Schendler believed, with every fiber of his being, that American corporations could save the planet and reap profits at the same time. But when he put that faith to the test, he found turning green into greenbacks is harder than he thought.
Now, he's come forward to tell it how it really is, trying to go green in corporate America.
This hour, On Point: American business and the bottom line realities of going green.
Auden Schendler, executive director of community and environmental responsibility at the Aspen Ski Company.
Adam Werbach, former president of the Sierra Club, he's founder and CEO of Act Now, a sustainability consulting company based in San Francisco.
This program aired on November 21, 2007.