It’s becoming increasingly difficult to say that going green is not convenient… tools are being rapidly developed to help us connect to all the rockin’ eco-products and services out there… very exciting times!  A couple weeks back GenGreen, a leading green directory, and 3rdWhale Media, a provider of mobile solutions for the sustainably savvy, joined forces to create GenGreen Digital Media.  Their site, GenGreen Life, has made itself into the largest eco-directory in the North America, featuring over 55,000 business, non-profit, and government agency listings… yeah wooh!

The merger of Gen Green and 3rdWhale is pretty fly for a couple of reasons.  First and foremost, their skillsets compliment each other really well… GenGreen Life is a fantastic website, complete with events and educational nuggets, and a corresponding iPhone app developed by 3rdWhale (FindGreen) allows users to access the extensive directory on the go.  Move to a new city and looking for a local food co-op, an eco-salon, or a green home remodeler?  This is your one stop shop!

Another cool aspect of the merger was how the process itself transpired… Before connecting, both GenGreen and 3rdWhale had been independently developing their own databases of information… they were each others’ strongest competitors.  Earlier this year at the Lifestyles of Health and Sustainability (LOHAS) conference in Boulder, executives from each company crossed paths and quickly realized that they were better friends than foes.  Not only was a head on collision avoided, but an idea of ‘radical collaboration’ was introduced… both parties recognized the business opportunities of sharing.  GenGreen would have access to 3rdWhale’s growing database, while 3rdWhale had greater opportunity to develop its media applications…. looks like the executives passed kindergarten, eh?  Ya know… sharing is good : )

So kind of a cool story where everyone wins… both businesses are jazzed ’cause their service offerings grew, and eco-savvy folks like you and I win ’cause we get the hookup with a dominant website and iPhone app… awwww, can you feel the love?


About Joshua Foss

Joshua is a leading voice for transformational change. He is the editor of Metro Hippie, co-founder and director of development of the Ecala Group, and adjunct faculty at the Minneapolis College of Art and Design. He is also an ambassador for the Living Building Challenge and is a frequent speaker at national conferences, trade shows and summits.