In this week's podcast - available at www.prweek.com/uk - Schwarz says: 'We help make brands, celebrities and campaigns famous - so why don't young PROs trying to make their name make social issues famous? If we can make a trainer or a T-shirt cool, why can't we make a social issue cool?'
As well as making the effort in the office - whether by printing on double-sided paper, walking to meetings or taking documents to meetings using USB ports - Schwarz believes the entire industry should lead the way on environmental issues.
He supports The Green Thing (www.dothegreenthing. com), a recently launched not-for-profit organisation aimed at encouraging people in marketing, advertising and PR to do their bit for the environment.
Schwarz says: 'If younger PROs embrace this they can make a difference.'
Take a look at Schwarz's Viewpoint on prweek.com/uk.