Prediction: 2009 will get "greenwashing" companies into hot water.
The danger in cause-related marketing is that it causes more harm to a company than good, especially when companies get involved in less than good faith.
And the slope gets slippery when the Sierra Club gets involved with Clorox.
Or when Dell claims it's carbon neutral.
The simple question for business is can we trust you?
The answer, so far, is no.