Use of environmental metaphors does not make a company environmentally friendly, green or sustainable. Yet they’ve been polluting corporate language since at least 1993, when consultant James F. Moore won a McKinsey Award for his 1993 article in Harvard Business Review, “Predators and Prey: A New Ecology of Competition.”
Since then, a whole industry has developed around the concept of “sustainable business.” Sustainable business practices have helped businesses become more efficient, but too often businesses expend more effort on talking than they do on acting.
Remember Enron? The company was talking green and fuzzy in a big way just before it imploded.
At the least, “sustainable” business practices can be beneficial, although the only way for a business to be truly sustainable is to unplug every machine and prevent employees from breathing.