Tag Archives: Community

Is Green Just a Fad?


An article on the ABC News website with the provocative title "Going Green: Fad or the Future?" suggests that while right now "green is the new black," the long term-prospects for the green movement are less certain to remain as strong and as much a part of public awareness as they currently are.

But are Americans experiencing "green fatigue"? The ratings for Live Earth, which was billed as a must-see event, were dismal. The American broadcast drew just 2.7 million viewers, making it the least-watched U.S. program on Saturday night. Despite its undeniable entrenchment in pop culture and media, some experts say that the current incarnation of the green movement is just another "We Are the World" moment that consumers and businesses won’t be able to sustain over the long term.

Of course, this perspective is coming from a media outlet (ABC News) for whom the number of viewers are the most significant measure of importance. But that may not be a reliable indicator of how influential the green movement is. There is a wide gulf between public enthusiasm for a green-oriented rally like Live Earth, and public participation in actual green practice in their daily lives. Small steps, in many cases, but a lot of people have started taking at least a few steps to green their lives.

My perspective lies with the building and construction industry. I see increasing numbers of ads and new product announcements from hundreds of manufacturers. I can’t begin to count the number of trade magazine editorials I’ve seen that begin along the lines of this one: "These days, it seems everyone is jumping on the "green" bandwagon — including many companies in [your industry here]." Green awareness has permeated the building industry from top to bottom. And, while not every new building is a new model of sustainability, green building practice is here to stay.