Leaders do things that are new. The problem with being a leader is that you are often poorly understood because, almost by definition, you are one of the few people who understand the potential of your idea. Then you somehow have to convince the managers, who are focused on the current business processes, to give the new idea a go. This can be a really hard thing to accomplish, because try as you might the managers will not see the idea. Almost by definition, they can't.
Unless you happen to be Bill Joy. You know, wrote Berkeley Unix, started Sun Microsystems, blah, blah, blah. In this interview with Maria Bartiromo, Joy proclaims that green is the next big thing. The next wealth creation thing. The next MONEY thing. So when you are trying to push your green sustainability ideas to the higher ups, just say "Well, Bill Joy thinks that going green is the next opportunity for massive wealth creation." It can't hurt to have Bill on your side, and it might just help.