While we went in agreeing corporate responsibility isn't one-size-fits-all, the ensuing discussion made common cause around a critical concept: transparency.

I recently moderated a panel sponsored by Women's Network for a Sustainable Future, comprised of visionary female executives from blue chip companies. The event was designed as a discussion about engaging consumers in corporate environmental initiatives. It was an honor, and right in my sweet spot.

Companies entering CSR get one chance to make a good impression. There are learnable best practices and many organizations that teach them. If your company doesn't have a CSR lead, consider stepping into the role. There is no greater opportunity to drive value for the business and personal satisfaction by doing something good.

The sense of urgency that spurred the work of a gaggle of energy and environmental first-adopters into a global industry of social entrepreneurs might have lost its way.

Brands with genuine green mojo muscle to flex should go for it. It can add a shot of adrenalin to your business. But ask yourself these questions before putting your green mojo on the center stage.

Under the new rules, the currency of sustainable branding is innovation, flexibility, and heart. I have formulated seven strategies which I believe can help businesses address these deep-seated and lasting changes in consumer sensibility. Reflecting our learning from working with sustainability leaders over the past 20-plus years, they can be summarized as follows.

Marketers need to lead consumers, not follow them, in order to fulfill the sustainability promise of the Green movement.

In the same way that you are trying to compete for market share in your sector, you must work at obtaining a share of the volunteer market. Think about volunteers as another segment of your target audience -- those people who may become potential spokespeople for your community-based social marketing campaign. <

Companies are already making plans for Earth Day. There will be nationwide events and media opportunities to show corporate concern for the environment and their communities. Depending on one's viewpoint, Earth Day will be a PR obligation or a marketing event to show how your product will save lots of trees.

Having successful green initiatives and sustainability programs can have a powerful effect on brand loyalty and brand awareness. And that can truly drive some positive social buzz.