In 2004, Joan Bavaria from the United Stated was awarded the prize. She was considered a pioneer for sustainable business and conscious investment. Founder of Trillium Asset Management in 1982, and Ceres, the nonprofit organization for sustainability leadership, she advocated
social and environmental responsibility in the financial world. Bavaria inspired, not the least, major American corporations to more significant consideration of the environment.
The City of Göteborg International Environment Prize for 2004, SEK 1 million, has been jointly awarded to Joan Bavaria, USA, and Tessa Tennant, UK, for their pioneering efforts in the strategic future forum “sustainable investment,” the purpose of which is to promote socially, environmentally and economically responsible investing. Both dynamic women– by building public opinion and their own investment companies and funds with this focus – have contributed to an increasing number of businesses adopting more sustainable development. Therefore, they can also inspire us in Göteborg and West Sweden to steer development towards long-term, sustainable investments in the broadest sense of the word.