More companies are paying attention to eco-efficiency -- reducing energy use and pollution -- Marc Stoiber writes. This could lead the way for eco-innovation -- the "application of innovation to sustainable development" -- to become the next business megatrend, he argues. Once companies push efficiency savings as far as they can go, they'll have to innovate to stay ahead of their rivals, Stoiber argues. "[T]he power of eco-innovation is its capacity for constant reinvention, improvement and iteration -- the very lifeblood of a vital, dynamic brand," he writes.

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