Dach and Wootliff have found a way to promote their green agenda and get corporations to pay for it. Because lacking the skills and tools for doing battle with activist groups, corporations are too often looking for an easy way out. It seems that Edelman and other public relations firms provide the easy way out. The reality is, however, that it is also a costly way out costly to the future of the company and costly to consumers. In other words, Greenpeace, the Rainforest Action Network, and Friends of the Earth are out there to accomplish specific things, such as saving whales, saving forests, etc.
Companies frequently suffer from short-term thinking.
They want the public relations problem to go away today, or the protests to stop tomorrow. The cost of withdrawing a product or instituting new business practices is a price they are willing to pay. They do not understand that it is extortion money and that extortion, once successful, never ends. Once a company capitulates to activists, other groups see blood in the water and launch another attack. Or, the activists become your business partner.