The illusion of green

Common sense is missing when we claim green revolution. We see green everywhere. In advertisements. In packaging. In corporate promises. Governments, institutions, and brands wave the green flag high. But beneath this vibrant hue lies a murky reality—one where green is often just a color, not a commitment. What is green? A label. A shade. A promise. What should be green? A practice. We speak of green. But act as grey.

Take a closer look

For example, a small paper straw, hailed as eco-friendly (greener)  invention, comes wrapped in a polythene cover. The truth is, much of our green revolution is superficial. It’s greenwashing—a term coined to describe deceptive practices that make products or policies appear more environmentally friendly than they truly are. Governments worldwide push green agendas.  The policies framed promise for net-zero emissions, clean energy, and biodiversity conservation. But often, these greener promises remain on paper.

In Kashmir, the story is no different. The majestic rivers, lakes and streams struggle against encroachments and pollution. The karewas, fertile lands once thriving with saffron and almond trees, are dusted. On the domestic front, greenwashing thrives too. Many households proudly display potted plants on walkways, terraces and varanda’s. A little down, we concretised every nook and corner of our houses. We segregate waste for a day and mix it back the next. Green practices begin and end at our convenience. Our festivals, weddings, and celebrations generate mountains of waste. Disposable cutlery, plastic decorations, synthetic flowers—all short-lived, all damaging.

What can I and We do?

At home, we must switch to reusable products—cloth bags, steel cutlery, glass containers. We can reduce waste by reusing and recycling. We can compost kitchen waste. We can minimize water and electricity use. At community level, we should own surroundings and participate in frequent cleanup drives and awareness campaigns. Government can enforce strict environmental regulations, not in papers, but in practice.

Beyond Greenwashing

The shift from greenwashing to genuine green requires a change in mindset. It starts with acknowledging the problem. We need to call out false claims, support authentic green initiatives, and hold accountable those who misuse the "green" label. Media can play a powerful role. Publications like Greater Kashmir can highlight stories of real change. Award and reward local heroes who practice sustainability. Allow projects that restore nature and policies  that prioritize the environment over profit.

Educational institutions must nurture eco-consciousness. Young minds, if trained early, can become lifelong ambassadors of green practices. The focus should not just be on theory but practical experiences—nature walks, community cleanups, workshops on waste management, and more.

Conclusion

Nothing is green—not yet. But it can be. If our actions match our words. If green is not just a colour but a commitment. If policies are not just drafted but implemented. If businesses look beyond profits and embrace responsibility. Real green is not hard to find. It is in the cloth bag you carry, in the sapling you nurture, in the light you switch off when not needed. It is in every small action that respects nature.

Let us not settle for a world where green is merely painted over the grey. Let us strive for a world where green is the core—deep, genuine, and life-giving. Until then, nothing is truly green.

By: Dr. Mohammad Ashraf Bhat