Generation Y's 'Green' Cred Takes Tumble

The millennial generation believes it's the great green hope for saving the environment. But when it comes to understanding the issues, it turns out the young ones aren't nearly as well informed as they think they are, and they're pretty darn impressionable.

I've spent a lot of time looking at corporate employers and all the things they are doing to appear eco-conscious to college and business-school grads who want to work for the good guys and believe a company's environmental credentials matter.

The trouble is, these kids rely a lot on how things seem, and they don't look very closely at how things are, which makes them way less effective than they could be as employees and consumers. ...