The failure to take a stand is the most extreme stand. And when it comes to the environment, there's nothing like continuous erosion to create irreversible damage to our planet, to our country and to ourselves. Therefore we at TheMarker and throughout the Haaretz Group have made the strategic decision to take a stand. We are adopting the environment as a flagship issue. We have decided to do everything in our power to urge policymakers and shapers, the companies that pollute our land, water and air, and consumers, too - yes, all of us - to become a part of the Green Revolution.

Global warming has turned from a theory into a fact that almost no one questions any more. Thinking about the environment has changed, from negative to positive. No more Sysiphean chasing after polluters with nothing more in mind than castigation. It is time to stress the economic injury they will suffer unless they change, and naturally, the economic value they will reap when they do change their ways.

A change is taking place throughout the world around us. Green companies are receiving substantial premiums for their new practices. Consumers refuse to be fooled by so-called "green-wash" any more, a reference to reassuring promises.