Not enough that companies generate profits, but it is interesting to do so through systematic innovation and minimizing the environmental impact of its processes (zero footprint).

The momentum of the environment as a variable of our development is one of the main themes that underpin the major macroeconomic policies of our government today. Citizens and governments themselves have become aware that the current economic development can not mortgage the future.

Source: OPTI. Prospective Study on the Social Behavior to Sustainable Development. November 2007.

An attempt to clear what it brings together under the concept of sustainability did the European Commission (1) in 1987 and defined it as "development that meets present needs without compromising the ability of future generations to meet their own needs"

Thus, economic, environmental and social form an inseparable whole in the present competitive scenario and emerging concepts such as Eco innovation is formulated in the Science and Technology Plan 2011 of the Basque Government. The Framework Programme for Competitiveness and Innovation 2007/2013 (CIP) devotes a fifth of its budget to this concept ( http://ec.europa.eu/cip/index_en.htm ). Also the National Plan R + D + i 2007-2013 envisages the development of its strategic goal "Sectoral Development and Technological Innovation" eco-innovation as a key aspect to consider.

And with regard to business? Are they aware of the importance of getting through their processes, the goal of zero environmental footprint? What are the challenges they face? What efforts are being made to achieve this?. Are we, perhaps, to a fantasy in which desire and reality are at a different level?. We will see how to play this game environment ...