 What is green 2.0? Going green used to mean creating better than products. Now we challenge products to be better designed throughout the entire life cycle. Consumers sought out more sustainable businesses, but the real challenge is for businesses to rethink how to produce more services and less stuff. Businesses used to be praised for taking on a social responsibility agenda, but now we expect doing good to be built into day-to-day decision-making. Conservation projects have made great gains in preserving ecosystems and species. And now we see that the power lies in harnessing local knowledge about those ecosystems and integrating that wisdom into solutions that help people and planet. The time has come for businesses to view themselves as part of a global ecosystem. Investors are moving from funding projects targeted at a single problem and into integrated approaches to systems change. We all work together on holistic solutions. That's green 2.0.