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Carbon Neutral: CHECK, Net Neutral: CHECK, Water Neutral ... HUH?

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The global-warming debate has introduced some new catchphrases into the business lexicon. Becoming carbon neutral, for example, is now a goal for multinationals like Dell, HSBC and Tesco. But for another well-known international brand, becoming carbon neutral isn't enough. Last June, Coca-Cola CEO Neville Isdell flew to Beijing and pledged that his company would become "water neutral" — every drop of water it uses to produce beverages would be returned to the earth or compensated for through conservation and recycling programs. "Water is the main ingredient in nearly every beverage that we make," Isdell said. "Without access to safe water supply, our business simply cannot exist."

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Some will say that it's still not enough, but I thought it was interesting to see what one major global corporation is doing (or at least thinking of doing) to minimize its impact on the environment ... partly in response to social pressures, but partly because they know that it's in their best financial interests in the long term as well.
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