U.S. raw gypsum use) from the by-product of manufacturing and energy-generating processes, primarilyfrom desulfurization of coal power plant exhaust gases.
Leadership by Expertise
Another way in which companies can demonstrate leadership is through their expertise. The new focus on a'sustainable' economy is paving the way for companies that offer products or services that help other companies reduce their environmental impacts. A great example is in the area of information technologywhich not only can be used to help improve efficiencies in manufacturing, it can be used to look at entiresystems and provide vital information. Computer models alerted the world to the 'hole' in the ozone layer,satellites reveal changes in the polar ice caps, etc. In day to day application, measurement devices thatmonitor traffic flow could be used to automatically adjust traffic lights to facilitate safety and efficiency of transportation. Buildings that install monitors of electric power use help manage the peaks and valleys inconsumption, reducing energy costs and helping utilities determine where electricity is needed and when.Devices measure the depth and speed of rivers can be used to feed real-time data that can protect lives andproperty from natural disasters such as floods.Moving beyond the environmental pillar, on the social side, experts in issues like global development, fair trade, workers' rights, and labor relations will also continue to be in demand because companies areincreasingly going to be asked (required) to measure and report on their footprints in these areas as well.
Leadership by Influence
The last area where leadership can be demonstrated is one that has not fully been explored by many.Leaders know that they need to look beyond their own actions and expertise, and use their values not onlyon those portions of the supply chain under their direct control, but to look beyond to those things over whichthey can have an influence. This includes holding suppliers - and even customers - to adhere to values.Increasingly companies are requiring suppliers to do more than guarantee a level of quality for the productsthat they supply, some are requiring that suppliers maintain a chain of custody to ensure that the productsthat they are using confirm to environmental and social values. Large power-purchasers have beenexploring the extent of the influence that they can have on their suppliers' behavior by implementingrequirements beyond prices. Examples include Wal-Mart's efforts to reduce packaging and marketingmaterials and to sell sustainable seafood. In order to be a supplier to Wal-Mart, the giant retailer must beconvinced - often using third party validation - that the seafood products that they are selling to customersare, in fact, sourced from sustainable species.Changing consumer behavior is naturally harder. Programs such as charging and refunding deposits onglass and plastic bottles and aluminum cans provide direct financial incentives and are successful. But often,