Green Giants

In the era when more Americans began to take environmentalism and conscientious consumption seriously, companies have often sought to reinvent their image in that same vein, in an effort to retain environmentally progressive consumers. The papers of this panel take three diverse perspectives on the turn toward more environmentally aware business practices since the 1970s. Gavin Benke looks at the Institute for the Future’s consulting work for Monsanto as the chemical company considered recasting itself as a steward of corporate social responsibility in light of its declining reputation in the 1970s. Benke illustrates the tension between Monsanto’s efforts to appear more sensitive to environmental concerns and their efforts to mitigate the effects of environmental regulations. Andrew Busch looks at George Mitchell, President of Mitchell Energy Company, and his quest to build an environmentally-friendly suburban New Town in an attempt to bolster Houston’s high tech sector and reduce its reliance on energy for economic growth. While the venture was successful as both a green real estate development and as a magnet for high tech, the process also reveals how environmentally damaging practices like fracking help to fund green forms of growth and non-industrial businesses. Bart Elmore’s paper thinks about the possible reinvention of business history practices in light of his discussion with executives from Bayer after the publication of his book, Seed Money. For Elmore, this unique interaction between scholar and executives offers the chance to contemplate the role of business historians in wider society, as activists, consultants, and scholars.