As waves of “green” technology continue to sweep through the country, companies across all disciplines have jumped on board to cash in. With global concerns about waste management, shifting climate patterns, and depleted natural resources, it’s no secret that we (society) have started to change our attitudes towards the environment. As more and more people consciously decide to live “green” and “eco-friendly” lifestyles, companies too have taken noticed and quickly changed their tune. Or have they?
Based on revised marketing campaigns, new mission statements and persuasively loaded slogans, one would easily conclude these companies have. Unfortunately the reality behind the numbers show that it’s often difficult for companies, especially startups, to fully adopt “green” principles within their business practice strategies which are often foreign and expensive. While it’s one thing to promote sustainability and encourage employees to adopt a green conscious, it’s far more difficult to revamp your business model and infuse green strategies and principals all across the board. Granted, in the long run, these steps will become necessary and hopefully commonplace within business practice, but it’s foolish to believe that every company out there with a “green stamp” is doing it. To false advertise your company’s commitment is wrong, but unfortunately a lot of business, both large and small, do it to capitalize on distracted consumers. The real question becomes how to tell the difference between the genuine from the fake?
Although there are a growing number of independent organizations and government agencies which now offer various forms of “green certification”, consumers are still on the hook to do their own research. From tracking down a company’s carbon footprint, to investigating the energy efficiency of the business’s day-to-day operations, in the age of information the responsibility falls just as much with the consumer as it does with the company. Everyone needs to do their part as the “green movement” ubiquitously threads our workplace and homes, creating more convenient opportunities for abuse and chicanery.