Companies and organziations are increasingly feeling the pressure to be green. Those that are seen as green are taking it upon themselves to flaunt their environemental credentials. This is supported by Matt Franks, director at Eco Incentives who reported in an interview with Marketing magazine that environmental considerations are part of every decision a brand manager makes in order to show case their green credentials.

Woolworth, Australia's largest supermarket chain is marketing their tissue and paper products as environmentally responsible. Woolworth's is using a "Sustainable Forest Fibre" logo on its premium home brand "Select" range of tissue and paper products and claims they are "from a certified environmentally managed company that is environmentally, socially and economically responsible".

In the past few months, the big IT companies have come out with major environmentally focused announcements: Yahoo launched it's Yahoo!Green, Apple began promoting its green practices and Hewlett-Packard launched it's climate initiative. Now, it's IBM's turn.

IBM just announced that it would invest $1 billion a year to make data centers greener. 

Large organizational change has always been difficult to implement however, by understanding the psychology of change management, corporations stand a better change in implementing the change successfully.

To implement change in an organzation, you must remember that you are not only asking people to change how they behave at work but also how they think about work. This change in mind-set is sometimes the only way to improve a company's performance.