Sustainability is all the rage - in words, at any rate. It appears with increasing frequency in political speeches, recommendations of inter-national organizations, pledges of business leaders, and in the advertising of many products. All of this has led many to believe that the word is overused to the point of “burnout,” along with the apparent disconnect between commitments made and actions taken. But a closer look reveals that the concept is taken very seriously by the successful companies examined in this book, one for each letter of the alphabet: Alce Nero, Berlucchi, Chiesi, Davines, Enel, Florim, Granarolo, Huma-na People to People, Inglesina, Jointly, Kartell, Lago, Melinda, NATIVA, Olivetti, Patagonia, Quantis, Rossi & Lanerossi, Sofidel, Toyota, Uni-pol, Video Systems, WAMI, xFarm, Yamamay, Zordan. Their stories are undeniable proof that, despite the organizational and financial challenges, choosing sustainability is a long-term reward that requires everyone - from policymakers to businesses, from the media to consumers - to change the grammar of their behavior and speak a language fit for the challenges of the 21st century.