In today’s day and age, it can be a difficult task trying to decode a business’s underlying intentions when it comes to being “green”. To an average consumer, it seems that nearly every company wants to go-green these days. More and more companies are taking immediate action to reduce their carbon footprints. For example, one of the easist steps a business can take to reduce their environmental impact is to begin using electronic formats of invoices, quotas, etc. to reduce using excess paper. At the same time, “greenwashing” is arising as well.
While I support many companies that are environmentally cautious, I cannot help but to wonder what a CEO expects to gain from adopting an eco-friendly policy. Do CEOs adopt a green policy because they feel that it is their social responsibility to create a better world for the future generations? Or is their “green” efforts only a medium through which a company can capture a greater audience’s attention – in such case, a company’s “green” efforts are driven by another type of “green” – money.
Further Reading:
http://www.forbes.com/2010/04/21/branson-khosla-doerr-technology-green-billionaires.html
http://today.msnbc.msn.com/id/22882532/ns/today-today_home_and_garden/t/how-can-you-tell-if-its-really-green/#.UKphFqn3C2w