Green Options

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Jacob Malthouse doesn’t have a plan to make a profit. His business, Big Room,Inc. has just released its first product, ecolabeling .org to address a need in the market, a need for some way to make sense out of all the labels making green claims… not to make money.

Spoken like a true social entrepreneur, I told Jacob when I spoke with him this week.

Ecolabeling.org addresses the challenge that many of us have: What do all of these certifications, seals of approval, standards and verifications actually mean. Is it truly green or is it just greenwashing? The independent database of over 300 labels (and growing) seeks to provide a one stop site for information on all types of green labels.

When I decided to start my own business, I knew that I wanted it to be green. Of course, my definition of green could be quite different from everyone else’s. There are varying shades of green, which makes it very difficult to quantify or define. Perhaps this is why there are so many different green certifications, seals, labels, and standards out there. With the dizzying array of options for green and sustainable certification available, it’s hard for a business owner to decide which certifier to use or if it’s even worth bothering at all.

Since I’m trying to start a graphic design studio, I started by searching for a green certification agency that specialized in creative services. It seems that many of the certifiers lack standards for service-based businesses, as most focus on products. The only design specific green “certification” that I found was the Design Can Change Pledge, a voluntary pledge for designers who commit to move towards sustainable practices. The site includes many ideas for going green as well as a great introduction to what sustainability in graphic design means, but doesn’t offer certification for green design businesses. As of yet, there’s no LEED for the graphic design industry.