In the article by Jim Motavalli about the term 'green' in today's society, he talks about Jay Westerveld, an important figure in founding today's green movement who termed the phrase greenwashing, which essentially describes corporation's tendencies to use the term green as a front to save money in other ways (Westerveld identifies hotels asking you to not leave your towels to be washed in order to save water, which is simply saving on cleaning costs). As an architect it is important to see 'green' for what it is, and not to fall victim to the greenwashing of big business. As sustainability becomes more and more important, due to population issues and depleting resources, a small improvement in energy efficiency and a profit for corporations will no longer cut it.
Article:
http://www.dailyfinance.com/2011/02/12/the-history-of-greenwashing-how-dirty-towels-impacted-the-green/
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