I was honored to participate in an event with one of our clients that (with the help of CRI) utilized recycled milk jugs to produce picnic tables. These tables were than donated to non profits for use in their organizations. It was a great project all around, companies donated time, money and products. It involved volunteering, donation of recycled goods (for multiple great causes) and was all around a great use of resources. I don't claim to have completed in-depth research on the company(s) that we worked with and all the ins and outs of their business dealings throughout the last 5 years but I know that they did a great thing and it was an amazing event! I expected them to get a great deal of recognition, and they did, but not all in the form that I think they deserved. I understand that at times people (and companies) have hidden motives. I understand that sometimes people have more "extreme" views and want to see companies do more (understandable) but why criticize positive steps that companies make. I also understand you don't punish a good deed with extreme (unwarranted) criticism.
I've blogged before that no one is environmentally perfect (at least no person that I know). At one time in life I'd be willing to bet that someone has thrown away a plastic bottle, used a Styrofoam cup, or ripped through a roll of paper towels. The reality is that most of us have done a number of these things (and may still continue to do so). The goal of our company and those looking for positive change is to make little adjustments, one step at a time. After making one sound environmental choice the next one is easier and clearer. It's taken years for us to get to a point of having a "disposable" mindset it'll take even more to get back. It would be the best if everyone could just stop, but that's not realistic. Small changes everyday will lead to a huge impact in weeks, months and years. Positive changes and efforts need praise.
It's so easy to blame the faceless company and make "industry" the bad guy but just because a company makes a product in a (fully recyclable) plastic container doesn't mean they've done anything wrong. Yes, I understand that only a portion of all plastic bottles used are recycled; whose fault is that? The person who makes the choice to throw away that plastic container instead of recycling it is the one that everyone should be angry with.