The September/October issue of The Futurist magazine includes Erica Orange’s article “From Eco-Friendly to Eco-Intelligent.”  As posted on the World Future Society website, here is a brief summary of the piece:

Around the world, growing numbers of consumers are purchasing supposedly eco-friendly products such as organic clothing, energy-saving light bulbs, and reusable shopping bags. But how much is actually known about these products, and are they as environmentally beneficial as they claim? Consumers are repeatedly told it’s okay to consume everything that’s eco-friendly, but the cumulative effect of that consumption on the environment is immense.

The article also talks about the importance of reexamining our current waste streams, and thinking not in terms of cradle-to-grave, but cradle-to-cradle.  This shift in thinking will be revolutionary.  In the future, being green will mean taking into consideration the entire life cycle of a product when designing it. By successfully integrating eco-design principles into products and services, companies will be able to gain a key competitive advantage.  As the pace of change increases, organizations will more frequently feel the pressure of societal tides like “social responsibility” and “environmentally friendly.” Transparency and authenticity is crucial.

If anyone would like a copy of the PDF, please email us (info@weineredrichbrown.com).