UNITS OF ECO-CONSCIOUSNESS: OPINION PIECE

Ken Musgrave, the Director of Dell´s “Experience Design Competencies” is guest-blogging at Fast Company this week and wrote an interesting piece about the value of “sustainability” but more importantly, what it really means to consumers.  I recommend reading the post and forming your own opinion but I was particularly drawn to his idea of measuring units of sustainability… “While many want to make purchasing choices that support sustainable lifestyles, they are rarely equipped to do so. Our society needs a universal standard for measuring and comparing “greenness.” We have food labels showing calories, fat grams, and protein grams as units of measure that help us make informed decisions around our nutrition. We need similar, well-structured and credible sources to help us make informed decisions around carbon impact, recyclability, and other critical factors of sustainability.Imagine a consumer at Target choosing between the disposable bamboo plates and disposable plastic plates and checking a label with the green score to help with the choice. We can even call the labels something catchy–like “Greenies.” “Hey!” A suddenly triumphant husband calls to his wife. “These bamboo plates are only 3 Greenies–those plastic plates are 5!”"

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