There is one problem, however, at least for alternative experiments of the American variety (and possibly some European as well), namely that we have no clear litmus test to determine which models are truly steady-state (non-expansionist) and which are business as usual hiding under “green wigs.” This latter trend is known as “greenwashing,” in which the language is hip and the bottom line remains profit. Thomas Friedman and Al Gore are major (and wealthy) players in this category, perpetuating the notion of “green corporations.” Other examples include a 2012 conference on “Sustainable Investing,” sponsored by Deepak Chopra, among others, which had as its slogans “Make Money and Make a Difference” and “Capitalism for a Democratic Society.” All of this is the attempt to have one’s cake and eat it too (or simply eat someone else’s cake); there is no real interest in disconnecting from growth, and it is growth that is the core of the problem. As Professor Magnuson tells us, while traveling around the U.S. to interview varous alternative businesses and experiments, he discovered that many of them were shams—capitalist wolves in green clothing.
