The past twenty years has seen increased focus on care of the environment and the idea of ‘going green’. With the idea of trying to save the planet, this is perfectly understandable, but as a side effect it has lead to the use of ever more violent language against those who use fossil fuels or manufacture plastic, branding companies like BP and BASF as ‘eco-terrorists’.

Likewise, positive terms are over-used (usually in an effort to sell us something), meaning that many products wear the idea of environmentally friendliness. From ‘green technology’ to ‘green plastic’, ‘biodiesel’ to ‘biochemistry’; it all sells.

Whilst this may be effective marketing, does it ensure that the product will be manufactured, processed and disposed of in a safe, healthy and zero impact way? Almost certainly not. Which makes both consumers and suppliers alike wonder if any of these labels are truly fair?

Certainly we should all live our lives with care for our surroundings and with consideration for the impact we have on the environment. Not to do so, would be reckless, but to label a product or service as ‘green’ or ‘environmentally friendly’ must surely mean more than running the idea passed the marketing department.

Instead, it should be a balanced consideration of all processes, resources, manpower, energy sourcing and waste streams, before the tag ‘green’ can be applied. Up to now, this measurement has been very subjective. But not anymore, because now the definition of ‘green’ may finally have been achieved, as a British University team has developed a tool for calculating ‘greeness’.

Following extensive research in the pharmacuetical and chemical industries, they analized numerous parameters to help gauge the efficiency of using renewable resources. They also set up a number of key parameters, to calculate the products environmental impact and energy consumption, as well as including economic parameters. In fact, the tool specifically assesses new technologies to determine the factors for sustainability of production, as well as health, safety and disposal options.

Whilst this may seem like a small step towards saving out planet, it is perhaps one of the more practical ways that we can live and work sustainably. Hopefully it will also mean the end for countless ‘green’ and ‘bio’ products which are not what they claim to be.