GE’s Ecomagination Turns 10: How a Brand Can Be a Driver for Change

By Alexander Haldemann

It’s been ten years since the launch of General Electric’s multi-billion dollar green brand initiative, Ecomagination. A decade ago, GE was considered to be one of the worst polluters in the world — an environmental dinosaur from the industrial revolution. In green circles GE’s name was tarnished, conjuring images of greenhouse gases and toxic waste sites. It seemed no one would forget their notorious polluting of the Hudson River with toxic chemicals for almost three decades after WWII.