GreenOrder, Are they the source or the solution to "greenwashing"?

Did someone order Green?

Yesterday I noticed Green Order, Inc. stopped by my blog to track "NBC's green sweeps week." (via Joel's post)

Just like their name... "GreenOrder uses the value of sustainability to drive profitable growth. "

GreenOrder has played a key role in GE's ecomagination and other highly successful GREEN initiatives.

The question is: Are they the source or the solution to "greenwashing"?

For nearly over a decade I have help companies become "Lean and Green". And while that has resulted in these same companies achieving awards and recognition.... it was never the goal, just the result.

Promoting a "green" program before it has resulted in measurable, tangible or sustainable impacts is simple greenwashing.

Reducing, Recycling and Reusing resources to add corporate value and bottom line ROI is just "Lean and Green".

The key difference to know what side of the GREEN "GreenOrder", will be based on the long term sustainability and impact of these corporate programs.

Their clients have been some of the largest sources of environmental impact for decades and if GreenOrder succeeds in helping these company's actually reduce resources, energy consumption and environmental impact now and into the distant future... we all win.