Haagen Daz is saving the bees, Windex now claims it has always been environmentally friendly, HSBC is helping small business to lessen their carbon footprint, Fiji water has a green blog http://blog.fijigreen.com/

The list goes on and on.

Is this just a jump-on-the-bandwagon flash-in-the-pan marketing phemomenon? Politically correct marketing masquerading as Social Responsibility?

What are your thoughts?