Wal-Mart goes green

The mega-chain is undergoing an extreme enviro makeover. Even Al Gore is on board. But will Wal-Mart keep its promises?

By Amanda Griscom Little

Read more: Opinion, Walmart

Photo: AP/ Barry Batchelor/PA

Former US vice-president Al Gore.

July 21, 2006 | Picture Al Gore standing in a modest auditorium deep in America's heartland before an exultant crowd of Wal-Mart employees, comparing their campaign to lighten the company's environmental footprint to the Allies' righteous struggle in World War II. This after Rev. Jim Ball, head of the Evangelical Environmental Network, likened the giant retailer's greening efforts to the work of Jesus Christ.

This strange scene unfolded last week in Bentonville, Ark. The occasion was an environmental strategy meeting of some 800 Wal-Mart execs, managers, suppliers and partners, where the heads of the corporation's various divisions -- from seafood and textiles to transportation and packaging -- outlined their respective green agendas.

The assembled employees did high-energy renditions of the Wal-Mart cheer, complete with fist-raising, grunting, and even a group wiggle. "Gimme a W! Gimme an A! Gimme an L! ... Whose Wal-Mart is it? Who's No. 1?" CEO H. Lee Scott pumped his team up further by calling Wal-Mart's newfound environmental focus a "higher purpose." There was also a rare appearance from company chair Rob Walton Jr. -- son of Wal-Mart's legendary founder and, as it happens, a member of Conservation International's board -- who beamed, "I love, love hearing the progress that is being made."

Mid-afternoon brought a screening of "An Inconvenient Truth"; more than a few audience members could be seen dabbing teary eyes as the documentary drew to a close. Then the entire crowd erupted into a standing ovation when the lights came back on and Gore trotted up to the stage, Tipper in tow.

"That's a larger round of applause than we gave for Wayne Newton!" joked Scott while introducing Gore, who, in turn, showered the audience with reciprocal cheer: "Doesn't it feel good to have this kind of [environmental] commitment? Don't you feel proud?"

Sporting a curiously thick Southern drawl, Gore heaped praise on Wal-Mart's green goal-setting. His Allies analogy was particularly striking: "Look at what [the Allies] did with their victory. They found after winning that they had gained the moral authority and vision to lift up from their knees our defeated adversaries ... And by taking this climate crisis on frontally and making this commitment, you will gain the moral authority and vision as an organization to take on many great challenges."

Keenly aware of his Arkansas audience's Christian inclinations, Gore peppered his hourlong commentary with religious references. He quoted Scripture, told a Bible story, and then offered a nonapologetic apology for the sermonizing: "I don't mean to proselytize here on my religious faith ... If you're an atheist or agnostic" -- dramatic pause -- "God bless you!"

Gore also waded into politics. He called the partisan bickering in Washington "pitiful, seriously pitiful," and mocked national leaders for "borrowing a ton of money from China to buy a ton of oil from Saudi Arabia to burn it in ways that destroy the inhabitability of the planet -- not a good pattern!" He also called for a radical overhaul of the American tax system: "We should sharply reduce payroll taxes and make it all up in CO2 taxes so the low- and middle-income people don't bear the cost burden of this big transition in energy sources."

His whole spiel sounded like a dry run for red-state campaigning in 2008. So it only made sense when, in bidding Gore adieu, Scott asked the big question: "Are you going to run for president?" Wild applause ensued, but Gore's response was predictably understated: "There's a lot about the political system that I think is really toxic ... [and] that I don't think I'm good at," he said. "I really believe that the highest and best use of my experience and skills may be to concentrate all-out on changing the minds of the American people about the [climate] crisis. That way, whoever does run for president faces an electorate that flat-out demands that they make this their priority."

The pairing up of Gore, this season's It Boy in Hollywood and other left-leaning circles, and Wal-Mart, the goliath retailer loved in red states and loathed in blue cities, seems bizarre on its face -- and couldn't have happened before this year. But now, with Gore trying to spread climate awareness beyond the choir and Scott trying to give Wal-Mart a high-profile green makeover, the match actually makes sense.

Last October, Scott pledged to transform his sprawling company, which employs 1.8 million people worldwide and ranks No. 2 on the Fortune 500 list, into a lean green machine powered exclusively by renewable energy, producing zero waste, and selling sustainable products. Those goals are so lofty they sound downright deluded, but Scott has followed them up with specific, seemingly achievable commitments and timetables. He aims, for example, to reduce greenhouse-gas emissions at Wal-Mart's existing stores and distribution centers 20 percent by 2012, and invest $500 million in environmental improvements each year.

Next page: Of course, Scott believes this green push will make Wal-Mart money