Is Big Business Buying Out the Environmental Movement?

In the business world these days, it appears that just about everything is for sale. Multi-billion-dollar deals are commonplace, and even venerable institutions such as the Wall Street Journal find themselves put into play. Yet companies are not the only things being acquired. This may turn out to be the year that big business bought a substantial part of the environmental movement.

That's one way of interpreting the remarkable level of cooperation that is emerging between some prominent environmental groups and some of the world's largest corporations. What was once an arena of fierce antagonism has become a veritable love fest as companies profess to be going green and get lavishly honored for doing so. Earlier this year, for instance, the World Resources Institute gave one of its "Courage to Lead" awards to the chief executive of General Electric.

Every day seems to bring another announcement from a large corporation that it is taking steps to protect the planet. IBM, informally known as Big Blue, launched its Project Big Green to help customers slash their data center energy usage. Newmont Mining Co., the world's largest gold digger, endorsed a shareholder resolution calling for a review of its environmental impact.

Home Depot introduced an Eco Options label for thousands of green products. General Motors and oil major ConocoPhillips joined the list of corporate giants that have come out in support of a mandatory ceiling on greenhouse gas emissions. Bank of America said it would invest $20 billion in sustainable projects over the next decade.

Many of the new initiatives are being pursued in direct collaboration with environmental groups. Wal-Mart is working closely with Conservation International on its efforts to cut energy usage and switch to renewable sources of power. McDonald's has teamed up with Greenpeace to discourage deforestation caused by the growth of soybean farming in Brazil.

When buyout firms Texas Pacific Group and KKR were negotiating the takeover of utility company TXU earlier this year, they asked Environmental Defense to join the talks so that the deal, which ended up including a rollback of plans for 11 new coal-fired plants, could be assured a green seal of approval.

Observing this trend, Business Week detects "a remarkable evolution in the dynamic between corporate executives and activists. Once fractious and antagonistic, it has moved toward accommodation and even mutual dependence." The question is: who is accommodating whom? Are these developments a sign that environmental campaigns have prevailed and are setting the corporate agenda? Or have enviros been duped into endorsing what my be little more than a new wave of corporate greenwash?

An Epiphany About the Environment?

The first thing to keep in mind is that Corporate America's purported embrace of environmental principles is nothing new. Something very similar happened, for example, in early 1990 around the time of the 20th anniversary of Earth Day. Fortune announced then that "trend spotters and forward thinkers agree that the Nineties will be the Earth Decade and that environmentalism will be a movement of massive worldwide force." Business Week published a story titled "The Greening of Corporate America."

The magazines cited a slew of large companies that were said to be embarking on significant green initiatives, among them DuPont, General Electric, McDonald's, 3M, Union Carbide and Procter & Gamble. Corporations such as these put on their own Earth Tech environmental technology fair on the National Mall and endorsed Earth Day events and promotions.

A difference between then and now is that there was a lot more skepticism about Corporate America's claim of having had an epiphany about the environment. It was obvious to many that business was trying to undo the damage caused by environmental disasters such as Union Carbide's deadly Bhopal chemical leak, the Exxon Valdez oil spill in Alaska and the deterioration of the ozone layer. Activist groups charged that corporations were engaging in a bogus public relations effort which they branded "greenwash." Greenpeace staged a protest at DuPont's Earth Tech exhibit, leading to a number of arrests.