Baden Bower/Courtesy of Baden Bower When a mid-sized technology startup approached Baden Bower last year with the claim that their forward-thinking green initiative was set to revolutionize the industry, CEO AJ Ignacio was aware they had a problem. The company's marketing materials touted its commitment to the environment, but the green program turned out to be mainly a switch to recycled paper in its offices, while the actual business continued to run energy-intensive cloud servers without any renewable energy sourcing.