Green is back in the news these days, in a big way. Consider the media's growing attention to global warming, the endless announcements of 'corporate responsibility' statements and policies, and the general promotion of all things good and green by businesses everywhere. But what if you probe beyond the 'green bark' with which corporate communications representatives have covered themselves? There you may find a different story. So how can companies make sure that their environmental endeavors go beyond public relations and marketing hype?
And how can they avoid embarrassing (and costly) revelations of not-so-green behavior that damage the brand? Maybe the more appropriate question is, 'Just what shade of green should a company be in the first place?'