Some points pulled from Ashoka’s #socentchat on the environment (full transcript: http://www.squidoo.com/socentchatjune09)

Social entrepreneurs surface innovation at the level of implementation, evolve the best ideas and set trends that others often follow. On the forefront of change, these new approaches—ideas, technologies and business practices—are helping shape a new global "marketplace" where rapidly increasing innovations multiply, compete and transform our relationship with the natural environment.

• Targeting all parts of the supply chain to change business & industry practice, by creating incentives, building demand and exerting pressure.
• Working on the outside of business to create and provide incentives for green business innovation and on the inside to innovate and act to exploit those incentives.
• Aligning environmental and financial incentives (cutting costs, increasing margins) so people act focusing on transactions, sometimes making green-branding and trust less relevant to overall success.
• Environment, energy and security are at a strong intersection and are ripe for social entrepreneurship—innovative solutions and nimble action-takers.
• Since some green business solutions rely on an increasingly green consumer identity, how to avoid consumer overload of excessive green branding or false-advertising? Need watchdogs to ensure honesty of green advertising?
• Given the great amount of profitable green opportunities to be exploited, what is missing to move them to more widespread adoption?
• How can you uniquely position product/practice, due to diverse array of environmental work being done?

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