Making News

(Aug. 15, 2007)

UNCOVERING THE TRUE MEANING OF GREEN

Green is the new black.

But, are today’s consumers experiencing “green” overload? Do we even remember the true denotation of “green?” 

The prevalence of environmentally-conscious marketing and the increasing interest in “green” products is encouraging some companies to formulate ambiguous and often times misleading claims about the environmental performance of their products. These companies, in fear of a potential decrease of market share and brand image, have jumped on the “green” bandwagon - promoting a pro-environmental image without sound basis

Due to the fear of “faking green,” federal agencies, and state governments have taken action and have produced regulations to promote legitimate eco-friendly products, services and design.

The early authority leader in the green movement was the U.S. Green Building Council - an organization consisting of prominent architects and designers. The organization created an eco-label known as the Leadership in Energy and Environmental Design (LEED): a green rating system that quickly became the principal influence on “green” product classifications.

Following suit, the Green Globes created an environmental assessment and rating system now used by the National Association of Home Builders (NAHB) and the American Chemistry Council (ACC) was founded in support of the construction of energy-efficient buildings that utilize resource conservation.

For anyone wanting to buy “green,” it’s best to check with one of these agencies to corroborate the product’s claims, service or design’s true benefits to Mother Nature.

After all, being environmentally-friendly is so popular that companies everywhere are trying to be labeled “green” even if they are producing products, services or designs that are actually harmful to the environment. Consumer and corporation due diligence to ensure accurate “green” labels is the best way to assist the real “green” movement.


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