Double thinking - could counter effect thinking be better?

Companies are becoming more and more obsessed on how to make themselves look green. It's very frustrating because they are investing $$$ on producing reports and advertising saying how wonderful they are, but do not mind about their role/bargain power in high environmental value productive chains. Surprise! They are targeted by groups such as Greenpeace and suffer with punches on the stomach.

I agree that there are companies making sincere efforts to understand and to cope with environmental issues. It's not natural for them to incorporate these issues to their "lifes"and unfortunately it's not into their "DNA", let's say.

So now we are in a very special momentum: am I naïve or my generation is trying to create born-environmental-friendly companies?

- Recently a British electricity company announced that it has the lowest carbon emission amongst electricity companies there; this is because they are providing energy powered by nuclear source. So, the problem was moved elsewhere, right?

Companies try to diffuse bias messages about what they are doing, everywhere in the world. Last week ads of the brazilian oil company Petrobras (exalting its green profile and CSR practices) were banned, after another Greenpeace action.

So there are some watchdog NGOS trying to "correct the message" available to the wide public. But instead of betting on this harmful double thinking, I would appreciate if companies could at least count on counter effect thinking (at least they could avoid these incoherences).