New Yorkers ushered in 2007 in their shirt sleeves. Europeans searched for decent snow in the Alps. The bears in the forests around Moscow are still wondering whether to hibernate. Apposite then that saving the planet is the New Year's resolution of choice in business boardrooms. And why not? There is kudos to be earned from climate-conscious consumers; and profit in sustainability. The interesting question is whether the effort will outlast the familiar January fitness fads. The answer is yes. Disregard soon-to-be-forgotten good intentions and reputational advantage.