Companies don't have to act solely as their shareholders wish, but should instead protect investors' long-term interests by seeking to serve society as a whole, argues Unilever CEO Paul Polman. The company has improved its environmental footprint throughout its supply chain while increasing revenue, writes Marc Gunther. "More impressive than any single accomplishment, though, is the scope and seriousness of Unilever's plan, as well as the thinking behind it," Gunther writes.

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