The rise of corporate eco-activism makes a refreshing change from the usual 'campaigners versus corporation' dynamic, write Steffen Böhm & Annika Skoglund. And for companies that embark on this path - like Lush, Ecotricity and Interface - it can work out well for them and the environment. But heed the disastrous consequences for those, like BP, who said one thing, and did another.
