Green Consumers Need to Do their Homework

Posted on June 9, 2011. Filed under: Gary's Blog | Tags: , , , , , , , , |

We’ve won the initial battle of the market revolution to bring “green” to the mainstream consumer. But the campaign to dramatically change corporate culture and the American business paradigm has just begun. Far from resting on their laurels, green consumers need to do additional work now to ensure the initial gains are not lost in a flood of green washing. 

Green products are everywhere you look. It’s hard to find a major corporation that does not either sell a green product or at least have a sustainability statement. Organic products are sold at corporate super markets, green power is sold by the biggest utilities, and I wouldn’t be surprised if even Exxon-Mobil rolled out a green product. As a green consumer, you now have a myriad of choices at prices that are competitive with non-green products. But before you go to McDonald’s to buy that organic hamburger, think about the real reason you are shopping for green products.

There are generally a few prime motivators in green purchasing. Primarily, these motivators range around the desire of the consumer to reduce his/her direct environmental impact. It is the primary motivation for the widest range of green consumers. If this is your primary motivating factor, the company you buy the product from matters less than the product itself. However, as green consumer sophistication increases, the company who makes or delivers the product plays a larger role in the decision process.

The sophisticated green consumer understands that voluntary purchases on their own will not make enough of a difference to solve the environmental problems we face, especially climate change. Buying a green product from Exxon, for example, may help to reduce your personal carbon footprint, but it could actually be argued that it harms the overall effort to reduce carbon.

When you give your business to non-green companies for a green product, they take the earnings and they invest it into all the activities they do, including lobbying to kill any progressive environmental or consumer protection bill at the state or national level. This is important because we know that in order to solve climate change and other major environmental issues, we need to change the laws of our states and our nation, and to have a strong international agreement. Individual actions alone, while extremely important, cannot solve the problem.

Green consumers who bought green energy from Clean Currents know that their dollars went to reduce their personal carbon footprint, and that the impact of their dollars was magnified by our company’s actions on behalf of the planet. These actions include being the only energy company in Maryland to advocate for Governor O’Malley’s offshore wind bill, and for a consumer protection bill. They include reducing our company’s environmental impact through our sustainability policies. And the actions include the example we are setting for a new business paradigm, the Benefit Company. Clean Currents is the only energy company in the area that is certified by B-Corp for our sustainable operations, and that has our commitment to sustainability and the “public good” actually baked into our legal corporate DNA. Finally, green consumers know that any investment we make in the company with their money is for more green products. We are exclusively green. It’s all we do.

Unfortunately, if consumers purchased from some of the other companies that sell green energy in our region, they perhaps inadvertently gave their money to kill offshore wind, to kill more aggressive solar standards, to kill consumer protection, and to operate a business in the old paradigm. Some of their money may have gone to support development of more polluting sources of energy.

Thus, it’s more important than ever for green consumers to do their homework. Reducing your personal carbon footprint is important, and I am a strong advocate for that. It shows leadership in your community, it makes a difference, and it’s the right thing to do. But now we need to take it to the next level. Before buying from a company, see what their stance is on legislation vital to the environment. See if they mainly sell polluting energy and only do a little green. See if they have an independent third party verification of their sustainability practices. And please do not simply take the company’s word for it! “We’re sustainable, trust us!” is not good enough. Trust but verify, as a former President once said. Take the extra few minutes required to get a good idea of what the company actually does, not what it says.  We can discredit green washing if consumers learn to make well-informed choices.

 

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Non-Profits + Clean Currents = Love

Posted on July 22, 2010. Filed under: Recommendations | Tags: , , , , , , |

At Clean Currents, we’ve always had a special place in our heart for non-profits. Though we’re a for profit company, we often say we have a non-profit mission– we believe that businesses have a responsibility to protect and improve our environment. We worked with numerous non-profits to control their electricity costs, green their operations, and further their missions. 

By locking in fixed rates for electricity with Clean Currents, non-profits can protect themselves from market fluctuations. Clean Currents has also helped non-profits get even better rates by coming together in buying groups and purchasing electricity in bulk.

A recent Montgomery County buying group included Manna Food Center, Guide Program, Montgomery Housing Partnership, Paint Branch Unitarian Universalist Church,  Montgomery County Coalition for the Homeless, Housing Unlimited, Mental Health Association of Montgomery County, Jewish Council for the Aging of Greater Washington , Montgomery Hospice, Montgomery Preservation, National Capital Trolley Museum, The Arc of Montgomery County, St. Luke’s House, and Unitarian Universalist Church of Silver Spring.
Our associates give non-profits personal attention by promoting them in this newsletter, on twitter, our blog and our website. Beyond that, we get involved in events through sponsorship and attendance. As a local company, we have an interest in the development of the community around us. Our GNEC program is an innovative fundraising mechanism that gives money back per sign-up to further the non-profit mission. All in all, Clean Currents and non-profits are a great match!

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