Aveda and Global Greengrants Fund
Lighting the way to corporate philanthropy
1 June 2008
Alliance magazine
It’s becoming more popular – and lucrative – for corporations to jump on the ‘fair trade’, ‘organic’ bandwagon, even if they ride on it only for a short while. As profit-driven jargon becomes more ubiquitous, it’s hard to recognize who is adopting new behaviours for the common good and who is riding the coat-tails of market whims. For a non-profit, the ability to distinguish between fact and facade is crucial.
