Okay I’m not really sure if he recycles, but the point is that anyone and everyone is claiming to be green. Even the unlikely of companies in all industries; banks, airlines, fast food, clothing retailers, and construction equipment manufacturers. As funny as it sounds, the company that makes mining and deforestation machinery (CAT) actually has a letter from their CEO on the environment AND produces an annual sustainability report. Now I’m not saying that these particular companies are green-washing, but everyone has certainly gotten on the band-wagon.
Who’s going to stop these companies from telling these lies? How do we tell the good guys from the bad guys?
A colleague of mine describes how the tides are going to turn for these convenient tree-huggers and it begins with us [the consumer]. Pete goes on to reference on his blog a NY Times article on how companies have taken it too far and consumers/bloggers are the only regulators currently in place; “In a world of attentive consumers, and detail-focused bloggers, gaps between product claim and reality are easily exposed.” Coincidentally, he has a new book coming out about gaining credibility among consumers called “Satisfied Customers Tell Three People, Angry Customers Tell 3,000.” Sadly i’ve not received a copy 😦
In any case, I hope that as more and more bandwagon green-washers are exposed, fewer companies will be willing to stretch the truth and earning the badge of environmental honor will be a true achievement.