In the last few years the general public's sensitivity to issues of sustainability has increased by an unprecedented order of magnitude – environmental awareness has well and truly become a mainstream preoccupation.

Of course, there is a world of difference between lending your company the appearance of a green sensibility, and actually making a genuine commitment to reducing your impact upon the environment and effecting that commitment.

At DTAC CEO Dean Homicki has discovered, building sustainable business involves more than just paying lip service to green principles, but requires some fundamental changes to a company's work practice, in both structural and cultural terms.