The Greenwashing Conference

Today is the final day of the “Good and Green – The Green Marketing Conference” here in Chicago.  I’m not going – I just learned about it, actually.  I think the goal is to teach how to greenwash.  “Make sure they’re buying your brand! At Good And Green you’ll learn how to increase your brand’s emotional, cognitive and financial connection in today’s “greening” consumer markets,”  reads the promotion.  I don’t think they care at all about the environment.  They care about monetizing the environment. 

It goes on to say, “Perceptions of environmental, ethical, and social stewardship are the fastest growing   contributors to consumer brand value.”  It’s like Sales 101 on how to ”market” your company by evangelizing the emotions of the general public.  Kinda like saying, “But the label says “Natural” so it must be good for me.”  I was waiting to read the part about how they are having Donald Trump or the Rich Dad, Poor Dad guy there LIVE and then in the fine print…via satellite.

I’m sure the conference isn’t all bad.  It just reads like it has the potential for being less than meaningful.  I shouldn’t totally bash it without attending – but I don’t have the $1900 to fork over for 2 days.  I guess they are using their own principals of how to make money off the green movement. 

Chicago Alleys To Go Green

What is a green alley, you ask?  Permeable pavement.  Simple as that.  Chicago has more alleys than anywhere in the U.S.  That’s a lot of pavement.  It’s like maintaining duplicate streets.  One major problem with so much concrete is that it creates a lot of flooding because there is no where for the rainwater to go.  Its all being forced into sewers drains which creates more problems. 

The city is using permeable concrete – or porous asphalt.  It isn’t something that is used in too many places, but why not?  The alleys in the city are old and they need to repave them.  Janet Attarian, the project’s director says it best, “The question is, if you’ve got to resurface an alley anyway, can you make it do more for you?”  Exactly.  Spend more later and solve more problems. 

In addition to the rainwater solution, the alleys actually stay cooler in the summer by reflecting the sun’s heat rather than absorbing it.  Conversely, in the winter, the pavement retains heat longer.  For an added benefit, a good portion of the resurfacing of the alleys can be done using recycled construction materials. 

Lighting is also being changed.  Current street lights shine above and below and produce the all-to-familiar yellow glow.  The new lights are using metal halide lamps which give off a brighter white light and is more energy efficient.  Apparently these new “dark sky compliant” lights allow you to see colors more vividly at night. 

So far, about 46 alleys have been outfitted with the new concrete.  It’s business as usual now.  All new alley projects will be completed using the new system.  Although, I’d love to give props to Sadhu Johnston, the city’s head of the Dept of Environment, but I found this link that says the city was looking into this and completed an alley in 2001!

If you want a leisurely read, here’s the Chicago Green Alley Initiative Handbook.

Source: City of Chicago, Internation Tribune Herald

Google: The G is for Gigawatt

Thank you Google!  Google is investing in alternative energies…and not like kinda investing…like holy sh!+!  The official Google blog states, “we’re seeking to accelerate the pace at which clean energy technologies are developing, so they can rival the economics of coal quickly. “ They aren’t being selfish.  They are looking to change the world.  Really. 

The blog goes on to read, “Our goal is to build 1 gigawatt of renewable energy capacity that is cheaper than coal. We are optimistic that this can be done within years, not decades. If we succeed, it would likely provide a path to replacing a substantial portion of the world’s electricity needs with renewable energy sources.”

What are the first steps?  “The newly created initiative, known as RE<C, will focus initially on advanced solar thermal power, wind power technologies, enhanced geothermal systems and other potential breakthrough technologies.”   RE<C stands for Renewable Energy Cheaper Than Coal.  I like the geek-speak acronym. 

Google has been working towards being carbon neutral in 2007 – and they’re just about there with the massive 1.6 megawatt solar installation – one of the largest in the U.S.  Now they are spending billions on the future of not only R&D for themselves, but for everyone.  Hopefully with the forces behind Google, they can bring down the cost of solar and wind energy for the average homeowner. 

Everyone should have the opportunity to survive off of clean, renewable energy.  It’s just too pricey right now.

Thanks, Google.

Source: Google Blog, Google Press Center, Google Green Energy

Rockefeller Tree Goes Green

Tonight is the night of the Rockefeller Center tree lighting ceremony in New York.  The tree is a little greener this year.  This year is a change from years past – the tree is strung with 30,000 LED lights (light-emitting diodes).  The reduction in energy costs on a daily basis is roughly the equivalent of powering a 2,000 sq ft house for one month.  Yes, that is significant, but not the most impressive initiative to come out of this.

 What is more impressive?  The tree lighting use is offset by solar energy.  Tishman Speyer, the building management of 45 Rockefeller Center installed 363 solar panels on the roof.  This is the largest private solar installation in the state of New York according to the city’s press release.  These solar panels are installed indefinitely – with a 30yr lifespan.  It’s the gift that keeps on giving.

From the press release:
For the first time this year, the Rockefeller Center Christmas Tree was cut with a handheld saw this year to reduce energy use. Tishman Speyer is replanting/re-greening the land where the tree came from and recycling all appropriate materials used during the cutting event. Upon completion of the holiday season, the tree will be milled and treated and made into lumber to be used by Habitat for Humanity.

Tishman Speyer and the city also announced a green roof for Radio City Music Hall.  The green roof will help with rain water run-off going into the sewers and keep the building cooler in the summer.  It looks like things are on the up-and-up in NYC. 

Source: NYC.gov

Tired of Junk Mail? Get Green Dimes

Are you tired of getting junk mail every single day in the mail?  Hate that you signed up for one thing and now you get 20 different catalogs?  Well, GreenDimes.com is here for the rescue.  Reduce your junk mail by 70-90%!

My wife and I signed up for Greendimes in April of this year.  At that time, it was an annual subscription – it has since changed to a one-time lifetime subscription.  I can’t even remember what we paid for it, but I thought it was worth it (now its only $15 forever).  I hated getting so much junk mail from credit card companies and generic mailers.  So we had heard about GreenDimes.com and decided what is there to lose other than a couple dollars.  Telling the wife that the ever dreamy Matt Damon was onboard was probably enough for the sell.  This sounds like the Hair Club for Men.  Matt received GreenDimes as a gift for the holidays.  He was so impressed with the organization that he is now on their board of directors. 

Here’s how it works.  You sign-up and the GreenDimes staff works to get your name off of the direct mailer mailing lists.  Yes, you could do this all on your own, but a lifetime subscription is only $15!  That will take care of the bulk of the mail you get.  Next you login to your account.  You can whitelist and blacklist various catalogs, etc.  Stuff that you signed up for once, but you don’t want anymore.  GD will take care of removing you from the lists.  You’ll also receive some pre-paid postcards in the mail that you have to sign so that GD can work on your behalf.  Simple as that.

Did I forget to mention the fact that when you subscribe, GreenDimes works with partners to plant 10 trees on your behalf?  You even get to pick the region of the world that you want the trees planted in.  Not bad.

Now – I have to mention that you need to be patient.  Don’t expect to sign-up today and your junk mail will stop tomorrow.  It takes time.  Its a slow moving boat, but well worth it in the long run.  So sign-up and be patient.  Save some of the 53 million trees used annually for catalogs. 

Don’t forget – GreenDimes makes a great stocking stuffer, too!  Give a lifetime subscription to someone you care about.

PS - Email me and I’ll send you a referral - jason at screamtobegreen.com

Watch GreenDimes on Good Morning America
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Greensumption

Here’s an interesting little video.  It’s kinda clever, kinda just cheesy.  It’s made in the style of something you’d see on HGTV or a bad infomercial.  The video is making fun of the notion that you can buy yourself green.   One scene they talk about their new green home…all 10,000 square feet of it.  It’s written by Jerry Mander, who is the current director of the International Forum on Globalization – he’s also a former ad exec. 

I’m not sure what to think of it.  It was slightly amusing – but it did shed some light on problems such as the notion that ethanol is going to save the world.  I hate to break it to you – but it’s not the answer.  That’s for another time…another ramble.  Watch the video…

Source: NYT DotEarth

Who Owns Your Favorite Organic Company?

I recently wrote about Clorox’s pending aquisition of Burt’s Bee’s.  Most of those organic food products you’re buying aren’t from some little farm in Wisconsin.  Dr Phil Howard, assistant professor at Michigan State University, has created a series of infographics related to the organic food industry.  It’s a “who owns who?” of organic foods.  For instance, Kraft Foods owns Back To Nature.  In the drink business, Coca-Cola owns Odwalla and Pepsi owns Naked Juice.  Kashi is independent, right?  Nope.  It’s owned by Kellogg’s. 

At least there a few independents still out there like Newman’s Own.  Amy’s Kitchen is prime for a buy out.  Same with Clif Bar (who also makes Luna bars).  I was actually surprised that Nature’s Path was an independent.  They make Envirokidz cereal and granola bars among other things.

Anyway – checkout the graphics and see for yourself who owns your favorite organic food company.

Easy Green: Use REAL Napkins

I’d have to say that is was early summer when we made the switch to using real cloth napkins at home.  We still had our reserve supply of disposable on-hand for emergencies and/or laziness.  When we first started out, we got a small batch from my wife’s grandmother.  We began to get hooked, so we sought out more.  My friend Joy hooked me up with another stack that she got at a local thrift store (thanks Joy!).  Now whenever we have to use disposable napkins at home because we haven’t washed the others yet it just feels very weird.  Feeling weird is good, though.  I’m trained – as much as I can be, I guess.

The first benefit is easy – you’re not throwing away the waste.  The counter argument is that you’re using water to wash the napkins in the laundry.  Yes, you are using water in the washing machine, but it is far less than the water that is needed to produce the paper napkin that you use once and toss.  Many napkins are made from virgin wood and contain minimal recycled paper.  Even if you buy 100% recycled paper napkins, you’re far better off using cloth.  The recycling process uses lots of water and lots of energy.  I don’t want to hear about it being gross, either.  Its a napkin and a modern washing machine. 

We were at the in-law’s tonight where they use disposable napkins like most people do.  My four year old son says to his grandmother something to the effect of “you should use real napkins because those ones are wasteful.”  It was pretty funny to all of us, but I guess he does pay attention to us.  Maybe it’s because I just bought another 6 napkins for a whopping $0.82 today.

So I had planned on writing this post today when I happened to check a great blog, The Green Daily.  Ironically, they also wrote on this topic today.  They link out to a site that teaches you to make your own napkins, as well.  Check it.

Don’t Buy Cashmere This Holiday Season

But I love the soft sweater made from those cute cuddly sheep in China.  Why don’t you want me to buy cashmere?  How will people know that I like to spend money?  All valid questions.  The problem is that there is so much demand for cashmere here in the U.S. that the land is being over-grazed.  There are way too many sheep on one small portion of land in China.  The landscape is becoming a dustbowl.  The goats have very pointy hooves which poke holes through the salty crust releasing the finer sand beneath.

Why should you care about the dustbowls in China caused from the sheep that shed their coats to make you feel better?  Because its going to affect you in the long run.  Cashmere is not cotton.  You can’t just plant more next year.  If the goats have nothing to eat because they’ve chewed all of the prairies to a nub then we have a problem.  China’s grasslands are turning in to deserts.   The environmental impact, other than the goats eating so far down to the roots that the plants are damaged forever, is the creation of the dustbowls. 

There is a huge increase in the number of dust storms.  The dust gathers in the atmosphere mixing with the other China industrialized pollution creating huge orange clouds that are toxic.  China officials warn residents not to go outside or open their windows during these times because they are so bad.  The dust caused by these goats does not just stay in China, though.  Its coming to a window near you.

From a Chicago Tribune article, “We had one storm in East Asia which we called the perfect dust storm,” said Barry Huebert, an oceanographer at the University of Hawaii. “There are good images of it following over the Pacific as a yellow plume. When it got to Colorado, it reduced visibility enough to make the national news. It continued east, and the last measurement was in the Canary Islands” off the west coast of Africa. ”

The reason we should care is that China has some of the dirtiest air in the world.  The more it become industrialized, the worse it becomes.  Also cited in the article are the statistics on the death rate in China directly related to air pollution.  Roughly 300,000 people die each year in China of diseases linked to air pollution, according to a Chinese research institute.

Wow.  All of this pollution for your vanity.

Source: Chicago Tribune

Carly Simon – You’re So Vain
[audio:http://www.fileden.com/files/2007/7/12/1261295/Carly%20Simon%20-%20Youre%20So%20Vain.mp3]

Led Zeppelin – Kashmir
[audio:http://www.fileden.com/files/2007/3/6/856664/Led%20Zeppelin%20-%2024%20Kashmir.mp3]

The Hidden Cost of Cashmere

Invention Nation on The Science Channel

Invention Nation on The Science Channel is a new green show.  A description from the Science Channel site reads, “Micah, Chris and Nobu – three guys passionate about the green life – take a veggie-fueled trip across America in search of amazing eco-inventions. Their journey takes them from New York to California, while they seek out the grassroots green inventors.”  In actuality, they start in California.  Minor details…

They begin the journey in an ugly green diesel van – a green short bus, really - in Los Angeles.  The first stop on their trek was to fill-up on biodiesel which they made using the Fuelmeister. The Fuelmeister is a contraption that uses veggie oil, lye, and methanol to create clean biodiesel. 

The gang decided to convert their van into a grease car instead of just running on biodiesel.  Since they will be on the move, it’ll be easier to just have the grease car system.  They visited Joel and Rebecca Woolf of Veg Powered Systems.  Micah, Chris and Nobu learned quickly how to collect clean oil for running in their van.  The first step was to mount a tank and filtration system.  The tank has a heating coil inside to heat the oil to about 180F.  The van is first started with diesel until the oil is heated to the proper burn temperature. The oil runs from the heated tank to a pump, through a filter, and then to the engine.  By the way, the gang collected about 20 gallons of oil from their first stop in 5 minutes.  That’s over a full tank of gas for free.

Look for next week when they install solar panels on the van and checkout some bamboo bikes.

Invention Nation airs Mondays at 10pm EST.  Click here to watch a video clip.