The Corporatization of the Green Industry

In recent years, independent media as well as mass media and the Internet have all played key roles in raising awareness about climate change. Now, scientists from around the world have all reached a consensus that climate change is real and is most likely caused by human created greenhouse gases.

Since Al Gore's documentary film "An Inconvenient Truth," many people have decided to take action in their personal lives to help alleviate some of the problems that contribute to climate change. Progressive cities around the country and around the world have taken leadership roles to promote their commitment to sustainability to tackle climate change.

This ever "greening" world has most definitely spurred an interest in an emerging 'green' market. Consumers are buying non-toxic or natural cleaners, they are purchasing toilet paper made from 100% recycled material, they are buying hybrids, and organic food. An entire shift in consciousness has been made to a growing percentage of citizens that notice the importance of environmental awareness.

Almost as if the corporate world wouldn't notice, so called 'green' products and services have poured into the market to meet a growing demand of green consumers. Some of the products that have long been on the shelves of local health food stores, have now been making their way into corporate grocery stores like Safeway. In recent months, a competitive market has begun to emerge with a variety of green products seen down Safeway supermarket shopping aisles.

Safeway's own Organic brand has even been slowly creeping next to the once traditional food brands we've all grown up to recognize. People take comfort in knowing that the food they eat is organic. The trend is very clear, people want to help the planet and also help themselves by purchasing the least toxic cleaners, and the healthiest food for their bodies.

Corporations like Clorox have capitalized on the green industry by introducing a brand called Green Works. It is 99% natural, and is basically competing with already established green companies like Seventh Generation. The fact that a major cleaning brand such as Clorox has entered the green market with the approval of the Sierra Club, says that we can expect to see more greening with all the products we have come to know.

A quick look at the commercial lineup on CNN, and you will notice that nearly 1 in 3 or more of the commercials are about something to do with being environmentally friendly. Out entire society is being green-washed! I believe we are on the right path to a greener world, and people must remember that it is the consumer demand that creates the market and not the other way around. The fact is, a greener world can put the green in your wallet as well as stand for environment we all inhabit.

Something I learned from Safeway corporation this last Saturday (during the celebrated Earth Day) was that they annually purchase 87 million kilowatt-hours of renewable energy. They currently have two dozen renewable solar projects under development with a projected output of more than 7,500 megawatt hours per year. It's great news to hear that corporations are finally taking notice of issue's that obviously mean a lot to a lot of people.

I still urge most people to shop at your local grocery stores, health food stores, and farmer's market if possible. The impact on the environment is considerably less due to the fact that the products haven't been shipped from hundreds or even thousands of miles away. But if your local stores and community aren't available, it's nice to know you can stroll over to your 24-hour Safeway and still buy green.

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