> I've seen actual astroturfing that sounds more pragmatic than this!

Its a meaningless seal for a vague commitment to being "green". There are very low expectations here.

Any improvement is good. And framing everything as needing to be green just forces the hand of every other company.

I could care less what this seal means these companies are doing. But even a commitment to be more green that is ignored is better than no commitment and no action. At best, this creates a cohort of companies committed to and acting in global best interests, and at worst, it moves the overton window more so every other company is expected to be more green postured, which will eventually lead to more political and social expectations.

Is that cynical and pragmatic enough ? :)