If they are taking reasonable steps to mitigate consumption and pollution then they should be able to clearly explain that to the public. The fact they won't suggests they aren't.

Just because people haven't cared about the environment before doesn't mean they shouldn't start now. And just because there are worse existing polluters doesn't mean we shouldn't resist new ones.

A new golf course used to be seen as a great thing to have in your back yard and now we know their pesticide use increases the risk of Parkinson's. People are waking up and caring more. We need to have a sustainable society, not a profit obsessed one.