Advertisers are great at convincing people to buy things—they get paid for it, after all. So how can we trust a company when it markets itself as “green” or “conscious” or “good?” If only there was some kind of standard or certification, like organic food or fair-trade coffee, to help us know when a business is genuinely trying to make a difference. While an industry-wide corporate certification has yet to manifest, companies can walk their talk by joining B Corporation. So go see if your business would qualify, or if your favorite conscious corporations have already joined—and look to see elephant join the ranks in the next few months, if we can find enough change in our ecouch.
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