In the past 5 years, green initiatives and sustainability projects haev taken fleet. Companies are being urged on by consumers and their new preferences to be socially responsible in order to sustain their brand image. In only two years, store shelves have amassed 73% more ‘greener’ products; however, TerraChoice suggests that an overwhelming majority of them are simply faking their way through the trends.
TerraChoice demonstrates in its annual report that businesses utilize wording in advertisements, develop a story behind their green movement, and make labels that connect sustainability with their products in order to attract consumer attention. The ‘greenwashing’ that business’ are embracing works itself into Milton Friedman’s view on social responsibility. He argues that the basic premise of business is to earn profits, and social responsibility is a tool used for acquiring it. In essence, consumers who want to ‘go green’ are driving the business world to ‘go greed’.
Or are they? Their efforts do threaten businesses that neglect the importance of going green. The CEOs of the Big 3 felt the heat from not doing so (or did they?) a few years back; after a bailout by the American government, they’ve made larger baby steps towards fuel efficient cars and developing technology. Ironically, midsize SUVs have shown the most growth in sales since last October, suggesting that we may not be as green as we think. Has Al Gore been shouting in vain for the last 5 years?