This year at the Emmy awards, both presenters and stars are treated like royalty in many ways. All who attend receive gifts from various companies, which is called “swag.” Swag is a great way to help push a companies wares to the celebrities for endorsement. If a star loves a particular product like diamond jewelry or a certain brand of electronics, they may be inclined to endorse the product and since we are so star-obsessed, these endorsements equate to millions of dollars for these companies.

This year in particular, the companies seem to have gone a bit “green” with the treatment this year offering many environmentally friendly services and the company Hearts on Fire Diamonds are even providing celebrities with environmentally friendly eco-bags to carry out their green goodies. There is even a lounge referred to as the Main Event “Green” Emmy Lounge where stars can get spa services utilizing the latest and greatest of organic beauty products.

These efforts may seem a little trendy themselves, but the media coverage that these efforts will receive will help the cause and possibly affect the way we think about consumption and the Earth’s natural beauty. The stars are vilified for their bad behavior, but, in turn, should be glorified for the things that they do to help society. No matter of the effort is great or small, every little bit counts.