"A World Consumed By Guilt"

Someone sent me this article from the NY Times last week and it felt like the writer had been eavesdropping on my morning commute musings. Mainly, it talks about how "buying green" has become so mainstream that it's practically trendy. Problem is, most people aren't equipped to evaluate the claims of "eco-friendly" products.

Here's a quick peek:
"No matter how sincere fashion designers may be in their efforts to embrace the green movement this season, consumers may find themselves perplexed by how to gauge the environmental impact of the many products that claim to be eco-friendly. After factoring in the fabrics used in clothes and how they were produced, the real benefits of soy versus organic cotton versus recycled polyester may be slight, or confusing, or quite possibly misleading."

In other words, we need help with evaluating our choices. I believe most of us want our choices to actually matter, not just to FEEL like they matter. That's where I think Good Turns At Every Turn can help.

Here's the danger of not having enough info. The less we understand, the more often we get hoodwinked by false or dicey claims, the more cynical we'd become about buying eco-friendly or socially-responsible products. Then we're back where we started.

And that would be a damned shame.