February 2009

Going Green, Greener, and Greenest
By Andrea Fox, Ms. Green Quick Fixes

“The ultimate measure of a man is not where he stands in moments of comfort and convenience, but where he stands at times of challenge and controversy,” said Dr. Martin Luther King, Jr.

The same can be said about going green.

In our modern world, it’s definitely a challenge. And we have a controversy on our hands: human technological and scientific progress is causing natural resources to be used at alarming, unsustainable rates. And the ecological impacts which result from human civilization? There are numerous examples of disenfranchised ecosystems, destroyed habitats, and dire environments.

However, the green movement is now large enough that it’s on the radar screen of many political leaders. In the business world, it’s in an expansion phase somewhere between recovery and boom. If it were a product—going green would be in a strong growth phase, characterized by the emergence of an engaged early majority of consumers.

Consumers are making a commitment to go green.

As more and more consumers stand up and go green and recognize their need for greener products and services, numerous manufacturers, retailers, businesses, organizations, and tradesmen are heeding the call.

Businesses have started a journey to go green.

Numerous businesses are taking steps to go green, and in the process, they are propagating real green change in their various industries. Some are learning to walk this path (green and greener) while others are experienced leaders (the greenest).

Green is not a buzz word. It’s a process.

Go Green Web Directory is here to unite Massachusetts consumers and businesses that are truly going green. We support green business initiatives and provide tools, knowledge, and resources for consumers.

We ask businesses that are listed or advertise on Go Green Web Directory to tell us why they are green, so consumers will know that these businesses are making a difference. Directory members and advertisers may be green, greener, or greenest, and keep seeking to improve processes. They are working hard to put measures in place and are making sure they are not affecting the environment more than it needs to be effected.

Go Green Web Directory has turned away advertisers that are not really practicing green and may be looking to greenwash themselves by advertising on a green directory.

Massachusetts is where we live, breathe, and go green.

Green is good for our economy. But for businesses, it can be expensive in the short term. As consumers, we reward these businesses for their efforts.

We’re doing our part to leave behind a world that’s a better place.

Going green is a passion that often necessitates lifestyle changes caused by making more environmentally responsible choices. We do this because our planet is in peril, and we want to reverse the damage and make the world better than we got it in the first place. We want to pass these practices on to our children so they will continue to improve our communities.

We live in a world of excessive behavior. Everything’s packaged, prepackaged, and individually packaged. It’s difficult to resist the temptation of convenience. But we can make better choices and better decisions by changing the way we are living, working, and playing.

While individual consumers should ensure that the green businesses they support are taking acceptable measures, all of the businesses on Go Green Web Directory are going green, greener, or greenest.