Joel Makower draws attention to General Electric’s new commitment to “ecoimagination,” or specific sustainable development initiatives. At first, one might jump to skeptical conclusions, assuming that this giant of less than clean products and services may be engaging in a little high-level greenwashing, but Joel lays out the case as to why GE’s move is different from those “feel-good” TV ads we’ve seen so often lately. Joel also notes that he’s been working with GE on this development, which adds quite a bit of credibility to the effort. I do still have a problem with the idea that nuclear power and clean coal are legitimate efforts on behalf of sustainability, but I’m quite impressed with not only the initiative itself, but the details of the initiative that demonstrate this is not just another PR campaign.

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