“Green is green as in the color of money” – Brand director of General Electric, Brandweek, July 26, 2006

“Greenwashing” is the act of misleading the public regarding the environmental practices of a company or the environmental benefits of a product, service, or business line.  Due to the public’s increased awareness of environmental issues, including global warming, deforestation, and the loss of endangered species, greenwashing has become a staple of corporations marketing efforts.  All of the companies in this article have made some effort to address these concerns.  Some of them appear to be trying harder than others, and even a few of them have made legitimate efforts to become responsible corporate stewards of the environment.  Evidenced by the support of environmental groups and corporate responsibility professionals, many of these companies’ green initiatives have made a positive impact.

A majority of America’s largest companies have become part of the “green” movement. Some have fleets of hybrid trucks. Others install solar panels on their large buildings to consume energy more cost effectively with less of an impact on the environment.  Many give generously to environmental non-profit organizations.

The irony of the “green” movement of US companies is that many of the firms that spend the most money and public relations effort trying to show the government, the public, and their shareholders that they are trying to improve the environment are also among the most prolific polluters in the country.  Pollution does not mean that the companies are doing anything illegal.  Instead, it simply refers to natural consequence of the companies’ industrial efforts which result in contamination to the air, soil or water by the discharge of substances that are toxic to the environment.

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