APRIL 22, 2008

“Greenology”

Since today is Earth Day, I wanted to share my new catch phrase for the environmental movement – “greenology”.  I’ve seen a few uses of  this word, including a blog that has it as its title, but is not yet mainstream. So when this term makes its way into Wikipedia, I want credit for being one of the early adopters.

“Greenology” is the recent enlightenment of individuals, corporations, and politicians of the importance of being carbon neutral, environmentally friendly, renewable, earth conscious, cleaner, greener, sustainable, and efficient.  Companies in particular aim to “inspire solutions to the environmental crisis,” “reduce company greenhouse gas emissions,” and “move ‘green’ from costly dream to routine.”  They are “moving to greener pastures,” “implementing scientifically sound, practical solutions,” and “investing in a sustainable future.” 

This wave of corporate eco-awareness spurred by consumer guilt over global warming (thank you, Leonardo DeCaprio and Al Gore, for your conscience-tickling global warming campaigns) is invading every aspect of corporate philosophy.  Companies not on board have a lot to lose.  A recent poll found that 59% of surveyed employees thought their company should do more to be environmentally friendly.  And, 48% of surveyed U.S. adults say they make an effort to support businesses that use ”green” products and/or environmentally friendly practices.  

Polls also show that our collective conscience has become convinced that fundamental change is needed to preserve our long-term survivability. Most people think global warming’s effects are already being felt, and a majority believe the extent of changes brought about by global warming over the next 50 years will be extreme or major.  According to Gallup, 34% of Americans think drastic and immediate actions are needed concerning the environment, while an another 52% think some additional actions need to be taken.

That’s why I am giving it a name.  “Greenology” is not a trend, it is a transformation.  We may have dabbled with environmentalism in the past, but like the women’s movement and the civil rights movement before it, this environmental movement is going to bring lasting change.  And any company that hesitates to see that is lost.