The trolling of corporate America

Tom Lyon believes that Corporate America’s delicate political landscape is affecting companies’ green claims.

In a recent piece for Fortune, Lyon points out that companies are often rewarded for socially conscious efforts but pull back on them when they begin affecting the bottom line.

““Shallow commitments get companies in trouble,” Lyon says. “People will try to hold them to it – and they get caught in the middle, and just kind of buffeted around.””

Lyon recommends that going forward, companies need to “either set themselves stronger, clearer rules on when and how to engage – or to pull way back on the vocal corporate activism.” Although this may mean halting progress on diversity and sustainability, it would hopefully mean more consistent messaging from brands, and less greenwashing.