The Slow But Sure Greening Of Disney's Magical Kingdom

When you hear the name Disney, what's the first thing that comes to mind -- Cartoons? Princesses?? The magical kingdom?  $7.00 hotdogs? Mouse ears? Mortgaging your house to pay for tickets to enter the theme park?!?!

Perhaps all of the above, and yet when Walt Disney set out to create his dream amusement park in the mid 1950s, it would seem that money wasn't at the top of his list of priorities -- family happiness was.

His grand opening speech stated that,"Disneyland is dedicated to the ideals, the dreams and the hard facts that have created America...with the hope that it will be a source of joy and inspiration to all the world."

What it's turned into some 50+ years after Disney's passing is a factory of tourism and hefty profits, which is why I'm happy to report that there are a few charitable and selfless things that the company is launching.

First, here's a gentle reminder to all community members that beginning this January (2010), Disney is rolling out the red carpet for all people committed to volunteerism by offering one free entrance ticket to each individual who can prove that they've donated their time to a worthy cause.

While that is certainly a pleasant surprise, I am even more delighted to share with everyone the news that The Walt Disney Company has invested $7 million in forest conservation projects in an attempt to temper global warming concerns. Now they've REALLY captured my attention -- how about you?

Specifically:

a) $4 million is being given to The Reduce Emissions from Deforestation and Forest Degradation project (REDD)

b) $2 million dollars is being given to a Nature Conservancy reforestation project in the Lower Mississippi Valley

c) $1 million is being earmarked for The Conservation Fund's sustainable forestry work along California's North Coast.

Clearly, the Reduce Emissions from Deforestation and Forest Degradation project (REDD) is benefitting the most with Disney's most generous $4 million gift.

To really comprehend what they do, it helps to digest this explanation offered by Wikipedia: "REDD mechanisms use market/financial incentives to reduce the emission of greenhouse gases from deforestation and forest degradation. While initially excluded from the land use, land-use change and forestry sector within the UNFCCC Clean Development Mechanism, it is suspected to be part of the successor to the Kyoto Protocol. REDD credits offer the opportunity to utilise funding from developed countries to reduce deforestation in developing countries."

Essentially, nations that preserve forests are rewarded by REDD with carbon credits that can then be sold for cash, providing lucrative financial incentive to do the right thing.

As we have seen time and time again (not just with corporations but as a mere fact of human nature), it is essential to dangle a carrot from a stick to motivate people and entities to make positive changes that impact the planet.

Considering that profits at Disney, the world's largest media company, declined 26 percent for its 2009 fiscal third quarter (as reported by the New York Times), I am one greenie who is sufficiently impressed that they are dispersing their funds in a more generous and forward-thinking manner.

In the past, I would have shunned the idea of channeling my hard earned money in what I perceived to be their already stuffed-beyond-capacity coffers, but now, I definitely have a green change of heart.

Do their latest actions affect your perception of Disney and willingness to spend money on their products, goods and services?

Are there any other efforts you know of that Disney is taking to green up their operations?