Let's look at my life as an example. I'm not extremely environmentally conscious. I recycle right now, because the building I live in has made it just as convenient as taking out the garbage. I walk, bike and use public transportation because it's cheaper and easier than owning a car in the city. I prefer to buy fruits and vegetables from the Green City Market because of the shopping experience, and because the produce may be healthier than what's purchased at the grocery store. Oh, and I reuse plastic bags from Target in my bathroom trash can because they're free. Am I 'Green'?
What about the couple who builds their home using only renewable, or recycled materials harvested within a 100 mile radius of the building site? They live completely off the grid using only wind, or solar generated electricity. Their water comes from harvested rain water and they recycle and reuse their grey water and sewage. They have spent a ton of money to live in such a way that has the least environmental impact as possible. Are they the same 'Green' as me?
Last year, I bought a pair of Simple Shoes. Their slogan "Shoes for a Happy Planet." Talk about warm fuzzies. Not only was I purchasing a pair of shoes I liked, I was also doing my part in creating a Happy Planet. Their website proudly claims "We Strive for 100% Sustainability" and then lists all of the recycled materials that are used in their shoes. Fantastic! But wait... there's a catch! Simple Shoes are manufactured in China. In addition to the lack of environmental reporting required by Chinese manufacturers, this means that every pair of Simple shoes bought in the U.S. has to be shipped here. If cargo ships are used, we're talking an exorbitant amount of fossil fuels being burned, pollution from exhaust and pollution from ballast and sewage disposal. Are they still 'Green'?
In contrast, there's New Balance. There are no claims to being 100% sustainable. I don't get any warm fuzzies about saving the planet when I buy a pair. Instead, I go to their website and find a tiny link to 'Environmental Initiatives.' They have clearly outlined their commitment to using 'Environmentally Preferred Materials' and have documented their environmental efforts in manufacturing. 25% of their products are manufactured within the United States. Are they less 'Green' than Simple Shoes, or more?
Lastly, let's take a quick look at Chicago. Chicago has spent a lot of money to be more 'Green.' There are plantings and parks everywhere. These are not only aesthetically pleasing, but they clean the air and reduce the urban heat island effect. However, they also require a lot of irrigation and chemicals to keep them looking good. And then there's Millenium Park. A beautiful open space with Cloud Gate, Pritzker Pavilion and the Serpentine Bridge. All of these structures are highly reflective, in fact the Serpentine Bridge reflects so much heat that they've had difficulty keeping the plants around it alive. How's that for contributing to the Urban Heat Island? Is Chicago 'Green'?
What does it mean to be 'Green'? There is obviously no standard applied to the 'Green' label. So next time you hear someone say that someone or something is 'Green', maybe you should ask, "What shade?"
