The "Fluff" Agenda

Greenwashing: this is not a new topic. But it's something that has become ever so widespread that it's pouring over into every industry. This blog post by GreenProfs addresses the question of where this will lead. To people following and then disregarding "green" as simply a trend based on current consumer self-interest? To people realizing their duties as citizens of this planet and making it a lifestyle? Or to being fully integrated into the economy as a design value or desirable attribute to make purchases?

Amalgam has been working with a housing consultant on formulating bank policy for reduced mortgage rates on green housing. Together, we are trying to figure out how to deliver green housing as affordable to make it easier for people to stay or move into inner city areas like North Minneapolis. This is an example of "How can you tell whether a product or an offer is greenwashing or not?" You can tell because there's a monetary value connection between greenness and cost efficiency over a period of time.

But this topic is so much more pertinent to our lives than something like the introduction of the iPhone. Just like any other movement, news story, etc, the hype over-saturates the market and people stop investing their time and emotions. Think about the presidential election, which was momentous, yes, but so drawn out that I began to lose momentum before it even started. I, and many, hope that this green fluff doesn't cloud consumers' buying choices or citizens' actions towards true commitment to a necessary environmental and social change.