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I understand why some people are skeptical about these movements because there is a real worry that they can be a front for powerful industrialist lobbies or highjacked by them to whitewash the parent companies and organisations. This has already happened to a great degree with the organic food movement where large corporations such as Coca Cola, Nestle and others have bought some of the greenest and most organic and ethical small companies which are now part of their portfolio.
That is not to say that the current movement is of great importance and must be supported but just to explain why some are cynical especially with the sudden rise of such movements.