by Xavier Grey

Created on: July 16, 2008   Last Updated: July 18, 2008

One has to question whether or not the current trend of alleged environmentally conscious companies are merely tapping into a market that is fast becoming more viable. With oil companies such as BP, Exxon Mobil, and Shell all making public displays of their investments in alternative energy sources by way of commercials that are pulling on our environmental strings, it's apparent that the pain we feel at the pump will soon transcend the arena of traditional fuel resources.

It is not the inception of new and innovative technologies that disturbs me. It is not the opportunity to leave less of a carbon footprint that I find distasteful. It is the realization that the same companies that have literally been holding the global economy over a barrel so effectively, for so long, are now widening their scope, and ultimately tightening their grasp. The record setting profits that are funding these research and development projects have come at a significant price to the average consumer. They portend to be acting on behalf of the environment, but it is painfully obvious that they are acting on behalf of their bottom line.

Big oil isn't the only industry capitalizing on this new trend; it seems apparent that being an environmentally conscious company denotes profit potential. The days of ridiculing and mocking "tree huggers" have subsided; their once unjustifiable paranoia has been proven justifiable, the free market certainly reflects that reality.

If an individual hopes to discern propaganda from true environmentalism, I would suggest the patronization of companies that were existent prior to the trend's popularity boost. Many businesses were promoting the green agenda long before it became profitable; these companies sacrificed their financial viability for the sake of the environment. Our loyalties as consumers who are environmentally conscious should lie with those who were at the forefront of the movement. Any preexisting business entity that has a track record for putting the habitat first is less likely to be on the list of bandwagon jumpers. Any portion of the new wave of companies that are marketing environmentally friendly products or services should be subjected to scrutiny. Many who profited from their contributions to the problem, now hope to profit from the effort to correct it.

I wouldn't suggest foregoing the well being of the environment for any reason, the list of companies that would, and have, is vast and far reaching. Do some research, seek out companies that have established a history of environmental awareness. If none can be found that predate the trend, and will meet the needs of the day, by all means, do what's best for the planet; but recognize the potential of corporations near and far to do only that which will ultimately please their shareholders, for that's where their loyalties truly lie.

Learn more about this author, Xavier Grey.
Click here to send this author comments or questions.