The largely negative human footprint on the environment is undeniable and becoming increasingly apparent. This issue transcends boundaries, race and creed, as the natural world is impervious to man’s artificial borders.  We believe it is everyone’s moral and civic duty to act in any manner that stops or even reverses the current trend.

We are also painfully aware that human behaviour is difficult to alter, and that incentives matter when it comes to nudging businesses towards a more environmentally conscious operating philosophy. In the end, every business, small or large, has to mind its own bottom line, regardless of the personal beliefs of its managers. It is by affecting this bottom line that we believe our endeavours can make a difference.

The numbers of those who consider environmental degradation to be one of their top priorities are increasing daily, and environmentally conscious shopping is a trend that has become a deep pattern, especially in the industrialized West. We are certain that by tapping into these preferences, companies can increase their environmental sustainability as well as their profits. We believe that sustainable profit growth need not be incompatible with environmental sustainability, especially if shoppers’ preferences reflect distaste for environmentally destructive products and processes. We are certain that we can adjust the way businesses view the environment by rewarding with higher profits those that take concrete steps to preserve it.

To this end we have founded Green of Web, an environmental certification website that enables businesses to send a clear signal to their customers:  “We care about our footprint on the planet!” We are confident that such signals will not go unnoticed, and that in a short time our green certificates Green Site Award will come to represent a high quality of environmentally friendly practices.  By unifying and centralizing the certification and evaluation of environmentally sound practices, we believe that we will be able to standardize environmental rankings among small and medium size businesses. This will enable consumers to easily differentiate between those who are truly committed to the environment, and those who are simply taking advantage of the lack of a unified ranking system. This they will be able to do by simply checking whether the company whose products or services they are considering for purchase, has our seal of approval.

At first compliance will be voluntary, as this project is small in size. However, this need not be always so; we intend to slowly build up a network of checks and balances that discourages shirking. We have great faith in our idea, and we are anxious to see a reversal of the largely negative trend in business practices as they relate to the environment. We are fortunate to have been given a chance to help preserve our planet and we take our responsibility to do so seriously. We hope others will join our effort to help the environment by making profits contingent on environmental sustainability. With a large momentum, our idea and cause cannot but succeed!