The greening trend is experiencing a submovement that seems destined to become a supermovement -- a tightening corporate embrace of environmentalism. Despite the temptation to shout "Hey, where have you been? What kept you!? Just dropping by to swing a profit, are ya?!?" it's better to return the embrace. Sure, some of the companies may not be pure of heart. But without doubt, some have good intentions and a healthy profit urge. And these companies should be encouraged, because they have the money, the technical and organizational talent, and the profit hunger to bring about change at the necessary speed. Well-established environmental organizations like the Sierra Club and the Ocean Conservancy should get over any dyspepsia they may (understandably) be feeling about these well-heeled latecomers, and help them focus on the most urgent issues.
It will be interesting to see what political effect this embrace has in the long run. Completely despite the current administration's disdain for and ignorance of environmental issues, the green movement has made its way through the (left-leaning?) mainstream media, and from there down somewhat into the previously apathetic non-bark-chewing spending public. Big businesses (their senses made more acute, perhaps, by the mainstream media firms they hire for PR and advertising) are sniffing green profits -- and now we're seeing more and more unaccustomed alliances between people in gray suits and people in Birkenstocks. Insofar as the political left and the green movement are linked philosophically (it's not a given, but it's the way to bet), it won't be all that surprising to see the Halliburtons of the world crossing the road to join the love-in. In all probability, the very last people to get solidly aboard thise movement will be the politicians. For more on this, see Preachers Preaching, Choirs Screeching, and Lions Lying Down With Lambs.
We'll plan to do regular Good Corp / Bad Corp reports to keep track of companies that are taking the right steps -- and those that are standing in the way.