Remember when the word "awesome" was meant to describe something that, well, inspired awe? Today it has devolved into an everyday expression often meaning not much more than "OK". Mom: "Want mac & cheese for lunch?" Kid: "That'd be awesome."
The more a word is used the less power it coveys. This applies to business jargon especially. Speakers who use "outside the box", "paradigm shift" and "disintermediate" can be sure they will not be confused with communicators of fresh ideas.
Which brings us to today's hottest, most overused, business buzzword: "Green". When used to describe a product or service that is sustainable, or in some way possesses a lower carbon footprint than a competing version, a green label helps a consumer make an informed, conscientious buying decision.
Sort of.
With over 300 "eco-labels" and certification programs available to manufacturers today, Kermit the Frog could now be singing, "It's Easy Being Green." Retailers and consumers are growing agitated with the recent proliferation of green labeling, lamenting the confusion it is causing among buyers and sellers alike. In future posts I will offer examples of what to look for when assessing products that call themselves green, and how to use "life cycle analysis" to measure a product's true sustainability.
How simple it would be if there was only one true green label for every product. Buying decisions would be easy and we'd all feel confident about our purchases. I think that would be awesome.
The more a word is used the less power it coveys. This applies to business jargon especially. Speakers who use "outside the box", "paradigm shift" and "disintermediate" can be sure they will not be confused with communicators of fresh ideas.
Which brings us to today's hottest, most overused, business buzzword: "Green". When used to describe a product or service that is sustainable, or in some way possesses a lower carbon footprint than a competing version, a green label helps a consumer make an informed, conscientious buying decision.
Sort of.
With over 300 "eco-labels" and certification programs available to manufacturers today, Kermit the Frog could now be singing, "It's Easy Being Green." Retailers and consumers are growing agitated with the recent proliferation of green labeling, lamenting the confusion it is causing among buyers and sellers alike. In future posts I will offer examples of what to look for when assessing products that call themselves green, and how to use "life cycle analysis" to measure a product's true sustainability.
How simple it would be if there was only one true green label for every product. Buying decisions would be easy and we'd all feel confident about our purchases. I think that would be awesome.
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