Gort cloud

The gort cloud is “a vast, largely invisible and growing (environmentally-aware) ‘ community that sieves, measures and exchanges information on environmental (green) products and services.” [1] “The community includes NGOs, government agencies, certifying groups, academics, eco-tech specialists, business alliances, green media including green business news, sustainable designers, foundations, other social networks, conferences, trade shows, events, competitions, green blogs, special interest groups, and trendspotters-to name just a few. ” [2] The book examines the marketing and brand-building experiences of sustainable businessesin America and discusses the gort cloud concept. It was critically reviewed by TreeHugger in December 2008. [3]

The gort cloud is analogous to a social network : “A social network is a social structure made of nodes (which are the individuals or organizations) that are tied by one or more specific types of interdependency, such as values, visions, ideas, financial exchange, friendship, kinship, dislike, conflict or trade. ” In this case, the shared values ​​are of concern for the environment and the desire for more sustainable products and services.

The gort cloud can thus be thought of as a particular type of social network with inherent social value . According to Robert Putnam, “social networks have value.” “Just as a screwdriver (physical capital) or a college education (human capital) can increase productivity (both individual and collective), so too social contacts affect the productivity of individuals and groups”. [4] In this case, the goal is the group Increased generation of sustainable and socially responsible goods and services, and the use of unsustainable Decreased or socially irresponsible goods and services. The gort cloud is not limited to social networks; it contains green social networks. [5] [6]


Unlike social network services like Facebook or MySpace That “focus on building online communities of people Who share interests and activities, or Who are interested in exploring the interests and activities of others”, [7] nobody created the gort cloud, and no person or organization controls it. “The gort cloud is simply an interconnected group of people with a common cause: the health and preservation of our planet.” But unlike consciously created social networks, no one dreams of the gort cloud or organized it for a specific purpose. it just exists as a fluid community. ” [8]

An example of the use of the gort cloud can be seen in the marketing of the book The Green Collar Economy [9] written by Van Jones . Jones used the outreach to the green community (gort cloud) and to other special interest communities to push his book up and onto The New York Times Best Seller list . “Using a Web-based, viral marketing strategy, Jones and Green For All , an environmental organization he recently founded, worked to get the word out of his book. The New York Times Best Seller list in the book’s first week. ” [10]

How the gort vets individual products and services

The gort cloud vets green products and services in a process similar to academic peer review . Once a new green product is introduced, the ‘community’ will analyze it and judge it. Both experts and non-experts can investigate claims and check facts. “All this is made possible, of course, by the Internet – ALTHOUGH the gort cloud is not simply a collection of websites It is not an appearance of the Internet at all It uses.. Email and the Internet as well as book publishers, magazines , radio, television, trade shows, and green events to communicate. [11]

Origin of the term “cloud gort”

According to the book, ” The Gort Cloud, ” the author created the name:

The inspiration for that lies in the cloud Oort , named after the astronomer Jan Hendrik Oort . The Oort cloud is a large field of stellar debris that orbits the Solar System . We can only detect it electronically and view its effects, mostly in the form of the occasional comet it tosses back into our neighborhood. This seems to be the most powerful way of describing the world, with a vast green network made up of untouched bits and pieces.


  1. Jump up^ Seireeni, Richard (2009). The Gort Cloud . Chelsea Green Publishing. ISBN  1-60358-061-1 .
  2. Jump up^ Richard Seireeni,The Cloud Gort, Chelsea Green, 2008Author’s Website
  3. Jump up^ Book Review: The Gort Cloud
  4. Jump up^ Robert Putnam, “Bowling Alone: ​​The Collapse and Revival of American Community”, Simon and Schuster, 2000
  5. Jump up^ Fehrenbacker, Katie, earth2tech,10 Green Social Networks You Should KnowApril 11, 2008
  6. Jump up^ Dunn, Collin, TreeHugger,TreeHugger Picks: Green Social NetworksFebruary 7, 2007
  7. Jump up^ Wikipedia entry:Social network services
  8. Jump up^ Seireeni, Richard, “The Cloud Gort”, Chelsea Green, 2008Author’s Website
  9. Jump up^ Jones, Van, “The Green Collar Economy”, Harper Collins, 2007
  10. Jump up^ Sabloff, Nicholas, “How to Environmental Activist Van Jones’ Book” The Green Collar Economy “Reached The NYT Best Sellers List”, The Huffington Post, October 20, 2008
  11. Jump up^ Seireeni, Richard, “The Gort Cloud”, Chelsea Green, 2008

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