In the past, companies that made an effort to “go green” were considered newsworthy. How novel it was to see a company involved in sustainability initiatives. Today, it’s all but expected that a company would have at least some sort of sustainability programs. The conversation is no longer about who is going green, but how they are going green.

Some companies communicate the “how” better than others. I can’t tell you how annoyed I get when a letter from the president or a link to a sustainability report is the extent of a company’s corporate responsibility communications. More often than not it comes across as an afterthought, never genuine. Canon’s Generation Green initiative is a marked departure from that norm. The initiative is divided into three elements: Eco-Conscious, Eco-Standard, and Eco-Friendly. Each facet of Generation Green is clearly spelled out using beautiful watercolor graphics and a clean site layout that makes the information approachable and, more importantly, digestible. For all I know, Canon and its competitors do the exact same things, but Canon communicates their efforts better. Essentially, Eco-Conscious refers to green features of Canon products, including NatureStone, biodegradable stone packaging. Eco-Standards encompasses the measures taken to ensure that Canon products comply with industry standards and certifications. Lastly, Eco-Friendly outlines the efforts Canon has taken to establish recycling and refurbishing programs for its products. Although there is not as much available detail about each Generation Green program as you might find on yesterday’s eBay Green Team site, for example, there is a strong, cohesive foundation with room to grow.

I may be biased by my love of watercolor, but the Generation Green logo seems to be overshadowed by the website as a whole. The mark uses both the recycling arrow and leaf conventions. I’d like to recommend choosing one or the other, for fear of the logo seeming to cutesy and random.

Explanation of the Leaf of the Day.