Last Wednesday, November 14, was a big day for Eurostar. Not only did it open its St Pancras International terminus, it also made all Eurostar journeys carbon neutral at no extra cost to its passengers. Both Friends of the Earth and Greenpeace - who can spot the merest splash of greenwash - have applauded Eurostar for the eco-friendly changes it has made throughout its business, as well as for how it is communicating them.
Through being transparent and truthful, Eurostar avoided accusations of "greenwash", a practice which receives an arresting definition in a new book, John Grant's The Green Marketing Manifesto. In it the co-founder of St Luke's advertising agency writes: "You can't put a lettuce in the window of a butcher's shop and declare that you are now 'turning vegetarian'."
Greenpeace UK's post about Eurostar .