In regards to “greenwashing” I think the more we become habituated to the policy that greener is better, the more we will be able understand how these policies do in fact contribute to a more environmentally friendly society. This might create a standard of market greening. Once the market has run out of new ways to green its products they’ll search for the next gimmick to entice the consumer.

Whether every action reducing our ecological footprint is good is complicated to assess. What may benefit one sector of the environment may have negative impacts on other sectors. For lack of a better example, if you consider a solar panel, it is a natural form of energy use, however you still have to find land space to build these solar panels in the first place which may alter the habitat they are built on. This may also contribute to the beleif that not everything can be made perfectly green.