Building a Corporate Culture

So today at work I was discussing recycling with some of my colleagues. One of them informed me that she helped to create a recycling program for her entire university (Which happens to be located in Phoenix). It made me think. One individual can take the lead to create change and provide these services for an organization, but why should it take one hard working individual to make these things happen? Haven't we moved into a world where the option for recycling is almost expected? What can we do to help build a corporate culture so that companies take the initiative to invest in these programs?