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Wal-Mart announced that it is rolling out “its most comprehensive environmental sustainability campaign, demonstrating it's serious about moving 'green' from costly dream to routine for its customers. The Earth Month merchandising and marketing campaign during the month of April, with national television advertising breaking today, highlights eco-friendly products available at budget-friendly prices. The moves tap into the growing influence of environmental concerns on consumer shopping behavior.”

According to a statement released by the company, “more than 50 products spanning various aspects of sustainability including energy conservation, waste reduction, and organics will be featured on store shelves during the month of April. In addition, will offer more than 500 eco-friendly items, including apparel, baby products and home furnishings.”

"Wal-Mart is uniquely positioned to make sustainable choices a real option for hundreds of millions of Americans -- not just the few who until now could afford to choose them," said Matt Kistler, senior vice president of sustainability at Wal-Mart. "The environment and budgets will be top of mind for our shoppers throughout the month of April, and for those reasons, we are unveiling new product initiatives as well as offering seasonal favorites at unbeatable prices."

KC's View:
If Wal-Mart had decided to wait five years, it might have made the accountants and the stock analysts happier, because a number of them have complained that the company’s green movement has cost too much money with too little ROI. But it didn’t.

In my mind, that is leadership.