In an undeniable rush, corporate giants are jumping on the "green" bandwagon: Wal-mart, Ford, Dow, General Electric, British Petroleum, Chevron, DuPont, to name only a few. "There's a tendency to put a green smiley face on everything," says Joel Makower, author of The Green Consumer. And smiley faces are rearing their heads all over the place. "We use our waste CO2 to grow flowers," claims a Shell Oil ad. Right ... But the concept isn't new. In 1999, "greenwash" was added to the Oxford English Dictionary, where it is defined as: "Disinformation disseminated by an organization so as to present …
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Anna Fahey is a senior communications strategist at Sightline Institute, a Seattle-based research and communications center working on sustainable solutions for the Pacific NW.
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