The award was bestowed for SC Johnson's Greenlist, a method of rating product components on their environmental impact, with the goal of lessening that impact...Using a computer model, it [Greenlist] rates all raw materials - tens of thousands of them - on their potential environmental harm. The company then tries to incorporate better materials into its products. According to leaders of some key environmental organizations, the Greenlist approach may spread to other companies. Moreover, that approach can increase profitability.