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As carbon footprint, global warming (what an innocuous name for such a dreadful phenomenon) and similar issues have finally reached a critical mass to come into mainstream consciousness, the time seems ripe to move our threatened planet forward. And marketers have to be there, leading the charge, marshaling public opinion, and moving from consciousness that we need to save the planet to actually doing it. I envisioned an organization that would not only provide support to each other, but stake out advocacy positions that would enable governments, businesses, nonprofits, and the public to go more Green and do it faster.