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"If a tree falls in the woods, and there's no one there to hear it, how will the Environmentalists react?" — Anonymous |
Can you save 78,000 trees a year and still protect your hands from your scalding hot coffee? Starbucks has been doing this since 2006 with their decision to use coffee cup sleeves made up of recycled paper. This is one of many examples of companies that are going "green."
Many companies, like Starbucks, are toting newly adopted images of social responsibility. Is caring for the environment a genuine concern for companies? Some would argue that they are only "greenwashing," one of the many emerging new terms relative to this type of "business strategy." This is defined by one professor of strategy as a dangerous method in which companies "trumpet efforts to produce healthier foods or more fuel-efficient vehicles, conserve energy and other resources in their operations, or otherwise make the world a better place," but reserve their motives as merely profitable endeavors.
It seems that this lucrative push by companies may be attributed to the many environmentally focused groups, which are making the push to "go green." Their influence is shifting our ideals with great impact. There are even websites (i.e. goinggreen.com, ourearth.org, thegreenguide.com, etc.) that promote the concept of conscientiously living an eco-friendly lifestyle.
Though the outcome may occasionally breed some environmental benefits, this strategic attitude hinders ethical visions of corporate transparency to be truly fostered.
