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The word “sustainability” is seen, heard and debated often these days. Just what it means varies almost as much as people do, however. Earlier today, Shell hosted a live Web chat on the issue that included video and text transcripts in which a variety of professionals voiced their opinions about greenwash, the dos and don'ts of corporate media campaigns to do with “sustainability,” and just what is or isn't meant by it.

Executive Director of the non-profit Make it Right, Tom Darden, has been working closely with New Orleans officials and community leaders like Charles Allen in order to rebuild the Lower 9th Ward with eco-friendly houses. He dubs it, “the toughest redevelopment project in the country.” As if the idea of constructing eco-friendly homes in the devastated area weren’t innovative enough, the NGO’s origins are more original than most. Make it Right (MIR) was started by Brad Pitt in response to hurricane Katrina. It now has 25 employees and just completed its first 6 environmentally friendly homes built using the cradle to cradle philosophy of zero waste.