Greener pastures?

Are entrepreneurs becoming increasingly eco-friendly?  One piece of anecdotal evidence suggests they are – or, at least, that their rhetoric is.   The word “eco-friendly” is all over today’s IPO by the Chinese company Lizhan Environmental Corp, which aims to sell “eco-friendly ‘Green Leather’ products procured from recycling leather waste.”

It’s the fourth IPO filing this year to march out the word “eco-friendly,” already surpassing last year’s total, not to mention the combined total from all years prior to 2009.  Whether this represents a burgeoning ecological consciousness, or mere greenwashing, is for others to decide.