100% For the Planet

How do you react when you see a label that says something like "1% For the Planet"? I mean it's great that they are making an effort, and 1% is infinitely more than 0% — but 1%, is that supposed to impress us? We are talking profit here, and that means the other 99% is going into the owners pockets (or to be fair it might get reinvested in the company.) 1% percent is a nice token gesture for sure, but how about seeing some labels that say "100% for the Planet"? Or really I'd prefer "100% for the World", something about being "for the planet" makes me think these companies care more about the environment than the people who are integrally connected to it...