The end of the modern financial system as we know it has cleared the way for an era of ethical economics, or "Ethonomics." We live in a world that's resource-constrained but ingenuity-rich. So an upstart generation of entrepreneurs--and innovators within the world's biggest companies--are founding businesses that are good for the world as well as the bottom line. They are practicing social change through urban revitalization, sustainable agriculture, green IT, alternative energy and online community-powered investing. Any business that claims to be truly sustainable and innovative should be increasingly efficient with energy and natural resources, transparent and accountable, and good on balance for people and other living things. Ethonomics is a hybrid of technology, design, and social responsibility, and at Fast Company we believe it is the future of business.
But we're not breathless cheerleaders for every daisy-splashed widget that comes down the pike. We have a skeptical eye out for greenwashing by large and small companies alike, and are impatient with lofty claims that stray too far from the marketplace or from Main Street. Our duty is to keep it honest; our promise to our audience is to keep our coverage clear-eyed and entertaining. In the reality-based world of ethonomics, good results are more important than good intentions.