The general public in many countries throughout the world has become increa
singly cynical about the extent to which large companies have engaged in ge
nuine attempts to reduce their impact on the environment. As the century dr
aws to a close, stake holders are becoming even more demanding and are now
insisting that companies help lead society into a new more sustainable age.
How have companies responded to this challenge! To what extent is industry
's poor reputation warranted! And how far have companies gone in wrestling
with their environmental and social responsibilities! This article draws on
some quantitative research as well as statements made by business leaders
in assessing the extent to which genuine greening has taken hold within the
business community. Some tentative conclusions are also offered, suggestin
g that some significant progress has been made, but that even more signific
ant challenges remain for industry to grapple with.