I can’t claim to have been in the forefront of the environmental movement, although I have just installed a hyper-efficient condensing boiler at great expense (the old one was done for).
So it has come as something of a surprise to discover that various tones of ‘greenness’ have been catagorised and documented.
This knowledge was triggered by a reference to Light Green – The Eco-chic Emporium.
According to Wikipedia, light greens are just one of three shades of green.
“Light greens” see protecting the environment first and foremost as a personal responsibility. They fall in on the transformational activist end of the spectrum, but light greens do not emphasize environmentalism as a distinct political ideology, or even seek fundamental political reform. Instead they often focus on environmentalism as a lifestyle choice. The motto “Green is the new black” sums up this way of thinking, for many. Though many environmentalists of all stripes use “lite green” to describe products or practices they believe are greenwashing.
In contrast, “dark greens” believe that environmental problems are an inherent part of industrialized capitalism, and seek radical political change. Dark greens tend to believe that dominant political ideologies (sometimes referred to as industrialism) are corrupt and inevitably lead to consumerism, alienation from nature and resource depletion. Dark greens claim that this is caused by the emphasis on economic growth that exists within all existing ideologies, a tendency referred to as “growth mania”. The dark green brand of environmentalism is associated with ideas of deep ecology, post-materialism, holism, the Gaia hypothesis of James Lovelock and the work of Fritjof Capra as well as support for a reduction in human numbers and/or a relinquishment of technology to reduce humanity’s impact on the biosphere.
More recently, “bright greens” emerged as a group of environmentalists who believe that radical changes are needed in the economic and political operation of society in order to make it sustainable, but that better designs, new technologies and more widely distributed social innovations are the means to make those changes – and that society can neither shop nor protest its way to sustainability. As Ross Robertson writes, “[B]right green environmentalism is less about the problems and limitations we need to overcome than the “tools, models, and ideas” that already exist for overcoming them. It forgoes the bleakness of protest and dissent for the energizing confidence of constructive solutions.”
As well as being light green, you can also be light black, by adopting an Ecofont. As reported on SpringWise, Dutch creative agency Spranq has developed a font called the Ecofont that’s designed to extend the life of ink cartridges and toner. This new font has lots of tiny blank circles resulting in a saving of up to 20 percent less ink than standard fonts.