GREEN BUSINESS VIEWS

Greenwashing is in vogue, and most businesses find Green hype to be a convenient marketing tool.   The majority of businesses are so anxious to capture the positive public opinion as an environmentally-conscious company that they are willing to grasp at any option.  The reason that this is so prevalent is that there seems to be no true standard for the meaning of Green.  Without some standard for a Green operation, nearly anything will qualify for a Green pretense.

Perhaps one of the more laughable and sad offerings for Green certification are the Internet sites that offer a well-designed logo for a fee and an unreliable self-assessment form to be completed.  Could anything be more blatant and embarrassing when the public looks into the certification?  There is no criteria for these websites.  It seems that a chemical dumping company could pay the fee, complete the forms (while lying), and get the same logo found on your store or business.  Is having very low standards any better than having no standards?

The mindset that believes that a company can Go Green on its own merits is also missing the point.  Even the best company claiming to be Green is on the same ground as the company that is heavily greenwashed.  How does the public distinguish between two companies that are boasting of their Green qualities when one is lying and the other is trying?  They can’t, and the growing perception is that most Green claims are purely marketing ploys continues to grow.

There is a loyal following of people who will drive an extra mile and pay an extra dollar to patronize a Green business.  The number of people willing to frequent Green programs is growing.  That is because there is a maturing of the consumer, and they now know more about such subjects as greenwashing and how it works.  If they find that your company follows the same path of Green hype and false Green associations, it will cause a very unwelcome backlash.

There is frankly only one way to completely defeat any question of greenwashing.  Companies that are willing to comply with a standard of Green practices and go through a certification process by a true independent third party demonstrate a Green integrity that cannot be questioned.  Certification, however, does require honest environmental improvements, independent audits or those improvements, and an unbiased review of the progress for certification.  This is not found anywhere else than by such a program as with the Green Business League.

The Green Business League has more than 250 Certified Green Consultants nationwide who are able to assist, review, and certify any Green business that earns 100 points by properly installing basic Green practices into the daily operation.  Businesses need not own the building as required by a LEED certification.  Because the focus is on Green practices, businesses that rent, lease, or own can eventually earn their GBL Green Business Certification.  Yes, every business needs to be Green, and it seems inevitable that all businesses will join the effort.  Since this seems to be the right things to do, doesn’t it make sense to do it right?

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