Recently I spoke with a young man who is employed in sustainable operations at a ski resort in my home US state of Montana. After he described the various practices by which they seek to minimize the environmental impact of the resort's operation, I asked if he might like to share some of his successes in this very space. His answer was polite but firm; he preferred discretion. "And," he added, "I hate the word green." Surprised, I asked for a qualification of his statement. When words failed him, I offered a little help: "Because the term has become 'yuppie-fied'?" He was emphatic. "Exactly."

In my first column I wrote about the dangers of overuse of the word 'sustainability'. I'm sure many of you already grasp a sense of my message this time around; however there is a marked if subtle difference. Overuse of the sustainability label dilutes the strength of its import because it is applied to concepts having little or nothing to do with achieving sustainable resource use. However misuse of the term 'green' is perhaps more insidious still because it obscures the line between what works and what does not in this sustainability project of ours.

Acknowledging this fact, I have sought in four short steps to demonstrate how you can begin to go green... for real.

1. Be skeptical of "green product" labels issued by manufacturers and distributors. Some may be legitimate; many are not. Investigate them. The principal variables are the raw materials of which a product is made and the energy expended to produce it (and to get it to you). Remember, producers of "green products" fail to remind us that we should be consuming less.

2. Go beyond simply recycling your waste. Recycling is the beginning of a process; for it to come full circle, you must purchase products made from recycled content as well.

3. Invest green. Educate yourself and choose corporations which are socially and environmentally responsible for your capital investments. However, as your institutional investor will be quick to remind you, this cannot come at the cost of sacrificing diversity in the portfolio. Seek responsible companies which operate across a wide range of sectors and industries.

4. Maintain your vehicle so as to achieve maximum fuel efficiency. This seems obvious but its effect is so great that it warrants the emphasis. Incomprehensibly massive quantities of fuel are burned every single day by people who commute long distances, often alone. Regular tune-ups, new air filters, and maintenance of proper air pressure in tires can all allow for significant increases. This of course is not to mention the desirability of carpooling or "e-commuting" where possible.

Many people suffer from a defeatist sort of fatalism toward "going green", failing to believe that such seemingly insignificant behavior modifications can yield an effect. But if adoption is widespread, the aggregate effect could be tremendous. These suggestions are intended to be a beginning. Be willing to invest a little bit of time. See what works, what does not. Often there are conflicting professional and scientific opinions. Make your own assessments, be bold, and go green... for real.

Copyright (c) 2008 Jackson Kern