By Joel Makower
I’ll admit to entering the halls of Greenbuild — the mammoth green building conference and expo, held last week in Phoenix — with a cynical theory: Greenbuild would be filled with greenwash. I assumed that with nearly 1,100 exhibitors, up 25 percent from the previous year amid a horrid economy, the U.S. Green Building Council, the event’s organizers, had lowered its standards, accepting anyone that had a green story to tell. It would be, I surmised, a case study in what happens when green goes mainstream: that good intentions and high standards give way to the lowest common denominator of the mass market. We’d seen it before with organic foods, where just about any fat-laden, additive-intensive food could be deemed “organic.” I assumed history would repeat itself here.
I’m happy to report that I was wrong.
Read the rest of Joel’s glowing report at GreenBiz.com.
