Recession vs. Sustainability II

This Economist article (from November) takes a look at the likely sustainability-related actions of companies as they deal with a slowing economy.
 

In 2009 sustainability will take on a new meaning in boardrooms: staying in business. As recession bites and growth slows, bankruptcies will soar. To sustain profits, companies will slash costs and cut jobs, while consumers will be even less prepared to pay extra for organic food or air-travel offsets.

It suggests that the shake out may help remind customers about the societal benefits that their companies provide (e.g. jobs), and may produce more open/truthful discussion of corporate sustainability.

They provide employment, as well as the goods and services that their customers want—and the threat of job losses and even bankruptcies will serve as a powerful reminder of this basic reality.

...More often the activities that go under the sustainability banner are a hotch-potch of pet projects at best tenuously related to the core business. The coming shake-out will help to remove some of this froth.