This post over at Fast Company was sent to me by a colleague. It hit’s at the trendiness of green these days. I’ve been thinking about this issue myself, and I’ve decided to set my cynicism aside. Well for the most part. I think there are two players here. The first are folks that are actually doing something to make there products more environmentally friendly. That could me using renewable materials, building for easy disassembly or recycling, and any number of other things we all know can help to conserve resources. The second group are simply using “green” the same way they use “new and improved” or “now will less fat” blah blah.

Clearly, group two are pure evil and will someday find themselves in the same circle of hell with spammers, telemarketers and direct mailers.

But, I’m just going to think about first group. These are the folks that I’ve decided to be happy about. Why? Because whether these companies are making green products out of a genuine concern for the environment or not, they are still doing some good.

Is “Green” the New Organic?

Just like organic, someone obviously got the memo that green is the trend du jour. And many companies jumped on the bandwagon because green wasn’t just good business practice, but it made dollars and cents.But now that the buzz about green has reached a critical mass, the consumer no longer knows who’s green or what green even means? And that’s exactly the point I’m afraid. If no one knows what green is, then anyone and everyone can say they’re green and no one can tell the difference. And it’s oh-so-PC right now to say we’re green because who doesn’t want to breathe clean air and drink clean water and save the planet for their children. Even the most anti-green of businesses and politicians know that green is good for them.