The Green Movement is a very diverse social or cultural movement that shares a common environmental concern and which often embarks on political action, mainly of a reformist or radical nature. ‘Green’ roughly means ‘environmentally friendly’; ‘greening’ roughly means ‘environmental improvement’. Reich (1970), writing about the possibilities for a new development ethic after the demise of the corporate state, was probably the first to use ‘greening’. The use of green terminology increased after the mid 1980s in politics and as a popular alternative to ‘environment’, soon becoming common in media discussions.