Quietly Going Green

It seems like everyone is going "green" these days. Each day we're bombarded with new information about recycling, global warming, renewable energy sources and other ways to save our planet. The word "green" has become so significant, in fact, that Corporate America has designed multi-million dollar advertising campaigns to emphasize ways in which our nation's largest companies are adopting green practices. Everywhere we turn, we're reminded that "green is good", right?

According to a recent article I read in BusinessWeek magazine (June 22, 2009 edition), not all companies benefit from jumping on the green train. In fact, Nike is one of them. The article mentions that Nike's customers buy shoes which make them feel fast, slick and hip--not eco-friendly. And while you'd think this would give Nike the perfect excuse not to take environmentally-friendly business measures--that's absolutely not the case! Nike continues to innovate with green solutions, which includes using recyclable materials in their new Air Jordan.

I applaud Nike's green efforts--especially in light of the fact that doing so won't directly pad its bottom line. Know of any other companies that are "quietly going green"?