Recent developments suggest that a paradigm shift is transforming the corporate world from exclusively assessing financial impacts of decisions to integrating social, environmental, and economic (SEE) considerations... [Last] month...the Business Roundtable, an association of US corporate CEOs, [announced] its SEE Change initiative that seeks to create synergies between environmental stewardship, social improvement, and bottom-line performance... Participant companies include Coca-Cola, Dow, Eastman Kodak, General Electric, Procter & Gamble, Weyerhaeuser, and Xerox... On the one hand, the initiative could inspire companies to develop truly sustainable, innovative solutions to such pressing problems [as water sustainability]. On the other hand, it could present opportunities for companies to greenwash...