Market May Reward "Greenwashing" Over Green Results

By KC McKanna A growing number of people are interested in investing in companies that perform well environmentally as well as economically. Unfortunately, measuring environmental performance is not as straightforward as calculating a simple financial return on investment. Developing a yardstick for environmental performance is inherently fraught, forcing evaluators to reduce all of the complex dimensions of sustainability, greenhouse gas emissions, water consumption, biodiversity impacts and ot...