Purchase ethical products to help reform the market.



Amory Lovins

Lovins argues that energy efficiency measures should be implemented upstream, in the course of production rather than consumption.  He argues that people demand the same products and services that they are accustomed to, and that change will only occur when it can be made accessible to the masses. 

The corporation can take on risks that the consumer can't: “If you invest to save energy in your business or home, you probably want your money back within a couple of years, whereas utilities are content to recover their power-plant investments in 20–30 years—about ten times as long. Thus householders (and many corporate managers) typically require tenfold higher returns for saving energy than for producing it,104 equivalent to a tenfold price distortion. This practice makes us buy far too much energy and too little efficiency.” Climate: Making Sense and Money
However, this supply-side change does involve the consumer, as it must be driven by public opinion: “Many companies are discovering that public perceptions of environmental responsibility, or its lack thereof, affect sales. MacMillan Bloedel, targeted by environmental activists as an emblematic clear-cutter and chlorine user, lost 5% of its sales almost overnight when dropped as a U.K. supplier by Scott Paper and Kimberly-Clark. Numerous case studies show that companies leading the way in implementing changes that help protect the environment tend to gain disproportionate advantage, while companies perceived as irresponsible lose their franchise, their legitimacy, and their shirts. Even businesses that claim to be committed to the concept of sustainable development but whose strategy is seen as mistaken, like Monsanto, are encountering stiffening public resistance to their products.” A Road Map for Natural Capitalism

Heather Rogers

"While green capitalism's goal of protecting nature is commendable... there's a catch: How will this industrial transformation take place with no reduction in consumption, and on a purely voluntary basis?" Architecture Magazine 2006

Cradle to Cradle

“People could indulge their hunger for new products as often as they wish, without guilt, and industry could encourage them to do so with impunity, knowing that both sides are supporting the technical metabolism in the process.” Cradle to Cradle 114

While the Cradle to Cradle focuses on the design and production of goods, McDonough and Braungart  suggest that the consumer can have a role in the process.  Here, the role of the consumer is to enjoy "a world of abundance, not one of limits, pollution, and waste." Cradle to Cradle, 90

Their solution is to consume “the right products and services and systems – instead of making the wrong things less bad.” By following the Cradle to Cradle model, one consumes the products without guilt, as they have been designed such that they have little negative impact. The end result is a product that delivers the same performance or service that the consumer expects, without adversely affecting the environment. 

McDonough and Braungart take an opposite stance to the “Buy less, spend less, drive less” philosophy in which “if you are going to help save the planet, you will have to make some sacrifices, share some resources, perhaps even go without.”   They view this type of thinking as “a failure of the imagination” and a “depressing vision of our species’ ” role in the world. Cradle to Cradle, 6-7.

To make products that follow the Cradle to Cradle system readily identifiable to the public, McDonough has created “Cradle to Cradle Certified Products,” with the intention that “consumers can rely on the certification mark to identify and specify sustainable products for their homes, businesses, and buildings." www.mbdc.com


The USGBC believes that the consumer is key to change. They acknowledge changes in the market and the increase in demand for green buildings: “One important aspect of certifying projects under a green building standard is being able to use this as a marketing tool.” http://www.usgbc.org/ShowFile.aspx?DocumentID=6247

LEED certification sells buildings to high-end clients and governments, gets architects and builders sparkling free publicity, and creates a hook for selling new products, materials, and systems to builders. It's a whole new commercial ecosystem. Anya Kamenetz


Vishaan Chakrabarti

To Chakrabarti, green consumer behavior isn't enough: “I feel that the market has already responded to sustainability: hybrid vehicles, fluorescent light bulbs, and all these things that Americans feel that if they adopt as individuals – that if they recycle – that if they do all of these things on an individual basis, that they're going to affect the problem.  And I think, by and large, it’s duping people. That's not because I'm against all of those sustainable technologies, but if you look at the numbers, it just simply doesn't seem to make much of a dent. It doesn't seem very scalable.... 

"I was talking to Nancy Levinson, … and she was saying that they’ve got research at ASU that's starting to show that you can put solar arrays on every house in Phoenix, and it just doesn't matter. It doesn't matter because the land form of Phoenix so completely devours energy that those individual efforts on the part of well-meaning people are really meaningless. ” Underdome Interview
“We are being told, in the end, that sprawl is just fine, that if we just weatherize our McMansions, drive hybrid Yukons, and change to fluorescent light bulbs, our gluttonous use of land is legitimate. It is from Silicon Valley, where sprawl is high art, that progressives fuel the mentality that technology will save us from ourselves. (As an aside, one only need to look at the viral spread of this approach to the physical landscape of the Indian IT sector, where smart minds, office parks, and malls prevail.)”  A Country of Cities

Heather Rogers

"You can't solve the problems of mass production and mass consumption with more mass production and mass consumption."

" A lot of people say, "All right, well, what do you do? Give me the answer. Give me the program." Real social change doesn't work like that. That's how consumption works: You go to the store, and you buy this, and you take it home, and you use it. …The thing with the way that we consume and the way that we identify with commodities right now is very much-- and this is what I'm arguing in Gone Tomorrow--is that it's learned behavior. And there's something hopeful about that, because it means it can be unlearned.

"…honestly I didn't look at greenwashing, per se. I looked at industry, and it ended up being about greenwashing, about industries that are presenting themselves as viable solutions. 'We're doing this thing that's green, but it's not really green, but we have this ad campaign.'

"Even the latest issue of The Nation magazine has “Ten Things to Do to Cut Your Greenhouse Gas Emissions.” I don't know if you guys have seen that, but it's the same list of things that has been printed in every rag in every town for the last 10 years. It's all individualistic: turn your lights off, recycle and all that stuff. If we allow that to continue to be the frame, then it just reinforces the consumer, the transactional quality of how we perceive of our impact on the environment.

"People bringing their tote bags to the store really doesn't make that big of a difference environmentally, but the way that it functions to create new norms when you see that is useful. Recycling works in a similar way: it brings out a consciousness of what you throw away, while recycling often isn't that useful in terms of environmental well-being."

(Underdome Interview)

Tom Friedman

"'Green' was actually the single most trademarked term in 2007, according to the U.S. Patent and Trademark office. In the green revolution we’re having, everyone’s a winner, nobody has to give up anything, and the adjective that most often modifies 'green revolution' is 'easy.' That’s not a revolution. That’s a party. … But in America, at least, it is mostly a costume party. It’s all about looking green—and everyone’s a winner." Hot, Flat, and Crowded, 251


Comments (3604)

This is a genuinely decent site post. Not very numerous individuals would really, the way you simply did. I am truly inspired that there is such a great amount of data about this subject have been revealed and you've given a valiant effort, with so much class. On the off chance that needed to know more about green smoke surveys, than by all methods come in and check our stuff. site here

Robinjack wrote 19 weeks 3 days ago

The website is looking bit flashy and it catches the visitors eyes. Design is pretty simple and a good user friendly interface.
Profitable Los Angeles Botox treatments training

Anonymous wrote 19 weeks 4 days ago

An interesting discussion is worth comment. I think that you should write more on this topic, it might not be a taboo subject but generally people are not enough to speak on such topics. To the next. Cheers Best Golf Training Golf Swing Tips Basketball Betting Guide

LandisJoba wrote 19 weeks 5 days ago

I have actually saved your blog as a favorite; I truly love your provided information!

Alex John wrote 19 weeks 5 days ago

Jangan lupa untuk berkunjung ke blog tutorial media sosial kami, baik yang berhubungan dengan aplikasi bbm mulai dari download bbm versi baru dan daftar bbm, ada juga tutorial lainnya yang sangat lengkap tentang aplikasi facebook. Saya sengaja membuat blog yang membahas seputar media sosial dengan tujuan agar anda mudah dalam mencari atau download aplikasi dan belajar cara daftar akun seperti orang orang lain yang sudah tau bagaimana cara download whatsapp dan membuat blog

sujono wrote 20 weeks 14 hours ago

Yes i am totally agreed with this article and i just want say that this article is very nice and very informative article.I will make sure to be reading your blog more. You made a good point but I can't help but wonder, what about the other side? !!!!!!THANKS!!!!!! hcg complex diet - click here to read full review

DONE wrote 20 weeks 15 hours ago

There aren’t any perfect drugs out in the marketplace. What is better instead is to opt for ones, which have extra properties that are not harmful to the human body. Phen24 buy

Anonymous wrote 20 weeks 1 day ago

Keep up the good work . I read few posts on this web site and I conceive that your blog is very interesting and has sets of fantastic information.
buy youtube likes

Anonymous wrote 20 weeks 1 day ago

SHAREit is a free application that lets you send your content at lightning speed between devices including: photos, videos, music, documents, and folders. SHAREit APP

nikky wrote 20 weeks 2 days ago

I appreciate you and hopping for some more informative posts.> happy new year 2018 new year 2018 العاب اطفال feliz año nuevo 2018 feliz año nuevo 2018 مسلسلات رمضان 2017

amine wrote 20 weeks 3 days ago

Make product that consumer will buy without any guilt. Crazy Bulk - Best Legal Steroids

Valerie Currie wrote 20 weeks 3 days ago

Just admiring your work and wondering how you managed this blog so well.

Anonymous wrote 20 weeks 4 days ago

Nuts are another part of a healthy Mediterranean diet. Nuts are high in fat (approximately 80 percent of their calories come from fat), but most of the fat is not saturated. Dieta Mediterranea

Anonymous wrote 20 weeks 4 days ago

Discuss your life goal with us.
Jeff Martin's HeartBurn No More

Krystyna Sherriff wrote 20 weeks 4 days ago

DRAMAGA TOWER APARTEMEN menjual apartemen yang berkualitas dengan harga murah lokasi strategis untuk investasi menguntungkan jual apartemen apartemen di bogor dramaga tower apartement

hakim wrote 20 weeks 5 days ago


Anonymous wrote 20 weeks 5 days ago

Thanks dude your post is extremely good enough for me because this makes sense for me!
best essay writing service

Alex John wrote 20 weeks 5 days ago

This is exceptionally instructive substance and composed well for a change. It's pleasant to see that a few individuals still see how to compose a quality post!
Miss Global

Anonymous wrote 20 weeks 6 days ago

susi quatroux http://www.fattoriacornetti.com/index.php?option=com_k2&view=itemlist&ta...
Yes chief, but I was secretly thinking that as briefly as he's out of here I'm taking manage of my life and wife again, and I will represent him to the police..

gonzomovies wrote 20 weeks 6 days ago

I am very thankful to all or any your group to share specific heartening stuff.
Chris Walker - SEO Denver

Eaxc Dassa wrote 20 weeks 6 days ago

alamat http://tokoobatwanita.com/ murah

rus wrote 21 weeks 1 day ago

jual http://jawafarma.com/obat-kuat-hot/cialis-asli-obat-kuat-di-surabaya/ asli

baju tailor wrote 21 weeks 1 day ago

jual http://tokoobatjawa.net/

wahyu wrote 21 weeks 1 day ago

http://tokoobatjawafarma.com/ pria

alan wrote 21 weeks 1 day ago

harga http://agenpeninggibadan.com/ grow up

rafayazid wrote 21 weeks 1 day ago

I did enjoy reading articles posted on this site. They are impressive and has a lot of useful information.

Anonymous wrote 21 weeks 1 day ago

I want to get more like this from here. You are an amazing person. who wrote this type of posts for us. Thanks for sharing.

Wilson wrote 21 weeks 4 days ago

seoI really loved reading your blog. It was very well authored and easy to understand. Unlike other blogs I have read which are really not that good. visit this site hurry up waiting your order.Thanks alot! dofollow blog comments

Alber Etin wrote 21 weeks 4 days ago

Great post. you have pointed out some excellent points. I as well believe this is a very superb website.
patent claim drafting

Anonymous wrote 21 weeks 5 days ago

Nice to be visiting your blog once more. it has been months for me. Well this article that ive been waited for therefore long. i want this article to finish my assignment within the faculty. and it has same topic together with your article. Thanks. nice share.
patent search firm

Anonymous wrote 21 weeks 5 days ago

Tilleggs-vektbenken kan ganske enkelt festes med en slags klemme-mekanisme. Flere øvelser med en Finnlo Power Bench BioForce Sportsudstyr

Anonymous wrote 21 weeks 5 days ago

This is exactly likewise a terrific print which we honestly dearly loved looking through. It's not actually day by day that we include the risk to figure out an item. write my college paper

alex wrote 21 weeks 5 days ago

How will this industrial transformation take place with no reduction in consumption, and on a purely voluntary basis?

invisalign braces london

Marsha Shearer wrote 22 weeks 1 day ago

As you said, People tend to buy for new products as often as they wish


Marsha Shearer wrote 22 weeks 1 day ago

Hi there! Nice stuff. do keep me posted when you post again something like this!
Your Patent Team

David wrote 22 weeks 1 day ago

The user is provided with access to the "Customer login" area where users can access and control all the parameters in real time for instant changes and moves to their Gold Package. 0800 numbers

japan.comp234 wrote 22 weeks 2 days ago

Hello I am so delighted I located your blog. I really located you by mistake. while I was watching on google for something else. Anyways I am here now and could just like to say thank for a tremendous post and a all round entertaining website. Please do keep up the great work.
patent search firm

David wrote 22 weeks 3 days ago

This is a truly good site post. Not too many people would actually. the way you just did. I am really impressed that there is so much information about this subject that have been uncovered and you’ve done your best. with so much class. If wanted to know more about green smoke reviews. than by all means come in and check our stuff.
Trademark search Companies

David wrote 22 weeks 3 days ago

Waooow!!! Magnificent blogs, this is what I wanted to search. Thanks buddy

merchant account providers canada

flora wrote 22 weeks 3 days ago

Please let me know if you’re looking for a article writer for your site. You have some really great posts and I feel I would be a good asset. If you ever want to take some of the load off, I’d absolutely love to write some material for your blog in exchange for a link back to mine. Please send me an email if interested. Thank you!
Men's healthy eating tips

Anonymous wrote 22 weeks 4 days ago

I recently came across your blog and have been reading along. I thought I would leave my first comment. I don’t know what to say except that I have enjoyed reading. Nice blog, I will keep visiting this blog very often.
viagra 100

Anonymous wrote 22 weeks 4 days ago

This blog is really precious and super valuable. I beyond doubt appreciate efforts that you have helped lots of the people. Thanks
do my essay for me

Alex John wrote 22 weeks 4 days ago

A very useful kind for example. Very interesting reading article.I thank you for his efforts to write this great product.
moving company in san diego

moving company in san diego wrote 22 weeks 4 days ago

This is a wonderful product, taking into account all the information about it, this type of product that prevents user interest in the site, and you will share more ... good luck.
india angel investing

india angel investing wrote 22 weeks 4 days ago

Great post. you have pointed out some fantastic points . I likewise think this s a very wonderful website.
Diabetic Breakfast Recipes

David wrote 22 weeks 4 days ago

i am always looking for some free stuffs over the internet. there are also some companies which gives free samples.
i am always looking for some free stuffs over the internet. there are also some companies which gives free samples.

David wrote 22 weeks 4 days ago

These are some great tools that i definitely use for SEO work. This is a great list to use in the future..
как я поступил в гарвард бесплатно

Anonymous wrote 22 weeks 5 days ago

This is a great inspiring article.I am pretty much pleased with your good work.You put really very helpful information. Keep it up. Keep blogging. Looking to reading your next post.

Anonymous wrote 22 weeks 5 days ago

An fascinating discussion is value comment. I think that it is best to write extra on this matter. it won’t be a taboo topic however generally people are not enough to talk on such topics. To the next. Cheers

David wrote 22 weeks 6 days ago

Add A Comment

The content of this field is kept private and will not be shown publicly.
  • Web page addresses and e-mail addresses turn into links automatically.
  • Allowed HTML tags: <a> <em> <strong> <cite> <code> <ul> <ol> <li> <dl> <dt> <dd> <img> <div> <pre> <address> <h1> <h2> <h3> <h4> <h5> <h6> <blockquote> <p>
  • Lines and paragraphs break automatically.
  • Use <bib>citekey</bib> or [bib]citekey[/bib] to insert automatically numbered references.

More information about formatting options

By submitting this form, you accept the Mollom privacy policy.