What has the economic downturn done to the previously growing trend of sustainability and green product development? One could hypothesize that producing sustainable, organic products is more expensive, and so in an economic slump companies will cut funds from those departments. Is this accurate?

Watch our video of the day from global authority on sustainability John Elkington and find out!

Want to learn more about Elkington’s opinions on sustainability and corporate responsibility? Read his latest blog in The Guardian, “Nine barriers to reinventing capitalism” here. Also, don’t forget to mark your calendars: his next book, The Zeronauts, will be published May 29, 2012.