Raging deforestation, degradation of the soil, sea and atmosphere and rising greenhouse gas emissions. With current concerns over the environment and future of the planet, it seems every business under the sun is doing their utmost to jump on the green bandwagon and convince us of their sound ecological credentials.

Along with this, all sorts of consum-er products are advertised with buzz words like “ethically traded”, and “carbon neutral”. Magazines from The Ecologist to The Observer wax lyrical about how we can all be greener and do our bit to save the planet. The implication here seems to be that if we all buy the “right” products, recycle our rubbish and take a few steps to cut down on our energy emissions then, hey presto!, the planet will be magically saved.