Green wash

The flip side to the positive energy that comes out of investing time and money into greening a company is the possibility, and the reality of some companies that talk more than act, of being accused of green washing.  Here is an interesting piece from Treehugger: 

On Friday we reported that 98% of Green Labeled Products are Actually Greenwashed, Accused Dell of Green Bait and Switch, and wondered if the word "sustainable" was over. Really, can we trust business when it comes to their statements about sustainability and green?

Do You Trust Corporations When They Talk Green and Sustainable?

No, they have shown again and again that it is just another marketing gimmick.Yes, the "invisible hand" will smite them if they lie to the customer.Maybe, if you study it carefully and there is valid third party verification.Other (in comments)

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Polldaddy.com

Here's the link if you want to go vote and see some results:  ttp://www.treehugger.com/files/2009/04/survey-trust-corporations.php.

We'd like your comments.  We'd also like to do a show exploring the issue.  Contact us if you are an expert, have strong opinions or can suggest the best way to cover this interesting subject.

From a business side of green, it is easy to imagine all the good will, and possible new business, draining away if you lose credibility on your claims of sustainability and eco improvements.  A positive can turn negative very quickly, more quickly than ever with consumer skepticism growing.  All of a sudden, an asset erodes into a liability.  Dicey business.

Let us know what you think.