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‘Eco-generosity’ To Make Waves In 2009

green.jpgTrendwatching.com says that in 2009, corporations will do more to get in touch with Generation-G (for generosity), consumers disgusted with greed and its current consequences for the economy and who long for institutions that care. One of the generosity-related trends that may make some waves this year is Eco-generosity.

“Expect companies who are serious about Generation-G and the environment to quickly move from merely neutralizing and offsetting their undesirable eco-effects to actually boosting the environment by going the extra mile.”

Some of Trendwatching.com’s examples include British firm Novacem, which has developed a new formulation for cement production. The firm promises to negate the 0.4 tones of emissions created by one ton of standard cement production, but to also absorb 0.6 tones of CO2 in the same amount of cement.

Green car service, Ecoigo says it is aiming to be carbon positive. The company says it will offset double the emissions from every trip as well as the energy consumed by its office.

Despite being named as one of the “Greenwash Brigade” of 2008, Fiji Water says it will offset its total carbon footprint by 120 percent.

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