With the hope of a political paradigm shift that should correct many of the mistakes made over the past 8-years on the nation's mind, we will reopen our investigation into the practice of greenwashing.
Since our original discussion, it seems that the nearly every manufacturer, corporation and political candidate has attached themselves to the "green" movement. As our discussion over the next few days should demonstrate, much of what people consider "green" is actually a far cry from where we (as a society and as a culture) should be headed.
Greenwashing is a concept which has already moved past the simple masking of environmentally destructive behavior. Over the next few days, we will explore how greenwashing practices have masked unsustainable and inequitable choices in the following areas:
- Corporate Pollution
- The Pervasion of Sprawl
- The Glorification of Unsustainable Site Planning Practices
- The Masking of Unsustainable and Inequitable Transportation Planning Choices (from a consumer-based and policy standpoint)
- The Pervasion of Consumptionism
- The Degradation of the Design Process
- The Perversion of American Landscape Architectural and Architectural Heritage
Our examination begins with two prominent players from the auto industry bail-out, Ford Motor Company and General Motors.
If you had the opportunity to view the NFL Championship games this past weekend, you may have noticed that nearly every automobile commercial claimed some form of commitment to sustainability. Under the influence of Hyper-Capitalism, the average consumptionist might believe such statements.
Honestly, they wouldn't say something on television that wasn't true, would they?
Let's take a closer look.
Our friends at Ford, specifically Ford's current (and Boeing's former) CEO and President, Alan Mulally, makes the following statement;
Ford is becoming smaller, leaner, more globally integrated and more focused on meeting customers' needs and wants. It is also a company with sustainability at the heart of its business. Our vision for the 21st century is to provide sustainable transportation that is affordable in every sense of the word: socially, environmentally and economically. (Source: Alan R. Mulally President and Chief Executive Officer, 2007/8 Ford Motor Company Sustainability Report.)
Interesting. Especially the portion about environmental sustainability.
However, let us dissect exactly what Alan is referring to when he talks about sustainability. A closer look reveals that he is only referring to "transportation".
But wait, shouldn't that sustainable vision extend to every aspect of providing those transportation choices? (Incidentally, we will examine just exactly how Ford is providing sustainable and equitable transportation choices for our nation in a few days.)
But Alan, why was your company recently named the 17th worst air pollution producer in the U.S.?
Through the mask of greenwashing, we are led to believe the notion that Ford is forging ahead on a truly sustainable path.
Along the same lines, and out of fairness to Ford, General Motors makes the following statements on their corporate website;
The following environmental principles provide guidance to General Motors personnel worldwide in the conduct of their daily business practices.
1. We are committed to actions to restore and preserve the environment.
2. We are committed to reducing waste and pollutants, conserving resources, and recycling materials at every stage of the product life cycle (Source: GM Environmental Principles)
Not to diminish GM's standing in the nation's conscious, but they do not pollute our nation's atmosphere nearly as much as Ford; they are only 18th on the list.
We can clearly see where all of this is heading. Masking the process of creating these allegedly sustainable products helps these entities to continue with their Hyper-Capitalist driven agendas.
To finish our discussion, we will turn (once again) to our favorite home improvement retailer; Lowe's.
Well, it seems that Lowe's research department needs put in a little overtime.
The only problem is that Owens Corning was also recently named the 26th worst air polluter in the United States. Not exactly the most sustainable and equitable choice for a corporation that claims to be "stewards of the environment".
So where does this leave us?
It leaves us exactly where we started, with the desperate need to implement and foster a systematic-wide paradigm shift that sheds the cloak of greenwashing in favor of choices and practices that actually make a difference.
And all of you Hyper-Capitalist supporters need not worry; sustainability, equality, and profits are not mutually exclusive.
As previously mentioned, greenwashing extends beyond the masking of environmental degradation in the form of pollution. As consumers, and more importantly, as members of the wider ecological community, we must be vigilant in examining every practice and ideal which greenwashing helps to mask.
It is only through this vigilance that we will be able to achieve the much-needed systematic paradigm shift that will help ensure our social, cultural and ecological sustainability.
No face which we can give to a matter will stead us so well at last as the truth. This alone wears well. -Henry David Thoreau
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