New exhibit with MTV promotes sustainability.(ENVIRONMENTAL UPDATE)(Wal-Mart Stores Inc. partnered with MTV Networks Inc. for a temporary eco-friendly promotion )

When Wal-Mart president and ceo Lee Scott declared the company's commitment to sustainability last fall cynics saw it as a publicity stunt to burnish the company's image.

The opening of environmental test stores, the introduction of new packaging specifications and the establishment of lofty goals have generated much favorable publicity for the company. Beyond the feel-good media attention, however, lay more significant long-term business benefits that give new meaning to the term sustainability. As Scott noted last fall and numerous occasions since then, Wal-Mart can do well by doing good.

Wal-Mart can also do well by letting younger consumers know about …