Forbes On Greenwashing and Green Scamming

scam.jpgIn my opinion, 2007 is going to be a landmark year for environmental awareness. But some of that awareness will, unfortunately, come in the form of cynicism over green washing and even scamming. Aside from large corporate PR stunts that may be all smoke and mirrors, many small scale “entrepreneurs” are getting on the green band wagon in less that savory manners, according to this article in Forbes.
But I’m not too worried about it. In any boom time (And for green businesses the boom time is on the horizon) there will be a certain number of charlatans. A few publications will write articles highlighting some of them and a small handful of people will raise a stink saying that the whole green movement is a sham. They’ll quickly calm down when the multitude of legitimate businesses carry on.
PS – Why are so many scam companies headquartered in New Jersey or Florida? I’ve smelled that pattern before, am I hallucinating?

Nick Aster is a new media architect and the founder of has grown to become one of the web's leading sources of news and ideas on how business can be used to make the world a better place.

Prior to TriplePundit Nick worked for Mother Jones magazine, successfully re-launching the magazine's online presence. He worked for, managing the technical side of the publication for 3 years and has also been an active consultant for individuals and companies entering the world of micro-publishing. He earned his stripes working for Gawker Media and Moreover Technologies in the early days of blogging.

Nick holds an MBA in sustainable management from the Presidio School of Management and graduated with a BA in History from Washington University in St. Louis.

2 responses

  1. I think cynicism over green washing can be beneficial to a point to provide quality control. There are so few well established and understood standards, such as LEED (leadership in energy and efficient design) or ISO 14001. A healthy dose of cynicism may do some good. What I tend to find less productive is when motives are questioned. I don’t really care why Walmart is going green; the impact is what matters.

  2. Nope, you’re not hallucinating – not about this anyway, whatever else is going on is strictly your business Nick. I’m in NY, we send our ne’er-do-wells to NJ and FL. And for the scamming that can go on over the green movement – yes, it’s a potential problem but that’s also kid of a sideways compliment. Only when a movement is viewed as credible does it have the ability to be used as a front by scammers.

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