For 222 years, American stock exchanges have measured success by larger numbers, regardless of capital's social and environmental impact. The bottom line has been the top line. During recent decades, though, corporations have been kicked from behind by vigilant citizens demanding government regulations, then nudged from within by pioneering capitalists who actually cared about planet or nation.

Responding to market pressures and to enlightened self-interest, corporations have hired an army of sustainability managers. These folks are tasked to reduce the costs of wasted energy, pollution, and/or public disgust.

Sustainable Brands http://www.sustainablebrands.com promotes corporate greening by gathering such managers at its New Metrics conferences. The Philadelphia event in September showcased fifty consultants, portfolio experts, accountants, professors, business reporters, financial innovators, and public relations officers. Attending were 100 more. Nearly all seemed to be sincere environmentalists, committed to steering their Titanics from icebergs. Some admitted that their company was itself an iceberg, while others were bold green washers.

They spoke of new standards, new targets and thresholds, seeking "effectiveness" above mere efficiency, developing scenarios rather than calculating ratios, aiming for net positive impact. They described the challenge of communicating these to CFOs and accountants. Doing so requires imaginative spread sheets and relevant new databases. "What gets measured gets managed," said Steve Lydenberg of Domini Social Investments.