IT may seem quaint to recall this now, but on the eve of the financial crisis, one of the biggest business stories was how large corporations were going to save the planet and make billions of dollars for their shareholders at the same time.
USA Today wrote glowingly about Wal-Mart’s push to sell environmentally friendly light bulbs. Fortune gushed that Goldman Sachs, Continental Airlines and DuPont had jumped on the ecological bandwagon.
The global economic collapse pushed the rise of green capitalism off business magazine covers, but it will surely resurface. After all, Wal-Mart and G.E. are still pushing it. In a recession, they need all the good publicity they can get.
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