But by modern standards, I really wouldn’t classify myself as particularly “green.” I recycle, but only when it’s convenient. I bike to class, but only because parking is so expensive. And I do buy energy-efficient light bulbs, but I just spent last Sunday night decorating my house for Christmas, and those suckers are staying on all the time, so the two probably cancel each other out. But I care, and at least I’m aware, right? And recently I’ve become even more conscious of how important it is to be a friend of the Earth.

You might ask what has brought about my recent eco-consciousness. After all, Earth Day isn’t for another five months and the Copenhagen Conference isn’t for a few more weeks. To be honest, I’ve been thinking about the environment thanks to the one medium that makes me think of anything: television.

If you weren’t aware, NBC Universal just wrapped up Green Week, an annual event wherein almost every channel owned by NBC showcases some environmental or “green” aspect in its programming. For example, Dwight on “The Office,” dressed up as an environmental robot “Recyclops,” and Al Gore made a special guest appearance on “30 Rock,” where he had to depart quickly to save a distressed whale. Some of these “green” aspects are obvious and some are obscure, but all are pretty awkward and really contrived.

This is the same NBC, mind you, that will light up an enormous 76-foot-tall Christmas tree Dec. 2. I don’t know facts and figures, but I’m pretty sure cutting down a perfectly good evergreen and lighting it up for a month isn’t great for the environment. Which raises the question — how can NBC be so eco-friendly one week and then go back to business as usual the next?

The fact of the matter is that this whole “going green” business is just that — a business. The “green initiative” is being exploited just as much as the earth it seeks to protect. And this exploitation isn’t just limited to NBC’s brand of environmental entertainment (enviro-tainment?), it extends to a lot of other areas, too.

For example, look at MSU’s own national commercial advertisements. Nick Drake’s “Place to Be” plays soothingly in the background while displaying the text, “We salute our scientists & leaders, scholars & students, working to make the world a greener place … After all, we’ve been green from the beginning.”

The sentiment is nice, and I certainly salute all those folks, too. But the message, while true, reads like a hipster saying they liked Lady Gaga when she was still Stefani Germanotta or before she went insane — it might be true, but that doesn’t make it any less pretentious. MSU does a ton to advance technology and indeed make the world “a greener place.” But one can’t forget that our university, like everyone else, is trying to capitalize on “being green.” We wouldn’t be flaunting our green initiatives if it wasn’t at least a little bit profitable to do so.

Now, before all the tree huggers out there attempt to strangle me with their hemp bracelets, I want to make it clear that my displeasure doesn’t come from the green movement itself. Rather, it’s the exploitation of the movement that’s the problem. Companies, politicians and other groups have exploited the movement in an effort to turn a profit or get a vote. And this exploitation can be pretty effective: “If startling statistics about the ice caps don’t convince you, maybe this picture of a drowning polar bear will. Buy FIJI Water.”

Having something be “green” has become just another way to sell it, whether it be a television network or a major university. It’s the new “fat free” or “low carb.” By stating something is better for the environment, it removes the guilt of the consumer and makes them feel like they are, in some small way, making a difference. And although it’s true that every little bit helps, a lack of guilt also can result in a lack of will to change. And if the only thing we change is the kind of light bulbs we buy, are we really making a difference in the long run?

A lot of good has come out of the green movement, and I hope it continues. But we as a society need to make sure we keep the focus on making the world greener, not our wallets.

Dan Faas is the State News opinion writer. Reach him at faasdani@msu.edu.