How can we tell which companies are really green?

The article discusses so-called green companies and sustainable products and ways to judge the legitimacy of such monikers. It notes the public relations firm Futerra that restrains client firms from making overzealous green claims. Also noted are metrics being developed to quantify the carbon footprint and sustainability of products. The article mentions that guidance on quantifying greenhouse-gas emissions was released in Great Britain in October 2009. Questions reportedly remain, however, regarding how the guidance fits with other applicable regulations. Also noted are the Dow Jones Sustainability Index (DJSI) and the Carbon Disclosure Project (CDP).