Trend-E: Why Today it’s Easy Being Green

03Jul07

The Times’ Sunday Styles never fails to serve up fresh a cultural perspective on business trends. As a consumer, I have read about green couture in Vogue and seen every manufacturer from Patagonia to Proctor and Gamble tout environmentally friendly lines.Once an “Inconvenient Truth,” consumers are spammed with green messaging that may or may not be grounded in reality. My favorite quote from writer Alex Williams is, “It’s not enough to build a vacation home of recycled lumber; the real way to reduce one’s carbon footprint is to only own one home.”Is all of this green marketing waisting more energy than it saves?

Read the full article at: http://www.nytimes.com/2007/07/01/fashion/01green.html?ref=fashion

clipped from www.nytimes.com
HERE’S one popular vision for saving the planet: Roll out from under the sumptuous hemp-fiber sheets on your bed in the morning and pull on a pair of $245 organic cotton Levi’s and an Armani biodegradable knit shirt.
That vision of an eco-sensitive life as a series of choices about what to buy appeals to millions of consumers and arguably defines the current environmental movement as equal parts concern for the earth and for making a stylish statement.
Some 35 million Americans regularly buy products that claim to be earth-friendly
splinter wing of the movement has begun to critique what it sometimes calls “light greens.”
The genuine solution, he and other critics say, is to significantly reduce one’s consumption of goods and resources. It’s not enough to build a vacation home of recycled lumber; the real way to reduce one’s carbon footprint is to only own one home.

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