Look out, it’s nearly the 40th anniversary of Earth Day (now a month-long affair) and companies everywhere will be grasping at tenuous links to the occasion, vying for the green in your pocketbook. And what are we doing? A green pop up shop , of course, at the Port Authority Bus Terminal, in the heart of the busiest part of New York. We are doing this in conjunction with the Times Square Alliance and NY’s Fashion Center Business Improvement District, which is trying very hard to bring more sustainable businesses and retailers to New York. Is this a wise thing for a green business to be doing? After all, creating a short lived store space, then carting off and disposing of all the related materials that went into making it can be quite wasteful. Pop up shops have been largely used by big companies in metro areas in hopes of drawing people out into the suburbs where their full time store is, encouraging additional driving. Why would a sustainability-focused business like ours do such a thing?