Gross National Happiness (GNH)

Coined by Bhutan’s King Jigme Singye Wangchuck, Gross National Happiness (GNH) measures actual well-being of a country’s citizens rather than consumption, accounting more fully for social, human and environmental realities. Its premise is that basic happiness can be measured since it pertains to quality of nutrition, housing, education, health care and community life. By contrast, […]


A term merging the concepts of “green” (environmentally sound) and “whitewashing” (to conceal or gloss over wrongdoing). Greenwashing is any form of marketing or public relations that links a corporate, political, religious or nonprofit organization to a positive association with environmental issues for an unsustainable product, service, or practice. In some cases, an organization may […]


A metaphor to describe a movement or change that begins among people with shared interests that they can define and act upon collectively. As a noun it refers to ordinary people in a community or organization. As an adjective it refers to the origin or basis of a principle, idea, or movement.

The Global Sullivan Principles (GSP)

Created by Rev. Leon Sullivan during his service of the Board of General Motors in the 1970s, these principles were a proposed means to dismantle aparthied in South Africa. The principals are a code of conduct that organizations voluntarily adopt to ensure basic human rights and equal opportunity employment in the workplace. The GSP is […]


A selection of consumers defined by the Roper ASW Green Gauge Report as disinterested in “green” or environmental issues. In 2007, these customers represent 19% of the total American consumer population. They tend to view environmental issues as too big and complicated to address.

Greenback Greens

A sector of the market defined by the Roper ASW Green Gauge Report as interested in “green” or environmental issues but not always willing to spend extra to support their ideals. In 2007, these customers represent only 10% of the total American consumer population (up from 6% two years earlier) but are still more educated […]


In macroeconomic terms, the increase in the value of goods and services produced by an economy or activity measured as the rate of increase in real GDP after adjusting for inflation. New definitions of growth in terms of sustainable management seek to define it not by the growth in the value of goods and services, […]

Greenhouse Gas

Gases produced from human activities that trap solar radiation and thus contribute to climate change and the destruction of the ozone layer. These include: CO2 Carbon Dioxide CH4 Methane HFCs Hydrofluorocarbons (a class of several gasses) N2O Dinitrogen Oxide PFCs Perfluorocarbons (a class of several gasses) SF6 Sulfur Hexafluoride

Green Design

The design of products, services, buildings, or experiences that are sensitive to environmental issues and achieve greater efficiency and effectiveness in terms of energy and materials.


A common metaphor referring to environmental association based on the shared secondary color of many plants. It is often used to associate products, organizations, political parties, or policies with environmentally sensitivity.