In 2010, two moments highlighted the importance of a chief executive in driving (or not) the sustainability agenda. Anyone who tuned in to the global webcast launch of Unilever’s Sustainable Living Plan in November will have noticed the degree to which Paul Polman is personally navigating the environmental and social challenges faced by the planet and what the company he runs plans to do about them...All decent companies now have resources assigned to sustainability...But few chief executives have the knowledge or courage to step outside their comfort zone of shareholder calls and brand restructuring...Business leaders are expected to be campaigners for a more equitable world, to provoke debate, challenge the existing order and explain what they are doing about problems they no longer pretend are temporary or beyond their influence. [also refers to Body Shop (part of L'Oreal), BP, Ceres, Seventh Generation, Stoneyfield Yoghurt, Timberland]