When the consumer goods company Kimberly-Clark (parent of Kleenex and Huggies, among other brands) received ongoing pressure from Greenpeace activists to improve environmental policies and practices, the company shifted from an “ignore and endure” approach to one that was more proactive and progressive. Kimberly- Clark vice president Suhas Apte shares with moderator Alice Korngold how he worked with the company’s staff and board to develop the new policies. This case study was produced by Carnegie Council in cooperation with Giving Voice to Values.