What Shade of Green Are You?

I know green isn't the same color throughout its various shades, but we all get a general concept of what color is being referred to when we hear or see the word. And I thought environmentalism, or being green, was generally the same concept in its various references. But there are shades of environmentalism, as there are shades of green, that further define the person or action. Are you light, dark, or bright green in your environmentalism?

Light Green Environmentalism:
People in this category of environmental action want to protect the environment first and foremost. This is their lifestyle choice, their personal responsibility. So the decisions made by these people support the environment and the peoples of the world. Their approach to purchase includes water and energy conservation, reduced pollutants/chemicals, recycling, and third world support in their selections.

This is different than "lite green" which is a phrase coined to describe greenwashing efforts and products. Too often lite green is used to describe the hospitality industry. I think that needs to change.

Dark Green Environmentalism:
People who feel industrial capitalism causes many of our environmental problems and want political change to make a difference are considered dark green environmentalists. They further feel consumerism comes out of industrialism and it causes, or at least encourages, us to be removed from nature -- alienated from what supports life -- and all of that contributes to resource depletion. Emphasis on economic growth seems to further contribute to environmental problems, and their solution

The dark green environmentalist feels people are an integral part of the environment, and sometimes places more value on non-human species, nature processes, and ecosystems than traditional a environmental movement. It seems the core principle of this movement is one of egalitarianism -- that all living beings have equal rights to live and flourish.

Bright Green Environmentalism:
This style of environmental action came out of the Veridian design movement. It aims for a society that incorporates improved design and new technology to support a sustainable environment. This approach not only protects the planet we live on but also attends to human needs and increases the potential for economic growth. That sounds like an ECOnomically Sound concept to me.

This movement tends towards green or clean energy, hybrid cars and trucks, cradle-to-cradle or closed loop materials cycles, sustainable product design, and much more. Computer technology is a big deal in this movement. The concept with this style of environmentalism is that our quality of life improves while our ecological footprint shrinks.

People in this group believe radical changes in both economic and political practices and philosophies in order to make for a sustainable society. Further, new technologies, widely distributed social innovation, and better designs will support the changes necessary to create the sustainable society they seek. They feel neither protests or shopping will move us toward sustainability. This movement is more about the existing ideas, models, and tools needed to overcome environmental problems. Constructive solutions are more energizing in creating a sustainable environment.

I find I'm a variegated environmentalist. Bits and pieces of these three descriptions describe my attitudes and beliefs. Chances are you can't be pigeon-holed into any one category either. And here's one more environmental approach, the Viridian movement, which I think the hospitality industry can benefit by adopting some of its features.

The Viridian design movement focuses on bright green environmentalist concepts and is an aesthetic movement. It ties together the convergence of social and technological change (which incorporates ethical and social elements), global citizenship, and environmental design which addresses environmental parameters when making plans, policies, buildings, products and programs.

So how does all of this relate to the hospitality industry, and specifically to the greening of the hospitality industry? It's like the various personalities you deal with on a daily basis; it's a reality you need to incorporate into your business policies and practices, employee training, and marketing. Only from an environmental position.

What I mean by that there are so many different environmental attitudes and approaches in the people you interact with it's time to be aware of those differences so you can best deal with them all. It means knowing your market niche so you know what guests and employees you will attract to your greening efforts so your marketing and hiring pieces can reflect that. And of course you have your own biases and attitudes that need to be understood and honed or modified to fit the direction you want to go with your greening efforts.

Concepts that may help you develop and focus on your hospitality greening style are aesthetics, taste, and personal reactions. Aesthetics are the philosophical notion of beauty and relate to emotions, a disgust factor, economic/political/moral values, and are culturally conditioned. Tastes are often the result of our education and awareness of cultural values, and are learned. How does your hospitality venue fit into this growing movement?

Times are changing. What was once seen as "bad" or undesirable can be seen as "good" and desirable, and vice versa. With conviction in your green policies you can remarket your plan to make it palatable to your guests and staff. What shade of green are you? What will you do with your attitudes? How can you make that into an ECOnomically Sound business action?