Sustainability is added in the account and on the minds of accumulated accommodation makers – and it applies not alone to a company’s pv inverter products, but to its absolute manufacturing, accumulation and administration chain. And barter and shareholders wish advance that their investment is acknowledging environmentally affable behavior and practices – or, conceivably added importantly, that it isn’t acknowledging annihilative ones. Help is accessible for companies absent to ‘go green’. The accumulated sustainability account area offers abetment with accretion activity pv inverter efficiency, implementing acceptable accretion and acknowledging with legislation. In a contempo REW affection (see Vol. 14, No. 6, pages 47-50) we explored the acceleration of the ‘energy executive’ aural absolute organisations: new roles accepting created for sustainability managers, engineers and investment professionals in acknowledgment to a growing acquaintance that – no amount how ‘green’ its online writing – every aspect of the way a aggregation functions may eventually appear beneath scrutiny. The role of the sustainability controlling includes both inward-facing and outward-facing responsibilities. It can be acute not alone to apparatus acceptable business practices – to ‘be green’ – but aswell to let the accessible apperceive that you’ve done so – to ‘be apparent to be green’. In abounding cases this is alone a amount of accepting the actual advice into the calmly of barter and shareholders, but in some cases a company’s admiration to be apparent to be blooming has resulted in accusations of the alarming ‘greenwash’. The term, modelled on the earlier ‘whitewash’ (meaning to appearance over or camouflage scandal), is authentic by Greenpeace as ‘the act of ambiguous consumers apropos the ecology practices of a aggregation or the ecology allowances of a artefact or service’. And greenwash is a media issue. For example, from 2007-2010 UK bi-weekly The Guardian abundantly ran a alternation of online writing on greenwash, for which it arrive readers to email examples of ‘exaggeration, cool claims or absolute lies that big business makes about its blooming credentials’. From the oil and gas and biologic industries to politicians, municipalities and civic governments, no one was safe. The EU was the final article to be tarred with the newspaper’s greenwash brush, in a 2010 adventure on its accomplishing of an eco-label in the anatomy of a flower, advised to announce environmentally affable products. The Guardian appear that two of these EU-labelled products, both accepted brands of archetype paper, were in fact fabricated in allotment from copse lurid logged from a rapidly dematerialization Indonesian rainforest. But We’re Already Green! Renewable activity companies ability anticipate they accept beneath to anguish about than added industries in agreement of greenwash: afterwards all, if the base of your business is blooming energy, you’re already way advanced in your blooming credentials. However, there accept been cases such as PV console architect Jinko Solar’s 2011 abeyance of operations afterwards bounded protesters alleged absorption to top numbers of asleep angle in a beck abreast one of its factories. In a televised interview, Jinko Solar said that rainstorms had acquired containers of solid decay absolute fluoride to discharge over into the brook. The aggregation apologised and briefly abeyant operations while acclimation the problem, but the irony of a renewable activity aggregation causing ecology accident was not absent on the all-embracing media. When Viking Energy, an SSE subsidiary, proposed architecture a 550 MW wind acreage in 2009 on the Shetlands’ capital island as allotment of the UK’s plan to accommodated EU 2020 emissions targets, The Guardian acicular out that the proposed site, amid on 187 km2 of peat bog, was a accustomed carbon athenaeum that, if abashed on a ample scale, could absolution added than 5000 tonnes per hectare of CO2 into the air, essentially offsetting any carbon abridgement represented by the wind farm. Peat slides are a accepted accident in addled areas, consistent in the blaze of ample amounts of peat, and the architecture of roads, arising areas and the turbines themselves could calmly could cause such slides, according to ecology experts consulted by the newspaper. Viking Energy’s own ecology assessment, however, declared that the accident of peat slides was ‘zero’. Due to this abrogating media advantage Viking Energy’s efforts to appoint the bounded association with the activity were broadly beheld as greenwash. Although the activity assuredly accustomed planning permission in April, the association has formed a attack group, Acceptable Shetland, that has vowed to ‘fight on’ adjoin development of the wind farm. In the bioenergy sector, accessible beef over the ecology appulse of biofuel assembly and its addition to the common aliment crisis about batty the US industry in 2011. And all-around biofuel producers, abnormally Malaysian and Indonesian approach oil producers, accept been adamant by letters of mass-scale rainforest abolition in adjustment to accomplish allowance for oil approach plantations. The Malaysian government has been criticised for its about-face of added than 1 actor hectares of backwoods acreage into oil approach plantations; critics say this threatens to actualize abundant carbon emissions to account the carbon reductions represented by the use of decay from approach oil assembly in renewable activity projects (and by the government’s own carbon abridgement programme). The Malaysian Approach Oil Council’s alternation of television advertisements, with the tagline ‘Sustainably Produced Since 1917’, was broadly accursed as greenwash.