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W&C Blog  
Trowel Talk: The “Green-Washing” of America
by William E. Rogers ACP
June 17, 2009

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You can’t swing a dead cat without hitting a product touting itself as “green” these days.

Before the President and Congress appropriate a stimulus package that offered up a lot of “green” backs for “green” jobs, that utilize using “green” technology; we never used the term “green” except for Saint Patrick’s Day when the rest of the world thinks they’re Irish.

Now don’t get me wrong, I am all for anything that gets our folks back to work, but I am concerned that the world may be looking so hard at the money offered for a green solution, we may find ourselves disappointed by a few con-artists just out to make a quick buck. The more research I do on the subject, the more I hear the term “green-washed” thrown around to refer to a product or practice that just seems a little off-color.

We’ve got one chance to fix this economy, so let’s do it right with legitimate products and services; and let’s all beware of those who wish to jump on the money with false claims and products that have been marketed as green in name only.


William E. Rogers ACP
William Rogers is the executive director of the Plasterers and Cement Masons Job Corps Training Program, a national training opportunity for America’s disadvantaged youth, sponsored by a partnership between AWCI, OPCMIA and the U.S. Dept. of Labor.

  Comments (3)Post a Comment
Title: The "Green-Washing" of America


I find the "green" movement quiet interesting and at the same time "fanatical". You have pointed out the slimes and cons that can easily take advantage of the situation. However there are some god people in this "movement" as well that do not care about government hand outs.

Ruler #1 of "green" should be better, self sufficient, inventive, reliable, calculated growth for profitability and expansion, most of all if it is "green" there should not be a need for "FREE" government money!!!!!!! That is a burden to all taxpayers.


Title: Green Washing


I agree with a lot of what Les said and would just add the word "sustainable". The free money aspect is fine if it for legitamate products than can help our economy and country.


Title: Charlatans in Greening


The Charlatans will one day head the words they speak and reap the fruits of their falsehood.
The matter is really a matter of making those things that are considered "Green" to become mainstream. Building Code is ever changing and growing more and more efficient in its focus. Car standards are improving.
The function of the term "green" is to call out the changes that businesses are making in their services and products. It is because the "green" ones are still fewer than the non-"green" ones. Eventually, the balance will turn and "green" will become the expectation.. then we will have to talk about how things used to be. What color will that be?

Ultimately, this is the marketeer's responsibility to tell an accurate story. But as the great Seth Godin states "All Marketers are Liars" http://sethgodin.typepad.com/all_marketers_are_liars/


Great question Bill!
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