The Fourth Generation: New Strategies Call for New Eco‐Indicators

Under pressure from public opinion, the attitude of companies toward environmental issues has changed considerably since the 1970s. Over the past decades, there have been three distinct generations of environmental strategies and indicators. Now, at the beginning of a new century, we can start to see the contours of the fourth generation of environmental strategies and indicators—a generation that eventually will change the rules of the business game. © 2001 John Wiley & Sons, Inc.