Green Wombat

There are days when it seems the current rage for all things green is about to jump the shark. Take today’s deal between two brands not often mentioned in the same breath:  MTV and Wal-Mart. The former voice of youth culture and the merchandiser to middle America are teaming up on a joint venture called Everyday Green. The initiative is "designed to promote sustainability and demonstrate to consumers how to work environmentally-friendly products into their lives," according to the announcement.  MTV’s New York City retail store has been turned into an eco exhibit where shoppers can ride a bike to power a wall of energy efficient light bulbs and learn about wasteful household appliances, recycling, etc.  Among the green products for sale alongside organic t-shirts and re-useable water bottles are LCD television sets. Hmmm. Now if they can just hook that bike up to the electricity-sucking TV…..For more on other companies jumping on the green bandwagon, check out Madison Avenue West, written by my Business 2.0 colleague Susanna Hamner.