Much has changed since that first Earth Day in 1970 when Senator Nelson led the first Earth Day demonstration. That first Earth Day led to the formation of the Environmental Protection Agency (EPA). The EPA and laws and regulations that came in the following years made business accountable for polluting, harming human health and the environment, by handing businesses the bill. Businesses now had to comply to avoid huge fines and penalties.

As we mark Earth Day of 2010, the shift to sustainability in business is based on a different premise. Thought leaders and innovators in business today are taking the route of responsible capitalism, becoming accountable not to government, not to shareholders, but to the larger community of stakeholders in the business or corporation. The consumer pull or demand for responsibility is leading the charge. It is no accident that branding and PR are at the forefront. On a national level, Conferences like Sustainable Brands are more popular than ever with almost every major US corporations attending. Locally, companies like Coke, Cox, Interface and others are making huge efforts for their sustainability initiatives to be seen and heard.

Recognizing the importance of telling your green story and leading by example, the Green Chamber of the South gives companies the opportunity to do this regularly. On April 14 we will hold a seminar on Social Media and how to leverage it in the context of sustainability and green business, and in May we will hold a seminar on finding and telling your green story, all that in addition to our regular Green Wednesdays networking lunches, programs with local chambers TAG and many more. Please check our website for more details.

Ofra Tessler is president and co-founder of The Green Chamber of the South, serving green businesses throughout the Southeast. The Chamber connects green businesses, clean technology companies and corporations with sustainability programs to share best practices learn and grow. It offers businesses exposure, networking opportunities, projects, workshops and seminars. The Green Chamber of the South provides sustainable businesses in the Southeast with a strong organization, guidance, and ample opportunities for collaboration and growth. For more information: www.greencs.org or info@greencs.org

Earth Day is observed on April 22, 2010.