A business that pursues “sustainability” as conventionally understood becomes, in the media’s eye and in customer perception, a “green” company, absolved of doing anything else. Such firms don’t have to undertake the hard work of political activism that might actually drive down global emissions like political advocacy, use of public voice, testimony in Washington, noisy, uncomfortable coalition building and peer pressure, divestment, or public calling-out of bad behavior. Hell—they don’t even need to cut their emissions to be labeled a leader. They just need to aspire to it.