"Green" Consumers Lead the Path to Environmental Change...

Are we really debating in the Green world whether the Earth (yes I like to capitalize it) is our “home” or our “mother”? In my opinion we have bigger fish to … save! The Earth is my home and yes the essence of my origin so therefore like my “mother”, but are we really anthropomorphizing the Planet? While I let the more philosophical environmentalists figure this one out, let’s go back to shopping! Shallow?! I don’t think so. The "Green" industry is big; 83% of consumers considers themselves a shade of green (From The New Rules of Green Marketing, a must read!). Individual consumers are demanding environmental products and leading the crusade to save our home, or Mom, or how about Planet?!


I am very supportive of events like Earth Day New York. It is important to showcase large corporations like Home Depot and smaller grassroots companies like Mushana,-selling apparel made by women in Uganda- that are practicing environmental, and sustainable business models.  Sustainable food suppliers like Silk Soymilk, LaraBar, Cascadian Farms & Zico coconut water are equally integral.

Lets not forget our oil addiction; the cure is alternative fuel vehicles such as the Chevy Volt, Nissan Leaf, Toyota Prius, Novozymes, and e-Star Trucks, all shown in the CO2 Fashion Show (Times Sq. Earth Day 4/22). Consumers have massive power. Imagine a world free of toxins, where everything was organic and had a cradle to cradle lifecycle…where cars and cities ran mostly on sunlight, wind power and bio-fuel…this could happen, all we have to do is ask for it- no demand it. Corporations and small businesses are listening, so lets educate them and ourselves. Knowledge could not be made possible without environmental charities and non-profits. 

Nor would it be possible without investments in green technology by corporations, like Toshiba, and also smaller businesses, like Green Mountain Energy, taking the chance on new innovations. Check out the AnvilKnitwear PSA for inspiration and tell me I'm wrong about consumer power.