The recent focus on sustainability, green chemistry and the like has generated some level of agreement on the need for organizations to behave in a socially responsible manner. While `using' the term eco-friendly is a good marketing idea, the whole concept does not make sense if there are no standard minimum norms to be followed by the companies. This article identifies the necessity for a common framework to be applied to brandsa single global conscience.

This decade marks the beginning of green marketing and green PR in the US with car manufacturers, washing powder brands and even vodka brands initiating marketing claims to be eco-friendly. The recent focus towards sustainability, green chemistry and the like have generated some level of agreement on the need to behave in a socially responsible manner. Companies have started acknowledging the need for socially responsible products, and have started making changes in their processes, especially in the various stages of the supply chain.

At the sourcing level, global FMCG giant, Procter & Gamble has launched its Supplier Environmental Sustainability Scorecard, a tool to measure and improve the environmental footprint of its key suppliers. Computer major, IBM has also recently announced supply chain-related sustainability goals for its suppliers to initiate data management systems in three specific areas: Energy Use, Greenhouse Gas Emissions and Waste & Recycling.

Aiming to reduce its water usage and overall environmental footprint, auto manufacturer, Ford has joined the Carbon Disclosure Project's (CDP) Water Disclosure initiative—a project that has been established to include a water disclosure protocol for companies around the world and promote conservation and stewardship.

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