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Greenwashing....Not

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Categories: Sustainability


In 1986, when Jay Westervelt, a New York environmentalist, coined the word “greenwashing”, it was in an essay assailing the hotel industry for its attempt to use an environmental cause to reduce its costs, rather than an effort to reduce energy usage.  Today, the term applies to any company who uses the consideration of the environment as an advertising tool rather than a concerted effort to reduce their environmental footprint.

During a recent holiday, my wife and I decided instead of driving a long distance, or flying to a location to be with family, that we would have a “stay-cation” and use our lowest emission, fuel efficient vehicle to drive the 40 miles to Boston and spend a few days in the city.  We were able to park our car and then use “pedi-power” for our stay.  Boston is a foot-friendly city and even though we stayed across the river in Cambridge, we were able to walk everywhere we wanted to go. 

Some small businesses choose to take on sustainability projects.  We had made reservations at a small restaurant in Beacon Hill for the holiday dinner.  At the time we made the reservations I had no idea how “green” the restaurant is.  At our table was a card printed on 100% post consumer recycled paper, FSC Certified.   The front of the card read “Green Thursdays, Come and celebrate our planet with your friends and neighbors.”  They offered “organic martinis, specials from renewable and sustainable foods, and recycling tips.” 

But the back of the card were the most poignant messages.  It had two boxes, “Did you know…?” which is the commitment the restaurant makes, and “How can you help?” which is self-explanatory.  The “Did you know” box contained things like; recycling of just about everything, including catalogs, cardboard, computer printouts, cell phones, metals.  It also included composting of food wastes, environmentally friendly cleaning products, energy efficient equipment (programmable timers and thermostats, motion sensing lights, low energy lighting, recycling waste oils, seasonal herb garden, two-way totes for delivery of merchandise, educating staff and the public on sustainable practices, and more.

The “How can I help?” box included advice to install low-flow shower heads to reduce  water use by as much as 50%,  and by turning off the water when you brush your teeth could save as much as 9 gallons of water each time.  It also included some facts like 40% of the energy used in your home is for heat, 1 ton of non-recycled newsprint uses 12 trees, Americans discard 4 million tons of office paper every year – enough to build a twelve-foot high wall of paper from NY to California, and glass never wears out-it can be recycled forever. What isn’t said here is important as well.  How much does this effort make “cents”?  Let’s just look at lighting.  Here’s a little table I took from one of my student team presentations:

 

 

LED

Incandescent

Light bulb projected lifespan

50,000 hours

1,200 hours

Watts per bulb

6

60

Cost per bulb

$35.95

$1.25

KWh used (50,000 hours)

300

3,000

Cost of electricity (@ $.20/KWh)

$60

$600

Bulbs needed for 50K hours of use

1

42

Equivalent 50K hours bulb expense

$35.95

$52.50

Total cost for 50K hours

$95.95

$652.50

That is a very short pay-back period and significant savings!  75 Chestnut, Beacon Hill, is an example of a small company doing what they can to execute sustainable projects.  That is certainly not “greenwashing.”  Besides that, the atmosphere and food were excellent. 


Posted by Dave Shirley on: December 01, 2011 04:04 PM | Permalink

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