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Home > Green News > SOLUTIONS MAGAZINE > Special Reports > Special Reports and Featured Products about Green Best Practices > Vision!

When Acting Green Backfires

Acting green or being green -- strategic risk taking with RECs

Find green business solutions
oil energy supply and alternative fuel The Harvard Businss Online website recently carried a series of green business editorial op-ed pieces by experts in business. One essay was entitled "Reputation: When Being Green Backfires" by Auden Schendler.

The article points out, very appropriately that companies have battled to outdo one another in gigantic purchases of certificates of renewable energy (RECs). These certificates symbolize sustainable approaches to electrical use and other sustaining business practices. However...

The specialized and mainstream media smelled something funny and upon investigation, are now writing stories about the ineffectiveness of these programs to actually reduce carbon footprints.

That's why I named this article, "When ACTING Green Backfires". Not "BEING green." There's a difference. And the RECs are a perfect example of the difference between taking the shortcut and playing the real blues.

Acting green is about public relations and about messaging. And about tooting your horn. Being green is about the planet...and people...and then honest productivity.

RECs are coming under attack because they are a magic black box. No one really knows exactly how they work, what the result is, or which ones are reputable. They are shortcuts when what's really important is that we all do the homework and the hard green work of cleaning up our business footprints. Green is about truly reducing electrical use, and fossil fuel transportation and plastics and toxins and exploitation of natural resources for non-essential applications. It's about serious stewardship at a critical time in our planet's chronic system failure.

Patches aren't being green. Reputations built on patches and brass flourishes fade just as rapidly.

RESOURCE:
HarvardBusinessOnline.com



Edited by Carolyn Allen, owner/editor of California Green Solutions
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