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***For Immediate Release***

MEDIA ALERT

Change Is Critical: Expert To Challenge That Business And Industry Pay Too Little Attention To Long-term Innovation In Sustainability And The Environment

Who

Dr. Harry Atwater, Director of the Resnick Sustainability Institute and Howard Hughes Professor of Applied Physics at Caltech.

What

Caltech’s Resnick Sustainability Institute (http://resnick.caltech.edu/) will issue a challenge to all industry and business to encourage innovation for the long-term in Sustainability, Alternative Energy, and the Environment. The disclosure of winners of the first Resonate Award in recognition of their breakthrough innovations will serve to throw down the gauntlet.

Where

During the Fortune Brainstorm Green Conference at the Ritz Carlton in Laguna Niguel, California

When

Monday, May 19, 2014 at 4:15 pm. This will be followed by an invitation-only event to meet the winners and discuss the challenge. (Qualified press may request an invitation to attend the event.)

Why

Innovation in world-changing sustainability, alternative energy, and the environment is often overlooked – particularly by business, industry, and investors. Near-term evolutionary ideas are encouraged because they can impact profitability or address an immediate pain-point. But those ideas that are designed to solve the long term problems facing the planet are mostly passed over because they are hard and their impact may not be seen for decades. Further, while there are many awards for science in general, and for health and computer technology breakthroughs, there is little attention paid to honoring thought-leaders who are on the cusp of big ideas that could provide substantial hope for the future. Change is critical. For more information see http://resnick.caltech.edu/awards.php