Until recently, “Going Green” in corporate America meant one of two things: either a company listened to the Jiminy Cricket of its environmental conscience and accepted less than stellar returns on the investment or it had a CMO (that’s Chief Marketing Officer) interested in looking at the business through green colored glasses and spinning a feel-good “green” marketing campaign.

I’m sure both of these situations still ring true in many cases today; however, while a “green” marketing campaign does not a green company make, revenues, profits, and ROI are now soaring for many of the green, and in many cases, “greener” (not necessarily “green”) companies.