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David Zaslav
 
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It?s ponied up $50 million for original green TV programming.
 
 
As the company behind TV's Animal Planet and Discovery Channel hits like Planet Earth, it's not surprising that this media company has a penchant for green causes. Still, it made the whole communications industry sit up and take notice recently when it announced the mid-2008 launch of a new TV channel devoted to coverage of environmental issues—one that would be shown in 50 million U.S. homes. With the August acquisition of TreeHugger.com, the leading eco-lifestyle website, it became official: A new green authority had arrived.

But at Discovery Communications, it's not only the programming that's green. The firm has also compensated for 100% of the carbon dioxide emissions produced by its Silver Spring, MD, headquarters (which boasts energy-efficient lighting, bamboo floors and water-conserving faucets and toilets) by making an equal contribution to funding environmental projects.

The company's commitment to what it calls the Planet-Green initiative is part of its plan to cast itself as the world's "most comprehensive and trusted global resource for celebrating, preserving and protecting the planet." Guided by an advisory board of leading eco-researchers and scientists, it will soon host an annual conference devoted to environ-mental innovation. And while its new channel features the stylish side of eco—shows on design, architecture and organic food—the company has committed $50 million to creating green programming on all 14 of its channels. First up: the Discovery Channel series Ten Ways to Save the Planet. We think this is a pretty good start.
 
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     NAU

  With a punk-rock do-it-yourself spirit and a zeal for changing the world, Nau is a clothing upstart that's rewriting all the rules. (Its name is Maori for "Welcome! Come in.") Within months of its March launch, it was already shaking up the industry, opening tiny "webfronts" stocked with ...
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     AVEDA

  To legions of women, the mere mention of Aveda conjures up visions of showering in a lush rain forest, right in their very own bathroom. We have the natural-beauty innovator to thank for introducing us to more than 600 plant-based ingredients, including morikue and babassu oil, when other manufacturers ...
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     BURT'S BEES

  Burt's Bees got its start in 1984 when Roxanne Quimby, a down-on-her-luck Maine mother of twins, came across amateur beekeeper Burt Shavitz selling honey by the side of the road. Roxanne immediately fell for Burt's products. Within months, she'd cooked up a business plan and started churning out ...
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     HERMAN MILLER

  People who step into Herman Miller's 15,172-square-foot Atlanta Design Center are amazed by its natural beauty. Flooded with daylight, outfitted with sleek, energy-efficient appliances and run on sustainable power, it shines as an example of what can happen when creative ingenuity meets eco-consciousness. But then, ...
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     DISCOVERY COMMUNICATIONS

  As the company behind TV's Animal Planet and Discovery Channel hits like Planet Earth , it's not surprising that this media company has a penchant for green causes. Still, it made the whole communications industry sit up and take notice recently when it announced the mid-2008 launch of ...
Read More >> 

     JOHNSON & JOHNSON

  Imagine your boss asking you to learn more about how to preserve the planet—and then paying you to do so. Well, that's the case at Johnson & Johnson, where each company division must launch a five-year environmental literacy plan for its employees, with the introduction of at least one ...
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     PROCTER & GAMBLE

  The birds, crabs and fish living in the Bridge Creek Salt Marsh, in Barnstable, MA, may have no idea, but they got a big break earlier this year. That's when the Corporate Wetlands Restoration Partnership, founded by Gillette, which has merged with P&G, helped complete a $1.5 million upgrade ...
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     S.C. JOHNSON & SON

  Sometimes a good idea can go a long way. At S.C. Johnson, company scientists have devised what they call the Greenlist, a system that classifies more than 95% of raw materials used in its products based on the material's impact on the environment and human health. Each ...
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     LINDA LOUDERMILK

  In the middle of L.A.'s loud and brazen Melrose Avenue lies a soothing oasis of green design—Luxury Eco by Linda Loudermilk. Visitors enter by walking over a bridge above running water and try on clothes in a pod-shaped dressing room that reveals glimpses of the sky. On the ...
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     PNC FINANCIAL SERVICES GROUP

  When it comes to protecting the planet, it's hard to beat PNC: This leading financial services firm operates more green buildings than any other company on earth. Founded 155 years ago, PNC remains refreshingly forward-looking; it was the first in its industry to receive a LEED certification and has ...
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