Google and swirls of misinformation

I was recently forwarded serveral articles about the on-going debate around the carbon cost of Google searches. A Harvard University fellow conducted a study that claimed every single Google search has a significant environmental impact. Alex Wissner-Gross claimed, as reported by this article, that the carbon cost of a Google search is seven grams of carbon:

Performing two Google searches from a desktop computer can generate about the same amount of carbon dioxide as boiling a kettle for a cup of tea, according to new research.

You better believe that Google had a response, which they posted to their website, claiming the really cost was 0.2 grams. That's quite a discrepancy. They also went out of their way to point out the major environmental efforts Google claims to have undertaken. Of course, Google is not generally very forthcoming about the environmental impacts of their business, so it's not entirely comforting if they only respond to attacks. A company of Google's considerable clout might consider being more proactive in the future -- scrutiny around green business practices will only intensify in the coming years.

That's not to say that Mr. Wissner-Gross should be without suspicion. In the article, he's described being a co-founder of "a business which sells IT companies carbon credits to help them go carbon neutral." Think he might have an agenda? I don't know the guy from Adam, and he may well have the integrity of George Washington. But the sad fact is we really don't have any way of knowing -- it's a he-said, she-said game.

So what's a lonely, eco-conscious person supposed to do? Unfortunately there isn't an easy solution. Consumers are often thought of as passive, but the power of our choices is immense. 'Green' is a rapidly growing business trend, and there are powerful incenvites for companies on all sides. As more and more green products hit the market, and more companies make claims about their eco-friendly buiness practices, the picture will only become murkier.

Navigating through the information and misinformation will be tough, but it's essential to truthfully making more eco-friendly choices. My best advice: try to stay informed as best you can.