I think I’m suffering from writer’s cramp already. Or is it the overwhelming amount of information out there that I want to share with my readers and am having a hard time narrowing down to just one? Based on how this entry is shaping up, it must be the latter. The next few blog entries are going to break down the basic issues of sustainability affecting our everyday lifestyles in digestible, bite-size pieces.

What is green? And greenwashing? Why do I care? How does it affect you? The planet? Everything.

First let’s get the ugly right out in the open. Greenwashing: the best definition I found on the Internet that really pinpoints what greenwashing is came from LOHAS.com (Lifestyles of Health and Sustainability, aka my favorite new website). According to LOHAS, “greenwashing is a superficial nod to the environment that marketers and businesses that historically were not interested in sustainable concerns, are doing in order to improve their public relation standings with the consumer or public. Analogous to brainwashing.” Greenwashing can sometimes lead to positive outcomes in cases where companies decide to make a serious commitment to protecting, caring for or improving the environment - any amount of effort down this path only stands to make our Earth a better place. However, continuing to invest in destructive economic, social or environmental practices for the sheer yield of profits is not only detrimental to the planet, it is a business model that will eventually fail over time as natural resources are depleted.

The best example of greenwashing I have come across so far is this:

The Human Element. Beautiful, right? It’s a really touching message, and some great footage. In all seriousness. For DOW Chemical Company?! DOW makes just about everything. A quick glimpse of their product inventory includes:

• Agricultural and Food
• Automotive and Transportation
• Building & Construction
• Coatings and Adhesives
• Electronics and Appliances
• Fiber/Textiles, Footwear
• Flooring
• Furniture and Bedding
• Health & Medical
• Home and Personal Care
• Oil & Gas/ Chemical Processing
• Packaging & Films
• Water
• Wire & Cable

If that doesn’t cover every chemical industry in the world and every aspect of our lives, I don’t know what does. This is exactly what sustainability is all about. Everything we do on a daily basis is affected.

The EPA defines sustainability as “environmental protection [that] does not preclude economic development and that economic development must be ecologically viable now and in the long run. Common use of the term “sustainability” began with the 1987 publication of the World Commission on Environment and Development report, Our Common Future. Also known as the Brundtland Report, this document defined sustainable development as “development that meets the needs of the present without compromising the ability of future generations to meet their own needs.” This concept of sustainability encompasses ideas, aspirations and values that continue to inspire public and private organizations to become better stewards of the environment and that promote positive economic growth and social objectives. The principles of sustainability can stimulate technological innovation, advance competitiveness, and improve our quality of life.”

What have you done for yourself that also benefited the environment lately?

The next post will narrow down our focus a little bit and hone in on some simple ways to start thinking sustainably.