I kind of dickishly pointed out in a comment on Diana's post that the company she works for pushing for paperless stuff is a matter of cost before saving a tree. And while that's true, I think I was letting go of the more important issue.
Not only does it not matter what the intentions are, profiteering is ultimately the thing that will drive the most tree hugging, more than any other thing. There's a guy in Indiana making a shit-ton of money because he started making solar powered roof exhaust fans. He can make them cheap, and builders like them because they require no wiring and they give the occupants touchy feely green feelings. Everybody wins.
Many will argue that greed around existing energy infrastructure is what has been holding us back, but the ironic twist in our future is that greed, or if you prefer, the embracing of economic opportunity, is what will get us to a better place with regards to our environment.
This is absolutely true. Retail giant Wal-Mart is the prime example. Because of their enormity, they can leverage their volume in energy consumption and purchasing power to positively impact both their bottom line and a benefit to the environment. Minute Maid delivers direct; their Hamburger Helper has straight noodles instead of curly to reduce packaging volume; in the next few years nearly 40 of their stores and warehouses will be equipped with solar projects that will supply nearly 30 percent of their electricity needs.
We're watching the whole "sustainable business" thing closely. Unlike other mandated and voluntary initiatives through the years -- health and wellness programs, diversity and inclusion, or "family friendly workplaces" -- the "economic opportunity" of "greening up" through reduced materials costs and energy use is precisely the hook. Now if some of these big companies would just wake up and realize they need "Chief Energy Officers" and call us to find them...