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Responsible Carbon Neutrality?

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Many people have recently been discussing carbon neutrality because so many companies are carbon washing themselves.

Joel Makower makes some good points about when one should be considered carbon neutral:

But beyond that is a bigger concern: that carbon neutrality could be seen as a cover-up for real action. As such, there would be a backlash against companies making carbon-neutral claims without having taken the appropriate precursory steps to maximize their energy efficiency and use the highest percentage possible of energy derived from clean, renewable resources.

I think we should distinguish between responsible carbon neutrality and irresponsible. I don't know where Wal-Mart would fit within this model if they use sustainable building practices (big if given their dependence on massive parking lots and such) and LED lighting. On the other hand, their entire business model is based on carbon-intensive long-distance transit.