On a prematurely springlike day in Cincinnati, Len Sauers's workday begins as it often does -- with a meeting. On the 11th floor of Procter & Gamble's (P&G's) corporate offices, seven members of its Sustainability Leadership Council huddle around a table in a small conference room. The topic at hand is the company's commitment to develop $20 billion worth of "sustainable innovation products" in the next five years, a significant addition to P&G's current $76 billion in annual sales. What Sauers will discuss is Tide Coldwater. The product is concentrated so that packaging materials are reduced, and by not requiring hot water, it minimizes the consumption of energy during its use, thereby reducing carbon emissions. Sauers is trained as a toxicologist, but none of P&G's sustainability initiatives address what's arguably its most fundamental environmental challenge: "green chemistry," or finding ways to make products without chemicals that are hazardous to human health and the environment.