It's Not Easy Being Green.

Aw, Kermit. If only we had known how right you were.

I've always been an advocate for the idea that small changes can make a big difference. I do not, however, appreciate it when the responsibility for a huge political and economic problem is passed along to the 'little guy'.

The influx of green products, and now the looming carbon tax, focus responsibility on the consumer to make better choices. That's all well and good, but Big Business needs to take their responsibility to make better, sustainable products more seriously- what need would we have for a carbon tax if there were more viable fuel alternatives, for example?

There certainly are viable alternatives to the way products are made and organizations operate - it's just easier for them to stick with the status quo. Change means work and, in my humble opinion, corporations are often much better at managing work than actually doing any.

Case in point, firms are able to sustain themselves quite well solely by doing it for them. IDEO, a design and innovation firm, published a joint report with Business for Social Responsibility, a nonprofit business association, entitled Aligned for Sustainable Design: An A-B-C-D Approach to Making Better Products this last week. The A-B-C-D framework serves as a guide for companies to Assess, Bridge, Create and Diffuse sustainable capabilities in their organizations. Perhaps breaking things down in Sesame simplicity such as this may make it obvious enough for Big Business to finally get the point.

The success of the Green category shows that people are more than happy to buy better. It's not their fault that things aren't made better, though time and again they are made to pay for it, literally and figuratively. Green would be a lot easier if the powers that be would stop selling it to us and actually buy into it themselves.

Carbon Tax - Good or Bad?

I think we all want to improve the way we treat the environment. How far will we go to ensure that we are doing all we can? On July 1st, BC will be adding an extra 2.4 cents per litre of gas at the pumps as part of introducing its new carbon tax. The carbon tax will also apply to virtually all fossil fuels, including gasoline, diesel, natural gas, coal, propane, and home heating fuel. This is an attempt to create a “greener budget for 2008” which would see consumers paying for their carbon use. Laura Jones, vice-president at the Canadian Federation of Independent Business stated that, "We know from our surveys that over 80 per cent of business owners are already taking action to get cleaner." By putting a price on carbon, people will theoretically use less, thus helping reduce the greenhouse gas emissions that are driving climate change. Is taxing people as a way to enforce more environmental choices an incentive to move us in the right direction or should we be left to making green choices on our own? I mean really, aren’t we taxed enough?

Greenwashing 101

As marketers, all we have is our reputation at the end of the day. Intentionally misleading consumers is a no-no, yet integrity in marketing is sometimes hard to come by. Case in point - the Green category that is currently exploding with new product entrants that are capitalizing on consumer demand.Now, while many of these companies are authentically “Green”, others are not, and it is important to equip yourself with the facts so that you know what to look for when buying Green products.

Terra Choice is a company that governs authenticity in Green claims by certifying Green products with the Eco-logo. Be sure to look for this logo when purchasing products.

The six sins of Greenwashing:
1. Sin of no proof
2. Sin of the hidden tradeoff
3. Sin of vagueness
4. Sin of irrelevance
5. Sin of the lesser of two evils
6. Sin of fibbing

Thanks to TerraChoice for keeping the industry honest!

Women are getting smart about what’s in their cosmetics

Aimee Racine, Account Manager
SWING

As women, we are constantly bombarded with different health care and makeup products that can "cover up this" and "anti-age that" but are they really safe? If it's approved by Health Canada or the FDA in the States then we assume that the product is ok. But after the revelation about the harmful hormone, Bisphenol A, surfaced with plastics (especially those that were in baby bottles) as consumers we have to be proactive and keep on top about what could be harmful to our health.

A site that is looking out for the consumer called, Skin Deep: Cosmetic Safety Database, run by a non-profit company, Environmental Working Group, who evaluate over 25,000 cosmetic and personal care products against 50 different toxicity and regulatory databases. They rate each product, which span from make-up to baby and pet products, out of 10; 10 being the highest toxicity.

As I read the information on the site, I was intrigued to find out so many common products that we all assume to be ok were in fact quite harmful to our health and/or the environment. So last night I went to the drug store and bought shampoo, Pantene Pro-V Texturize, and I was able to find that product evaluated on the site. Just so you know gals, this research tool is not just for ladies. In fact, Skin Deep was recommended to me by my boyfriend who was comparing sunscreens. Check it out to see how the products in your drawers shape up.

Creative campaigns find new ways to “go green”

Over the past few months, green initiatives have given birth to some very interesting campaigns and programs. The latest from Al Gore’s “non-profit, non-partisan effort,” Alliance for Climate Protection, brings political rivals Reverend Al Sharpton and Pat Robertson together for an unconventional public service message. The video, available at wecansolveit.org, features the unlikely pair urging viewers to work together in helping our planet.

The Green is Universal website from NBC Universal features programs and tips, as well as an extensive “Green Glossary” of related terms. The site provides a portal to its other company websites, including NBC. The network’s television prime time schedule has also adapted to the growing movement. Shows such as The Bionic Woman and Scrubs have tailored their storylines to promote green living.

Another notable program closer to home is Green Enterprise Toronto, a site dedicated to helping businesses and consumers “become greener” and “think locally.” Its site offers a directory of Toronto-based, environmentally-friendly businesses - featuring everything from health spas, landscapers, restaurants, and specialty stores geared to women.

Aside from local activism and consumer awareness, the green movement has motivated people to look at almost every aspect of their life and health from a different perspective. An article on CanadianLiving.com offers tips on “how to have a green baby”, including preparing organic diets, how to avoid everyday toxins, and making your own baby food.