The key here though is to stick to your general business definition without letting it totally define you.

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Among those that do, the definition varies: 55% define sustainability as the management of issues related to the environment (for example, greenhouse gas emissions, energy efficiency, waste management, green-product development, and water conservation).

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Instead of getting lumped into prefab categories of consumer, you essentially create your own custom categories that by definition create groups that you know define you (and your friends) best: biking buddies, fellow gardeners, iPhone enthusiasts.

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The member states of the Intergovernmental Committee in cooperation with the Secretariat of UNESCO are aiming to define more specifically the ways of implementation of the Convention through the definition of operational guidelines (Operational Guidelines).

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So, the advice I give business leaders in my seminars is to take some time right now to strategically define who you want to be, and what you want to be know as, and then to live that definition in every interaction.

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