Two days after Andersen was convicted of destroying Enron-related documents and obstructing justice, we marked the 30th anniversary of the history-making Watergate break-in. These events, one related to the toppling of a corporate giant, the other to the toppling of a U.S. president, are linked in that they prove there will always be people who think the end justifies the means. Human nature-ego, greed, fear-doesn't change from generation to generation. Enron's demise was only the first layer of corporate corruption, as lately the onion has been peeled to reveal others. Many companies, in other industries as well as in energy, have had to restate earnings, replace their CEO and CFO, submit to an investigation and answer shareholder lawsuits. The problem is, it will take the American people-investors all, in one way or another-a long time to get past the belief that U.S. business is run by lawless cowboys working for no one's benefit but their own. The sorry sideways motion of the stock market during the past 24 months is a disappointing testament to the absence of trust. That's why it is gratifying to see another trend building that may offset this one. We refer to the concept of sustainable business development, an idea that is starting to catch on with many of the largest corporations in the world, including Shell, BP, Conoco, Marathon and Suncor. Observing the adage that what gets measured gets done, sustainability is moving beyond buzzwords to become a platform for corporate action. Dow Jones launched the Dow Jones Sustainability Index in October 2001. This is a list of publicly traded multinationals that meet its criteria for smart business practices. Superior financial performance is not the yardstick by which companies are eligible, although studies show that those that practice sustainable business tend to financially outperform those that don't. This concept is more than just a way to be "green" and create positive PR. More and more top-level executives mention it at energy industry meetings we attend. What exactly are we talking about? The United Nations says sustainable development is "development that meets the needs of the present without compromising the ability of future generations to meet their needs." This means operating a company such that it brings energy to those who need it but don't yet have it, while heeding these issues: resource conservation, waste management, air quality and global climate change, as well as social issues of public health, employing natives in international operations, diversity in employment at home, and business ethics. Let's take a look at an oil industry example. Conoco is a member of the aforementioned Dow Jones index, and is the only oil firm on the related FTSE 4Good U.S. 100 Index on the London Stock Exchange. It also is a member of the World Business Council for Sustainable Development. And, a German company ranked it No. 1 among 23 oil and gas companies in corporate sustainability measures. In 2001 the company issued its first sustainable growth report, a slick 72-page piece that looks like an annual report, in which Conoco outlined what it intends to do. A second report this past May shows how the company has begun to implement sustainable development policies around the world. Unfortunately, there are no standard ways to attest to or measure the results of nonfinancial activity like this, but Ernst & Young signed off on Conoco's report after reviewing its commitments and reports, and making site visits. PricewaterhouseCoopers verified Dow Jones' annual selection process for its index. "At the corporate level, sustainable companies must satisfy not only their financial obligations, but also the needs and expectations of society," says Conoco chairman Archie Dunham. "Can an energy company help create a more sustainable future for our planet and its people? I believe it must. The global energy industry is entering a period of major transition toward sustainability, but the transformation will be gradual." What does all this mean on a practical basis? Conoco has plenty of examples. It funds schools in Venezuela, teaches children about fire safety, and has reduced gas flaring emissions in Syria by installing a new pipeline that connects production to that country's gas grid. Targets include zero emissions, zero accidents and injuries for employees and contractors at Conoco sites, and zero incidents of unethical behavior. In its 2002 report, Conoco honestly aired its dirty linen, showing how many barrels of oil it spilled in 1999, 2000 and 2001, and how many barrels were recovered. It detailed how many tons of emissions it had worldwide and how much energy it consumed. It tells what it spent on environmental matters and what it calls social investments (community donations and dues). We applaud this type of commitment and want to see it gather steam among all companies. It is one way to begin to fight back against recent negative news-and create a more positive future.