Greenwashing is essentially the term that's used in the ENGO sector. It's the fear of corporations, who may be viewed or perceived by the public as being the cause of some environmental degradation or who are not doing their part. So the corporation will partner with an ENGO to increase their profile and their reputation, without that being a true engagement and a true commitment to changing practices or having an open mind to what they can truly contribute.
From our end, part of what we do is to ensure that all of the partnerships we engage in are mutually beneficial. Further to what Mike was saying about the volunteer piece, we really engage them at all levels of the organization. We want to see dirty fingernails and rubber boots on the employees, because it's the employees that speak to management.