Greenwash or blueprint? Rio Tinto in Madagascar

This article contributes to the debate over the willingness, ability and si ncerity of transnational corporations (TNCs) to improve their environmental and social records. It draws on recent research conducted in southeast Mad agascar where Rio Tinto is currently assessing the possibilities of establi shing a large mining venture. By assessing the situation as it develops, it is hoped to highlight policy issues that will help allow the rhetoric of e nvironmental and social concern to be turned into reality The article explo res why TNCs seek to gain environmental and social legitimisation for their activities, who their efforts are aimed at, and how they attempt to gain s uch legitimisation. Both the positive aspects of this legitimisation proces s and areas of concern are presented before the policy implications are exa mined. The article concludes that the topical nature of the case study mean s the integrity of current efforts still remains to be seen, and significan t barriers, in particular nor recognising indigenous land rights, still nee d to be overcome before claims of 'greenwash' can truly be dismissed.