It looks like green is the new black: eco-chic is everywhere. Companies large and small are trying to cash in on the new eco-economy, showcasing their supposedly green initiatives at every turn.
But how much is green, and how much is one big greenwash?
Greenwashing is a practice of deceiving consumers about the environmental practices of a given company. It's all around us: oil companies making billboards about their one solar demonstration project, coal corporations claiming to be “clean” on television, bustop ads promising environmental enlightenment if only you buy the latest eco-widget.
Progressive and enviros alike have been grumbling about greenwashing for a while in their own narrow circles. It's time to expand that dialogue, harnessing the power of the mashup to catalyze powerful direct action where it counts: in the real world.
Here's how it works: you see a nauseatingly dishonest example of greenwashing near your office. You take a picture of it, and upload it on WeGreenwashYou.org. You plot the location of the billboard on a Google Map, and add a link or two to reports and articles verifying that the billboard is a blatant Greenwash.
And then the fun begins: the community of users gets the chance to Greenwash the Greenwashers.
After watching a quick video-tutorial about how to make simple, cheap paintballoons, the anti-greenwash army finds your billboard. They load up a couple of balloons with greenpaint, launch them from a distance: SPLAT! Job done, and the renegades escape safely under the cover of night.
They make a quick video of their billboard liberation (anonymity preserved by concealing their faces with—what else—green handkerchiefs) and upload their photo/video/text report. Another victory in the public space, another corporation held to a higher standard of honesty. And if the corporation disagrees, let them comment on the action and take part in a lively discussion about the true definition of “environmentally friendly.”
The public will thank you for saving our common visual space from deception. And who knows? Eventually corporations might think twice about greenwashing and might even start some real greening.