Tugboat Creative has never been just about being green. Of course preserving the environment is noble and necessary, but it’s just one part of sustainability. But it does not adequately encompass what is truly necessary to sustain life.

We have always been about leveraging the power of the American consumer dollar to serve culture, society, the economy and the environment. These four things in balance define sustainability.

In the spring of 2008, Adam Werbach, a lifelong professional environmentalist and full-time sustainability consultant presented a follow-up speech to his 2004 eulogy for environmentalism with "The Birth of Blue". He’s saying some pretty bold things and partnering with the most controversial enterprise he possibly could- Wal-Mart- in an effort to change the world. We think he's on to something.

See Adam Werbach's Birth of Blue speech »

Note: We are conflicted at the suggestion that Wal-Mart is a model of sustainability, but we are fascinated by Adam Werbach's hope to inspire a captive audience of 200 million Wal-Mart customers globally. We will remain skeptical and vigilant and our reason for being is to encourage consumers to do the same. We would also rather have a Wal-Mart that's trying to be a better citizen of the planet than one that continues its harrowing legacy of rampant injustice on every aspect of sustainability.