Green intelligence is a simple rating system that ranks the environmental impacts of various products (Turk, J., & Bensel, T., 2011). The ranking system’s primary goals, are to educate consumers on the environmental impact of the products they purchase, and to send a message to corporations about producing environmentally friendly goods. The developers of green intelligence are hopeful, that once the consumer is educated, they will start to purchase products that are less harmful to the planet. This process will get businesses to pay much more attention to the environment, because they don’t want to lose money. Green intelligence developers hope that companies who are create environmentally sound products will profit from them. This profit will basically be a reward, and help companies to desire to be environmentally friendly. This will much more advantageous than just regulating and enforcing environmental legislation.
Market-based approaches are certainly a step in the right direction, but it is doubtful that they would be enough to save the environment. It would take a wholesale effort in changing peoples’ attitudes about their lifestyles to save the planet. Everyone needs to be more concerned about pollution, water conservation, recycling, and a host of other practices humans do to truly save this planet. There is no doubt that getting corporations to fall in line with environmentally safe products and manufacturing processes would be greatly beneficial, but the average human being will still have to care. That is the end result. Will people change their lifestyles and attitudes? Do they really believe it is necessary? Are they willing to make sacrifices if necessary, and do things differently? It has always been more about greed and selfishness more than anything else. If industry does lead the way, remarkable steps can be made. Wal-mart has recently stated that they will help with green intelligence, and develop a sustainability index for rating their hundreds of thousands of products (Goleman, D., 2009). It is a huge start, but much more needs to be done.