Is corporate responsibility a mere marketing tool or is it sincere? The above photo is from Wrigley's Juicy Fruit. On its website it says: "We demand of ourselves high standards of ethical behavior." To make a product ‘greener’ is expensive and could push it from the market, the incentive for a corporation to go green is thus no part of the market. While many individuals pay lip service to green ideals, they are not willing to act accordingly, because as consumers they will feel it in their wallet.