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Green is the new word of the day. One can hear it on TV, read it in the newspaper and see it on their dish soap. There’s even a very good possibility that your government agencies, local, state and federal, are trying to become greener. But what exactly does “green” mean? The Middletown Thrall Library’s extensive online Going Green Coverage Guide defines going green as the “means to pursue knowledge and practices that can lead to more environmentally friendly and ecologically responsible decisions and lifestyles, which can help protect the environment and sustain its natural resources for current and future generations.” That definition seems clear enough. However, there are many variations on the green theme, such as sustainable cities, carbon credits and eco-building. Whatever flavor you like, recent market research suggests consumers are ready to go green in one form or another. This appears to be true for public-sector agencies as well. Charlottesville, North Carolina’s City Hall and Police Building Green Roof Project is one example. Sacramento Metropolitan Utility District’s online Our Green Community project is another. But, as with most good things, there is always a flip side. The popularity of going green can lead to greenwashing – false or misleading claims of environmentally sound practices or behaviors. In fact, one could argue that, in addition to the green market, there is a greenwash market. Greenpeace’s Stopgreenwash.org, American Public Media’s Greenwash Brigade, the Greenwash Guerrillas and YouTube’s Greenwash of the Week all work to expose organizations that practice greenwashing. Being a public agency does not grant immunity from greenwash accusations and might even make comments more caustic. Kristine Hansen’s article “Those About to Rock” in the online magazine Grist covered Cleveland, Ohio’s recent sustainability efforts. Some of the comments that readers posted to the article, however, were less than complimentary. Jim Nicolow of the Greenwash Brigade blogged about Las Vegas, Nevada’s new city center. Even Eugene, Oregon, touted by some as the #1 green city in the United States, has its detractors. Does this mean public agencies should stop their eco-projects? Of course not. There are shades of green, even within greenwashed groups. Dennis Markatos-Soriano of the Greenwash Brigade counters the negative comments about Las Vegas’ new center, “Las Vegas has a long way to reach sustainability … however … I do appreciate the steps that they take to mitigate their environmental footprint.” In May, Grist magazine ran a series of articles called “Smart(ish) Cities – a special feature on unexpected urban progress.” In addition to covering Cleveland’s environmentally friendly efforts, Grist highlighted projects in cities such as Albuquerque, Dallas, Atlanta and Chattanooga. More to the point, living things are consumers of the environment. They eat, drink and use natural resources until they die. Then, they finally lessen their impact by becoming, in the words of William Shakespeare, food for worms. Markatos-Soriano sums up best, “Every decision moves the market, so I encourage Las Vegas and other communities to improve their footprint. In that vein, I celebrate its new City Center and hope that the building is only the beginning of an overwhelming nationwide shift that positions the U.S. as a leader, rather than a laggard, in achieving a sustainable future.”
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