Evolutionary arm races in our daily lives

‘Arm race’ stand for  a pattern of competitive acquisition of military capability between two or more countries. 
The term is also used in evolutionary biology, preceded by the word ‘evolutionary’ to describe the struggle between competing sets of co-evolving genes, traits, or species, that develop adaptations and counter-adaptations against each other, that resembles this competitive arms race.

To make it simple, very simple (so if you are an ecologist reading this , pardon the simplicity of terms , and if you are not , try to understand that I am going to elucidate a concept rather than explain a theory in and out), a prey, with time,  may learn and evolve to avoid the predator attack. If this was the case and the prey became very good at avoiding all of the attacks, the predator may starve and eventually go extinct. This would cause a big unbalance as would eventually lead to a single species world with the species eventually bringing itself to collapse because it cannot sustain itself . 
So nature came out with a smart escamotage: the prey still becomes smarter and learn ways to escape the predator but the predator becomes even smarter and still finds a way of capturing the prey. 
This happens both in predator - prey interactions but also in competition situations.
The point here is that nature will find its balance. 

But this continuous evolution is not only a thing of nature. If you think about it, it seem to be happening all around us in our daily lives Maybe having studied the natural one makes me see it. Maybe everyone else sees it - but it’s not something that is massively spoken about . So I hope that I will open your eyes to this and hope to spark some meaningful discussions. 
What if there is a big power that , like nature , doesn’t really like to lose its equilibrium ? 
Yes I am talking about economy . 
As people awareness rises so it’s companies ability to put on a different face . 
Sustainability is becoming something that people want and so , to keep on selling , companies put on the sustainable facade. They may use labels (with no real control on it) or say words like ‘natural ingredients’ (which per se has no meaning) , offset their emissions (yes , but how?)  or say they use green energy (is it really enough? And is really green?)

It took a long time for people to catch on with the idea that current state of affairs couldn’t be good. Are we going to react faster to the greenwashing? Or is it going to be a slow evolutionary arm race ? Or one that will end with people’s extinction ?