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with eBay you could hence add Cloud Computing,Social Production and Microcredit to the unsunggreen heroes. Sustainability is not a technical matterto be fixed with a different kind of energy. It is givingdue weight to today's needs and tomorrow's;especially poverty, according to the Bruntland reportdefinition. How can such weighty problems be tackledeffectively? Many of the best ideas we have seen overthe last five years have a simple answer: co-operation.The winner of the Grand Prix in the 2006 GreenAwards was a simple scheme (the O2 DoorstepChallenge) where people were asked to keep their oldNokia charger for use with their new Nokia phone. Ifthey did so, the packaging could be made smallenough to fit through a letter box, which could also beused to post back their old phone for recycling. For thecustomer, it meant they no longer had to visit the storeto pick up their new phone. For the company it saved valuable resources andcosts. For the environment, it tackled electrical waste.It was an engaging innovative scheme that improvedthe customer experience, underlined O2's differenceas a brand (in a market where"one is red and one isgreen") and made everyone feel good in the process.Finding a helpful coincidence, where people, planetand profit all win, is a common feature of many of thegreat ideas we have seen in awards entries. One entryin this year's awards that stood out was Marks &042SUSTAINABLE DEVELOPMENTBelow: John Grant