经济环境。它们向监管机构游说，如巴西的有机糖生产商Grupo Balbo和巴西政府合作，以建立有机产品的认证体系，它们还同各级政府和非政府组织建立关系；肯尼亚的Equity Bank与国际农业发展基金等组织构建联盟关系，来降低小佃农的贷款风险。Natura与其供应商合作，生产可持续包装袋，其中包括从甘蔗中提炼出来的新 “绿色“垃圾袋。

The firms also work hard to reach and educate poor consumers, often sacrificing short-term profits to create future markets. Masisa organises local carpenters into networks and connects them to low-income furniture buyers. Broad Group has developed a miniature device for measuring air pollution that can fit into mobile phones. Jain Irrigation, an Indian maker of irrigation systems, uses dance and song to explain the benefits of drip irrigation to farmers who can’t read. Suntech, a Chinese solar-power company, has established a low-carbon museum to celebrate ways of reducing carbon-dioxide emissions.

这些企业还努力接触和教育贫苦消费者，时常为了开拓未来市场而牺牲短期利益。Masisa组织当地的工匠建立关系网，使他们和低收入的家具买家间保持联系。远大集团给空调装上用来衡量空气污染的小型设备，可嵌入到手机里面。印度的灌溉系统制造商Jain Irrigation用舞蹈和音乐向那些不识字的农民解释滴管的好处。中国的太阳能企业尚德，建立了一家低碳博物馆，以宣传减二氧化碳碳排放的各种途径。