It's the new rock and roll. It's the new black. Sustainability is trendy, and not just among hipsters and pop stars. The uncool chemical sector helped pioneer it, and today, companies inside and outside the sector have embraced it. But what have they embraced? Surely not the Brundtland definition of meeting "the needs of the present without compromising the ability of future generations to meet their own needs." Sustainability describes a change in the chemical industry's approach to the external world: to regulators, to greens, to neighbors, to investors and to the general public. Displacing...