With billions of dollars being hurled at the concept of green jobs in the United States and around the world, it is very easy for unscrupulous manufacturers and their allies to attempt to convince the public that a particular product or service is green, either good for the environment or benign when compared against its rivals.This type of deception is known as green washing. Needless to say, I despise it.
What’s to be done, however? After all, this blog has a monthly readership in excess of 1,000,000 people but even that is not enough to stem the tidal wave of green washing which crashes upon the shore of consumer households every day. The environmental community needs allies. What constitutes a good ally, though?
The Good Housekeeping Seal of Approval is a logical fit. After all, it has existed for roughly a century and seldom steered people wrong. Skeptics may ask why a conventional magazine is so good a choice. For starters, the magazine has a circulation of 25,000,000 – a huge number. Better still, though, the Santa Barbara, Calif.-based environmental consultancy firm Brown & Wilmanns Environmental has been tapped to develop the underlying green criteria after the Good Housekeeping Research Institute can add the green rider to products which it already has granted the Seal of Approval.
At first glance, this initiative may seem a bit of a stretch but I find it fabulous. While not the ultimate solution, the greening of the Good Housekeeping Seal of Approval is a vital step in the right direction and I am happy to commend this fine publication to all of my readers, including you.
Fomenting the Triple Bottom Line
Corbett Kroehler
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