Is the "Going Green" movement for real?

If there’s a hotter trend right now in the corporate world than environmental sustainability, we have no idea what it is. Everybody is Going Green, and everybody is trying to show that they’re greener than the next guy. IABC’s member publication, Communication World, just devoted an entire issue to the topic … which has to put it up there on the communication Mount Rushmore, right next to engagement and social media as the things communicators are talking about right now. You know it’s a hot trend because the consultants have arrived on the scene. They’re out there now, pitching green solutions and other sage advice (pun intended) for how to get green, stay green and communicate your greenness to the world.