'We Recycle Your Air.'

Don't go to the barricades. "It's far better to interact with people than to protest against them. Of course, we respect a lot of the environmental campaigning that takes place, but whom would the chairman of Avis rather talk to -- the campaigners who are protesting outside his building telling passersby that the business is damaging the environment or the tree planters who are offering him a means to repair the damage?"

Ditch the phony caring, sharing bit. "The future belongs to single-issue-focused groups who can make themselves attractive to CFOs as companies prepare for environmental taxes and regulations. At first, we found ourselves in companies' marketing budgets. Now we're migrating into their operations budgets -- because clients recognize that environmental planning is a core function and that tree planting is a long-term commitment."