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New Rules Project

Walmart's Wearing of the Green

by: Sue Prent

Sun Mar 14, 2010 at 17:24:37 PM EDT

Just in time for St. Patrick's day, there's a new player in the marketing trend that has notorious corporate offenders energetically painting themselves green in order to entice the growth sector represented by environmentally concerned consumers. Walmart, it seems, wants its piece of the green pie.

This trend toward "green-washing," has already seen some real whoppers (like the oxymoronic "clean coal") floated out there in its opening salvos. The marketing concept is simple: if you get ahead of your PR problem and re-brand your product or business model to sound environmentally responsible, there is a good chance that this new image will be accepted and reinforced by consumers before naysayer's can force them to learn the awful truth. Then it's game over because the marketplace has a notoriously short attention span for the onerous details.

Is Walmart getting a pass from much of the environmental community who should be giving it's green claims greater scrutiny?

In a new blog-post Stacy Mitchell (The Big Box Swindle), Senior Researcher for the New Rules Project scolds environmental groups for failing to take a closer look at Walmart's recent attempts to green-up their corporate image:

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