Is going green the best for PR?

Updated Links of Interest: The Impact of 'Green' on the loyalty scheme, Starbucks to Promote Climate Change Flick and How to Avoid Green Marketing Myopia

Let me preface this post, by saying this is not written with political agenda. Yes, for those who know me, I will not deny I picketed in front of Burger King for days because hamburgers were served in Styrofoam. I was disturbed and greatly moved by Sesame Street after watching a segment about the world being overcome by piles of waste. At ten, I sat in a tree for a week promoting earth friendliness to passing cars. I went into hysteria at eleven when my science teacher told us the sun was going to explode and I cried for generations of people I could not fathom. I understand this is a passionate topic.

Is PR counseling companies to harness the raw passion of environmentalists for corporate goodwill leverage? Everywhere you turn another company is going green. I am getting a bit green around the gills thinking about all the time and effort of placement and wondering if these efforts truly mean anything to the target audience. Just another cycled trend.

1to1 Media states in a recent article: "Going green means backing up the message with action". Haven't we been preaching transparency? Going to jump on the bandwagon now? Please share resources of success of global green campaigns.

adj.  green·er, green·est

1. Of the color green.
2. Abounding in or covered with green growth or foliage: the green woods.
3. Made with green or leafy vegetables: a green salad.
4. Characterized by mild or temperate weather: a green climate.
5. Youthful; vigorous: at the green age of 18.
6. Not mature or ripe; young: green tomatoes.
7. Brand-new; fresh.
8. Not yet fully processed, especially:
   1. Not aged: green wood.
   2. Not cured or tanned: green pelts.
   3. Lacking sophistication or worldly experience; naive.
   4. Easily duped or deceived; gullible.
   5. Beneficial to the environment: green recycling policies.
   6. Favoring or supporting environmentalism: green legislators who strengthened pollution controls.
9. Lacking training or experience. See Synonyms at young.
10. Having a sickly or unhealthy pallor indicative of nausea or jealousy, for example.
11. 1. Beneficial to the environment: green recycling policies.
    2. Favoring or supporting environmentalism: green legislators who strengthened pollution controls.