I like the term “hand-picked hypocrisy” (apologies to G -Love).
Its a noble cause, which ever of the battles you might pick, whether ridding the world of toxic non-recyclable overmolds, or discarded Tesla batteries.
And on a more meta-jaded level, whatever you can sell as being an environmentally better or energy-efficient solution will net you personally the most benefit (see Fuseproject Juno C1 for one example).