With the vast fortunes spent by large multinationals on PR "think tanks", benevolent sounding "foundations" and advertising spin doctors (with the express purpose of sanitizing their projects/products) it's little wonder we find ourselves out in the wilderness regarding who can be trusted. At the level of lobbied multinational interests public sentiment is critical for political potency. Too much outrage can sabotage the slickest corporate outfit. Consent must be manufactured at all costs.
With this in mind I would like to suggest a method that may be useful. Use this (admittedly) cynical translator, which aims to translate corporate lingo and catchphrases into plain English but assuming the worst. This provides a scale of two extremes. Look at the stated goal VS my worst case translated scenario, then look at the organisation in question and decide for yourself where their interests lie, and somewhere in between you will likely get a sense of where they are truly pitched.