Disasters like the 2500 deaths at Union Carbide's Bhopal plant in 1984 and the pollution from the Exxon Valdez in 1988 saw corporate reputations plummet in an increasingly ecological world. A 1994 study by Stephen Erfle and Michael Frantantuono concludes that the most profitable companies also rank highest on a number of social issues including environmental protection. Concern for the environment must not be empty words. It must be backed up by a genuine concern from every employee, open communications about environmental problems with people inside and outside the organization, the capacity to listen, and positive action. Every organization should have a clearly drafted environmental policy which is supported by top management, measured and regularly audited. It should aim to integrate environmental questions about products, information and process into everyday decisions. Creative solutions must be found to environmental problems, for example, through Edward de Bono's lateral thinking which strives to find different ways of solving problems.