WalMart, SC Johnson and many other corporate juggernauts are building brand campaigns around their green-ness. Which, they are also trying to equate with social responsibility. Why not? It’s the “it” thing to be doing. It taps into the demand for natural, sustainable business practices and products. However, the untold stories behind these campaigns often paint a picture of stark contradiction. From unethical treatment of employees to products made from toxic chemicals, these companies don’t seem to understand that social responsibility is really an all or nothing effort. Because, if it’s not, you end up with a bifurcated brand that erodes over time due to a lack of clarity of purpose and credibility.

Let’s just all agree that corporate social responsibility is something you do rather than something you say. And, if you do say it, you better be doing it–from front office to back, and production to sales. Now, more than ever, consumers are going to call you out if don’t, because corporate social responsibility means more than green, it means integrity and ethics.

There are plenty of companies that don’t understand this, but what brands do you think do and are walking their talk of social responsibility?

–Jen Travis