Sustainability is subject to a continuous "creep," with yesterday's cutting-edge CSR campaign becoming today's sustainability standard, writes Gregory Unruh. That's occurring because green advocacy groups are pushing corporations to do better, Unruh adds, and only companies that seriously engage with the CSR community are able to shape or steer the field's evolution. "Getting a seat at the table and helping to shape sustainability standards is something every company should consider, and fast," he writes.

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