It's Not Easy Being Green (But It Sure Is Easy To Pretend!)

"Anytime there is a paradigm shift within an industry, like the one we are seeing now toward Green building practices, there are likely to be two camps: Those who truly believe in the new paradigm and whose body of work clearly shows it and the hangers-on who merely try to 'hop on the bandwagon' without really changing the way they do business. The latter camp is so common, unfortunately, that there has already been a term coined to describe those who try to make business-as-usual look 'trendy' and environmentally friendly: Greenwashers. It's a portmanteau of "green" and "whitewashing", and it means exactly what you would expect..."