11. Eco-Engineering: The Grass Is Always Greener
Yes, the title of this chapter has a dual meaning. Among senior executives at global corporations, eco-engineering is already seen as a strategic imperative—even though the practice of eco-engineering is not yet clearly understood by engineers. At the same time, many companies feel constant pressure to prove that their “green” initiatives are greener than their competitors’, leading to an upward spiral in greenwashing.
The net result is confusion. It can be difficult for engineers, executives, and consumers to distinguish between an environmentally responsible project and a plain old-fashioned ...
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