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Posts Tagged ‘Loren Mooney’

It was great listening to Loren Moony, the editor of Bicycling Magazine, and BSNYC on the show On Point with Tom Ashbrook on NPR today. I Thought I would share the link if anyone is interested. My wife and I are big fans of Tom and I really enjoyed the fact he dedicated a show to bicycles!

Cyclist Culture: Loren Moony and BSNYC on On Point with Tom Ashbrook

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I don’t subscribe to Bicycling magazine, so I don’t get to read the editors introductions all too often. It just so happens my grandmother-in-law likes to send me things about bicycles. In the mail today, I got the September issue of Bicycling magazine courtesy of her. Who knows how she got it, but that’s not the point. Loren Mooney, the editor-in-chief of this publication, wrote a letter to the readers entitled “It’s Easy Being Green”. She starts the piece by announcing this issue of Bicycling is the Green issue, even though there is nothing to indicate this on the cover and none of the content is different than usual. She then goes on to say that Bicycling magazine is “Green” every month. Why? well because cycling is green! Thus, her logic is that her magazine is “green” as well. This, ladies and gentlemen is GREENWASHING!!!!

I couldn’t find an online version of this prime example of greenwashing, so I scanned the magazine page.

It's easy being green

It's Easy Being Green by Loren Mooney

She goes on to say that cyclists are more environmentally friendly people. She backs this up with personal anecdotes. So, because Loren grows her own lettuce and buys organic milk, ALL cyclists are more environmentally friendly than the rest of the population. right! Also according to Loren a characteristic of being environmentally friendly is noticing those ugly bottles, cans, and trash on the side of the road as well as breathing, and appreciating fresh air. Gee wiz! according to Loren, all you have to do to be green is ride your bike, enjoy fresh air, and dislike garbage on the side of the road! This may even give you more ideas, like buying local and organic food products. So, after you go on your evening training ride dressed in spandex riding your titanium steed that was just upgraded to Dura-Ace last season, you can sit down to an organic dinner and a copy of Bicycling magazine and know that you’re helping the earth. And just in case your feeling a little guilty about buying a magazine printed on paper every month, Loren assures us that bicycling recently switched to paper stock that use’s “slightly less fiber” and ink that is “vegetable based“. Oh boy, so instead of switching to FSC certified and recycled sources, you decided to uses “slightly less fiber“. Apparently the reduction in the fiber is so small, she had to use the word slightly. I’m not impressed Bicycling magazine, and I hope your readers are smart enough to recognize this poor attempt at greenwashing.

What is greenwashing? Simply put greenwashing is a company’s attempt to jump on the eco-friendly/green/sustainable band wagon without actually doing anything except change their marketing. You can read more on wiki. They want people to think “wow, that Bicycling magazine sure is doing their part to save our fragile planet” when actually, they are doing absolutely nothing. In fact, I could argue that they are doing more to hurt the earth then if Loren never wrote that pathetic piece of marketing crap. How? by the very act of greenwashing! There are legitimate companies out there trying to do their part to be more sustainable and eco-friendly, but when a company partakes in greenwashing, the consumer has a tougher time determining what is a legit green product, and what is not. This pulls attention away from the companies that are actually trying to help our Earth. Companies who greenwash essentially muck things up and it pisses me off!

Bicycling magazine really could do a green issue. They could interview community bicycle shops that work tirelessly to get used bicycles back on the road. They could promote steel bicycles over carbon fiber. They could eliminate their advertisements and articles promoting titanium. They could eliminate car advertisements in the magazine. They could feature articles on Bamboo bicycles and the people who build them. They could print their magazine on 100% post-consumer recycled paper. They could showcase the clothing companies using wool instead of synthetics. They could focus on bicycle commuting over bicycle racing. These things are just a minimal start. I can think of hundreds of things they could do for a green issue!

I’m angry! I’m angry because Loren and Bicycling wrote this piece as a strategic marking move and nothing more. It distorts the view on companies that really do care about the earth and strive to make sure it’s habitable for generations to come. This is just another example of the bicycle industry being way behind.  Just because you ride a bike does not make you “green”. It takes a lot of hard work to live your life in a sustainable way. It is not “easy“. Riding a bike instead of a car for transportation is one way of being more sustainable, but if you drive your car to work everyday and only ride your bike in the evenings and weekends, you’ve done more harm to the earth than if you never bought a bike in the first place. Why? Because in order for you to be a “green” bicycle owner, you have to use it instead of your car, otherwise, your doing more harm than good by purchasing a non-sustainable bike product. Bicycling magazine owes it’s entire community an apology for trying to mislead them.

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