During my workshop at Liberate Earth Day events at the Info-shop, there was one last example that I wanted to talk about, but Klee moved my notes, then quickly lost them. Here is the ad.

I really geeked out with my dictionary and etymology dictionary trying to figure out how a bus can be “ecological.” Lets take a look.

Ecological is defined as “of or relating to the science of ecology.”

okay, so ecology is defined as “the branch of biology dealing with the relations and interactions between organisms and their environment, including other organisms.”

Hmmm, the “relations and interactions between organisms and their environment.” Can a fuel efficiant bus help us understand these relations and interactions? No, it’s rediculous. In fact, if we go back to the original meaning, ecology doesn’t even necessarily have anything to do with science.

If we look at the etymology of “ecology,” we discover that although it was coined in 1873, by German zoologist Ernst Haeckel as “Okologie,” it originally came from the Greek word “oikos” which means “house, dwelling place, habitation” + -logia, which is “the study of.”

So stripped down, ecology really means understanding where you live. And a bus, by definition, accomplishes the opposite. It takes us from point A to point B in a contained vehicle on top of asphalt, disallowing us to experience the world outside as we travel. If a bus did travel on this grass, it would tear it up within seconds.

In my talk, I discussed “sustainability,” “eco-friendly,” and “green.” None of these words have standard industry definitions. It is more important than ever to develop what I like to call, your “green” bullshit detector.

If anyone comes across “green” ads like this, please send them to me. I’m starting a collection.