Two more companies have fallen under the spell of what I call green mythology. As You Sow, an activist group based in Oakland, CA, known for holding the feet of shareholders of large corporations to the fire, just announced that consumer goods giant Unilever (London) has committed to making 100% of its packaging recyclable, reusable or compostable by 2025. And last month, furniture giant Ikea (Leiden, Netherlands) annonced that it would reduce its consumption of expanded polystyrene by 8,000 tons a year.

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