While doing some research, I came across this scholarly journal article. Why Green Companies Should Go Clear Instead written by Bennett, Andrew, and Greg Welch.

Here are the key points:

Key points:

• Too many companies claim to be “Green”, but what does it really mean?
• It’s more important for companies to be clear and transparent and open about their business impurities.
• Consumers want companies to contribute to society and do more than just exist to make a profit
• It’s important for more than 6 out of 10 Americans surveyed to buy from companies who have the same values.
• Clear companies of tomorrow will need open communication and constant collaboration.
• Potential changing the future of packaging, Wal-mart is developing a global index to rate and label products based on their social and environmental impact.

As many companies claim to have “green” products, it’s more important for companies to work towards becoming “clear.” Looking forward, “clear” companies of tomorrow will have well defined and communicated goals. Authors Bennett and Welch conclude that a recent survey found that 74% of consumers believe that corporations are just as responsible as the government in driving positive social change. Companies can achieve this by being “clear.”

It’s important for companies to have Corporate Social Responsibility as part of their mission statement and values. CSR can range from sustainability to community involvement to promoting diversity in the workplace. In a survey conducted by Penn, Schloen and Berland of over 1000 online consumers, 75% say that a company’s social responsibility is an important factor in determining which product to purchase. Wal-mart’s global index rating will help consumers determine which product best correlates with their own values and will create a unique opportunity for companies to differentiate themselves. Going forward, companies that are able to become clear instead of just green will have a competitive advantage over others.