"The concept of having a green supply chain will move from being a public relations strategy to a necessary means of deriving real economic value and improving compliance. As companies focus on supply chain and product lifecycle management initiatives in this environmental light, concepts that will be embraced include the designing of products derived from recycled materials; striving for 'zero waste' from a product at end-of-life; and employing sourcing and fulfillment strategies based on less fuel consumption and the environmental practices of supply chain partners."

"There's going to be much additional focus on clean-energy technology. A lot of [venture capital] funds are being raised in that sector and there's been a shift in perception. It's not just "greens" who are promoting clean tech these days, but also military and conservative people who are increasingly aware that we're getting more of our oil from very unstable regions of the world. Clean technology is becoming important to the national security strategic discussion at many, many levels. The hawks are starting to see [importation of foreign oil] as a huge economic threat for the U.S., and that's why we're seeing many different constituencies getting behind the green energy movement."

"Sustainable business practices will require new approaches to marketing. Our gurus commented, for instance, on the perception that agencies lack awareness and need to shift to see more CSR people being involved in strategic marketing and planning. Some felt that more fundamental changes will require a more ideological and strategic shift — such as the rise of a new marketing ethic."

"Expect more advertisers to inquire about the environmental characteristics of the publication they are attaching their brand to. Aveda requires any magazine that wants their advertising dollars to fill out a survey detailing their environmental performance. Other advertisers have different preferences for magazines using recycled paper and the list continues to grow."

"The greening of information technology (IT) started in 2007, but will pick up speed and spread to all parts of both the corporate and consumer domains. This includes efforts at conserving power, more efficient procedures, less travel, and many other activities to save resources. Some companies will step up to the challenge, but look for major shifts in R&D budgets and collaborative partnerships to reflect this trend."

"The green marketing and positioning of computer hardware, software, and services will reach new heights of intensity next year. Several large systems OEMs will publicly claim industry leadership in energy efficiency, design for- environment, and the greenness of their internal operations. To rise above the fray and remain credible, tech marketers should not overstate their companies' positions and should make sure that their companies' internal commitments match up with their go-to-market messaging."

"Retail CEOs will find themselves faced with some hard questions about the green movement sweeping through corporate America. The biggest one: Can they be profit-driven and still be passionate about the planet?

Converting lighting, providing reusable bags and establishing a recycling program are first steps on the road to becoming an eco-warrior. But building green stores, overhauling sourcing and manufacturing to be more in sync with green objectives, and determining the right mix of green products on the shelf are a whole lot harder to do.

Wall Street says it stands ready to reward companies that back the environmental trend, but make no mistake – it’s keeping a wary eye on the cost/benefit equation. And shoppers may say they’re all for eco-friendly wares, but studies have shown that acceptance seems contingent on price. If 2008 brings about corporate and consumer belt-tightening, “green” could get squeezed."