GREEN BUSINESS VIEWS

Everyone loves a trend, and the invisible force that draws others to follow a trend is amazing and sometimes unfortunate.  In fact, there seems seldom that a lot of thought goes into any trend.  They seem to evolve out of needs that can be rational or irrational.  So, while we’ve all seen trends come and trends go, we know that the merits of a trend may be highly suspect.

Many have voiced their opinion that Green is a trend, and that this too will pass!  Well, what will pass is the trendy forms of Green that were more pretense than profound.   Businesses now come in numerous shades of Green, and there are many who are adopting the Green mantra to gain popular acceptance.  Trend-driven Green is ephemeral and tentative thinking only to participate in the popularity of the moment though not convinced that it will last.

It is easy to fake being Green, or to support the cause with overt enthusiasm but covert disdain.  There is a shade of Green for everyone, and most of them are not as true as they should be.   Families and businesses may follow a trendy Green, but not adopt an authentic form of Green practices that endures beyond any trend.  In a world of hype, there are those who are still looking for the real thing.

So, what is an authentic Green?  It is first a purposeful commitment rather than an imposing concept that came by another’s opinion.  The changes that produce a Green business become a lifestyle rather than just another marketing tool.

I contend that Green, like other credentials, needs a standard for performance and audited certification.  It has been said that “If you can measure it, you can’t prove it.”  Therefore, most of these unmeasured and varied forms of Green are more trend than fact, more hype than reality, and more promise than delivery.

Every Green business needs to be certified by an audit against a clear standard.   This is what makes the Green Business League program so valuable.  Nearly every Green claim is made by self-assertion or by virtue of a logo bought from a website.  There is no organization that has a national army of trained Certified Green Consultants beside the Green Business League.  These trained professionals operate as guides and verifiers for a certifiable Green business.  With this system, Green is not a trend.  It is a real commitment by any serious company.  Those seeking Green certification are encouraged to contact the Green Business League for a professional audit and certification.

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