Bezalel — The fact is that the word “hechsher” has always been associated with kashrus, so calling their mark a “hechsher” is in some way redefining kashrus. Certainly many less knowledgeable Jews will assume that the hechsher involves kosher. Whether they are “trying” to do so or not I don’t know, but it seems to me they are.
I absolutely agree with your point that they are trying to repackage western values as Jewish values. In fact there already exist numerous types of certification in the non-Jewish world dealing with these types of issues (the “fair trade” label for example). Why do they need to call this a “hechsher” and promote it as davka a Jewish issue?