The September issue of Fast Company features a cover story about a “controversial” consulting gig for green activist Adam Werbach – with the retailing giant Wal-Mart (http://www.fastcompany.com/magazine/118/working-with-the-enemy.html).

The story reinforces the continued animosity between activists and corporate America as many companies are embracing sustainability as part of the modern green revolution. What’s most surprising in this story are the reinforced stereotypes that companies like Wal-Mart are somehow disingenuous and marketing sustainability as a way to deflect other legacy issues.

The reality is that consumers demand the products they buy reflect a new eco-conscience and shareholders now understand the business case for sustainability. Once simply a desire to do the right thing, today sustainability is a business imperative. Companies like Wal-Mart have the opportunity to democratize sustainability and activists need to join with their efforts rather than resist them. Environmental activists should be lauded for their passion and commitment to environmental stewardship, which has roots long before businesses committed to becoming change agents. The same activists that are attacking business efforts would benefit from partnering with them and accepting that corporate brands play a unique and vital role in the effort to preserve our planet.

With companies of all sizes in various industries seeking to aggressively promote and extend their green programs, NGOs and activists are critical allies. This will only happen when both parties find a common voice.

- Matt Henson, senior vice president, Green practice, GH New York