Does green mean sustainable ?

… greenwashing versus reality.

Due to Global Warming,  rising energy costs, the growing awareness and liability costs , declining oil reserves, and concerns about our limited water supply leads to find a more innovative and efficient way to proceed in our societies.

In fact nowadays, every innovative or energy saving technology, product or building, has stick on them the word green. This color is usually used in a way to emphasize the fact that the product is environmental pro, efficient and energy saving, in other words  they are  affected by the sustainable development.

But is “green” a word to use? Is the meaning of “sustainable” losing it  meaning and esteem?

The Brundtland Commission of the United Nations on March 20, 1987 defined that  : “sustainable development is development that meets the needs of the present without compromising the ability of future generations to meet their own needs.”

Opinion differ, actually the words “green” and “sustainable” which are often used interchangeably, but sustainable has a more precise meaning that is often obscured, fuzzy, and feeble by the commercialization and marketing of the green “movement”.

Speaking of commercialization we often use the word of greenwashing which is usually  used to promote the perception that an organization’s aims and policies are environmentally friendly whether their goal is to increase profits or gain political support, greenwashing is actually  used to manipulate popular opinion to support otherwise dubious aims.

To avoid greenwashing , companies should go for  a true and responsible communication on sustainable commitments. They should op for a sustainable development as it is defined by the UN with a look in the future. And not looking for  an accumulation of shares, sometimes confusing, that does not guarantee of social and environmental sustainability strategy of the company, but often only proof that the company carries out actions to comply with regulation.

And most of all we should not forget, green is just a color what we need is a facts  and acts .

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