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The Meaning of Green

The commonplace color description has gone from euphemism to buzzword and back again. Co-opted by big business, the definition becomes murky.

By Debra Hazel | Updated on October 02, 2008

Kermit the Frog’s song is officially out of date: it’s not only easy being green these days, it’s positively trendy. From developments to cleaning products even to investment funds, “green” has evolved from an ideal to a goal to an integral part of a name.

Coop America, a pioneer in environmental awareness, officially will change its name to Green America on Jan. 1, 2009. Founded in 1983, the Washington, DC-based nonprofit has promoted environmental sustainability, combining it with social justice concerns. “Green is the way to go, and changing our name to Green America signifies a green future for everyone,” says Alisa Gravitz, executive director.

It’s taken a while to get to that point. The first “Earth Day” was held in the United States in April of 1970, but environmental matters went on the back burner in the years to follow as the United States turned its attention to political and social concerns. In the 1990s, awareness began to pick up, increasing to its current status.

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