The Green Movement by Peggy Parks

By Peggy Parks

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In the Adirondacks, a mountain range in northern New York State, an estimated one-quarter of the 3,000 lakes and streams had become too acidic to support fish. Washington University atmospheric chemist Dan Jaffe, who grew up in the Boston area, noticed this at a young age and spent time talking with fishermen around New Since the England. “All these old-timers kept telling EPA repreme the lakes had been full of fish that were sented evnow gone,”36 says Jaffe. erything the To investigate this problem, Congress green movepassed the Acid Deposition Act in 1980, ment stood which called for the funding of a 10-year for, in many research program.

58 Room for Improvement Few would disagree that making changes on behalf of the environment is a good thing to do. But studies show that challenges often get in the way of going green, from businesses concerned about cost versus profitability to consumers being skeptical about whether green products are really green. As companies feel increasingly pressured to get greener, many are making claims that are misleading or downright deceptive, with consumers bearing the brunt of greenwashing. If these problems could be resolved so that green is always associated with better, everyone would benefit.

Com. Karnani is associate professor of strategy at the University of Michigan’s Stephen M. Ross School of Business. Karnani’s argument is based on two faulty premises. First, the reality is that Corporate Social Responsibility—properly planned and practiced—can and does drive profitability. Second, the reality is that with corporate sins and secrets spilling onto computer screens, empowering citizen activists, it is in a company’s selfinterest to consider the public interest. , August 27, 2010.

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