Found this today through OTA memo.
"Consumer demand for more environmentally responsible products is growing. Once confined to a small market of environmentalists, consumers who choose green products over other options now represent 40 percent of the American market, according to Cone’s “Green Gap 2008 survey.”Although companies are paying it more attention, greenwash continues to grow. This is due largely to a growing demand for green-related products—and to the fact that the companies attempting to respond to that demand lack either the ability or the willingness to decipher and act on what is expected.
It takes time and diligence for companies to get the facts straight, not to mention committment. We're working at it.