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For me, one of the highlights of Greenbuild 2012 in San Francisco was the faux show hosted by Mika Brzezinski and Joe Scarborough at the opening plenary. I was particularly struck by Biz Stone, the founder of Twitter, who came on stage and announced that “philanthropy is the new marketing.” He described a world in which a company would spend more money on philanthropy then they would on actually promoting the work that they did to further elevate their brand.