I guess I just don't care for most of the "green washing" that I see from companies. Actually, I'm pretty dubious whenever a company slaps an "eco-friendly" label on their products. As Michael Pollan said in his book In Defense of Food, healthy foods like vegetables don't need to be labeled and marketed as healthy.
If you care about the impact of your gear and your backpacking in general, then do thinks like (a) bike to trail heads, (b) buy used gear, (c) fix broken gear, (d) don't wash your cloths after a hike or wash in cold water, etc.
There are pieces of gear that I've been using for almost 15 years. So, no, I'm not going to buy something slapped with the "Ego Gear" label, just because it allows a company to make things cheaper and sell them at the same price, while riding the Green Wave.