b'AT THE END OF THE DAY, ACCEPTANCE AND COMMITMENT ARE ESSENTIAL.There is an uncomfortable leap here for many firms as they commence a journey to improve their sustainability. Its an acceptance that they arent perfect. Thisacceptanceisitselfaninternaljourneythefirm needs to take. Most firms would be comfortable with the view that they are strong, successful organisations with a quality model that balances fairness and sustainability with success. Often this model may have been in place for generations and based on the value proposition of its founders. Themostprogressivefirmsarethosewho,while recognisingtheirstrengths,arewillingtocompare themselvesagainstbenchmarksandthenationaland globalchallengesforsustainabilityandacknowledge and plan for their areas for improvement.Its uncomfortable for a firm to accept that its current approachisunsustainableandcontributestoadverse outcomes in the business, community or environment. Its also challenging to expand a firms responsibility beyond its core financial profitability to mirror community values and provide leadership for a better Australia. Greenwashing probably reflects the danger of getting trapped halfway between doing and saying nothing and making a real commitment to organisational change.'