Credibility in the Marketplace

Where in the world of black and white (& green) does grey fit in?
Many companies are beginning to see the market potential of the new, earth conscious consumer. Some are making sure they look right by offering some “green” products in their line up of goods and services. How should a consumer feel if 5% of company x’s offerings are sustainable products but the other 95% don’t apply. Should this be perceived as a step in the right direction or hypocrisy? How can one judge whether or not the company plans to increase the green percentage or wants to cash in on an eager market?  I’m all for entrepreneurs and larger corporations working to make money on the road to lessening their footprint if it is indeed the case. This new economy could drive the positive changes. Perhaps we should rate these companies by their overall performance and not certain products. I also understand that because this is a new market, a group can’t simply overhaul their product line in the face of global warming. Someone might someday create a rating system along the lines of LEED or ISO to standardize the criteria and level the playing field.  I want to know what I’m buying and who I’m buying from.

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