B.S. factor

John Mayer

Despite Kermie’s claims to the contrary, companies are finding it’s pretty easy being green—or at least pretending to be. “Everybody is looking at what they are selling and seeing how they can fit into the green marketing niche,” says Urvashi Rangan, project director of Consumer Reports’ Greener Choices (greenerchoices.org). TONY, using her expertise, measured the B.S. factor of five supposedly enviro-friendly entities.

Furniture

What’s the deal? Crate and Barrel and Pottery Barn are marketing eco-friendly wares, like C&B’s Bento line made from high-yield renewable bamboo.

Why it smells like B.S.: Is the $2,000 price tag for the Lockport Apartment Sofa worth telling your friends you have a sustainable place to sit on your ass and watch TV?

Is it B.S.? “It’s not totally B.S.,” says Rangan. “But when people see general claims like sustainable or natural, they don’t mean anything.” An educated consumer must look at all materials, like the foam, frame and glues. That Lockport features wood certified by the Sustainable Forestry Initiative and cushions made from soy-based polyfoam. In your face, Jennifer Convertibles.

Car rental

What’s the deal? Hertz offers the Green Collection, including cars like the Buick LaCrosse and the Ford Fusion, which you can pick up from the JFK Airport location. All cars in the Green Collection get 28 miles per gallon or more. For every such car rented, Hertz will also donate a buck to the National Parks Foundation.

Why it smells like B.S.: Um, it’s still a car. Teach tourists how to use a subway map or hail a cab. Or just throw them the keys to one of the SUVs also offered on the lot. Whatever.

Is it B.S.? “[Fuel efficient models] are certainly better. You’re going to save more money on gas and conserve more,” Rangan says. But she also points out that the EPA labels lauding fuel economy can be misleading or incorrect. Rangan directs potential drivers to the Greener Choices website to see how cars truly stack up. “It’s even better to take public transportation wherever you go,” she says.

Bread-n-Brie

What’s the deal? Bread-n-Brie, a food delivery service à la FreshDirect, advertises green delivery. BnButlers, as the delivery folks are unfortunately called, use refrigerated carts to hand-deliver food to the NYU area, the Upper East Side and Long Island City.

Why it smells like B.S.: BnButlers may cut down on air and noise pollution, but fewer trucks also mean less gas, an important cost-cutting measure for a start-up company in a field where many have tried but few have succeeded.

Is it B.S.? “Transportation is a big, big factor when it comes to greenhouse gases. Bread-n-Brie may conserve gas, but ultimately the food has to get delivered to them,” says Rangan, who suggests farmers’ markets and community-sponsored agriculture collectives that sell only local foods as the truly green alternatives. Fortunately, the company uses mainly local purveyors.

Greening the manse

What’s the deal? How many governor’s wives does it take to charge a fluorescent lightbulb? Silda Wall Spitzer’s pet project of late has been the greening of the executive mansion in Albany. Plans include installing solar panels, switching from gas to electric mowers and outfitting the staff with hybrid vehicles.

Why it smells like B.S.: Does this reflect true concern about the environment, or is it just a chance to impress Tipper Gore at the next Democratic fund-raiser?

Is it B.S.? “It’s still something,” Rangan says. “With these new technologies, it’s going to take big people to make big advancements. We live in a culture where there needs to be a movie or Oprah coverage for people to learn about an issue. And frankly, I don’t have a problem with that.”

Live Earth

What’s the deal? The 24-hour, seven-contitnent concert series—founded by Live 8’s Kevin Wall—unfurls Saturday 7, aiming to “trigger a global movement to solve the climate crisis.” The Police, Rihanna and John Mayer, among others, are part of the Giants Stadium gig—visit ticketmaster.com for a seat, or watch everything live on NBC or at liveearth.msn.com.

Why it smells like B.S.: This thing intends to “build awareness” and “inspire people to action,” but for some reason, watching Kelly Clarkson fawn over Al Gore doesn’t make us so excited about saving humanity.

Is It B.S.? “It takes events like Live Earth to tip the balance,” says Rangan. “The event is meant to rally the troops, and hopefully be a chance for people who were not talking about the issue to start talking about it.” She adds that only time will tell of its effectiveness. “For the issue to have staying power, it’s going to need more than just a concert. People need to make lasting change,” she says.