Moral Quandry of Greenwashing

March 5, 2008 at 12:44 am 1 comment

 Posted by Nick, US MD

For the past few months, I’ve been watching organizations like Clorox push out green initiatives that seem brilliant on one hand, and contrived on the other. For organizations like Bright Green Talent, these initiatives present a moral quandry: do we work with companies who may not have the greenest of intentions in mind (not to say that Clorox doesn’t), or stay within our comfort zone and work with like-minded organizations.

Personally, I’ve decided to push Bright Green Talent’s US operation towards the former for two reasons. First, even if an organization doesn’t have the greenest of intentions at the outset, helping them launch green initiatives should expose them to the benefits of going green in the long run. If that logic holds true and these initiatives do turn out be successful, then the organization will likely come around and we’ll have affected positive change. Second, and perhaps more importantly, there’s a risk to the larger green movement that if organizations don’t start to move towards green service and product offerings, the momentum will stagnate and the world will be worse for wear. In that case, the moral quandry tips towards a moral imperative. Globally, we need to encourage not only organizations, but people and their governments to take calculated risks towards a greener society. It’s a double edged sword, and we may well get cut once or twice, but we’re committed and quite tough, and believe the best course of action is the greenest one. Stated simply, take the high road.


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1 Comment Add your own

  • 1. Lilly Evans  |  March 5, 2008 at 4:29 pm

    As someone with extensive experience in organisational change within large companies, I fully support your decision to go for those who show willingness to move in the right direction. In doing so, you will be able to position people who have commitment and desire to effect new ways of thinking and doing in an environment that seems to be ready to consider such possibilities – even if at present they are not clear what this might entail.

    In addition, may I suggest that providing such placings offers Bright Green an opportunity for development of a new service line – and I would be happy to speak to you and your colleagues on what I see as a real possibility here.


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