If going green is as easy as everyone is saying, it's only going to get harder as more organizations and companies create their own certifications and rating systems for sustainability. LEED remains the gold standard for green building and development practices but few others come to mind as the definitive authority elsewhere.
In general, any business directly involved in food production, for example, containing at least 70% organic ingredients, can use a certified organic seal on packaging. In fact, it seems like just about any company that is doing at least one thing responsible can claim and promote a green badge of their own, thus making it even harder for consumers to make the right choice.
This is a complicated problem that will eventually work itself out. In the meantime, perhaps there is a way for someone to simplify the choices consumers face into black and white decisions. If we truly believe that every little bit helps, would 50% good be enough for now? In other words, by simply educating consumers that a particular product is less harmful or more harmful, better or worse, perhaps we might start to change people's buying habits.
The latest advertising campaign for Six Flags makes us laugh and actually inspired us to write this article. In simple terms, it rates what is less fun and what is more fun on a scale from one to six flags. Now imagine if a green marketer had created this campaign, demonstrating what is more harmful and what is less harmful for the environment. Simple. Funny. Entertaining. And to the point. Sold.
While this pop culture approach may not be the best solution, and could easily be misappropriated by greenwashers, the rather ambitious notion of an either/or rating system is certainly worth striving for.
  
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