The Six 'Sins' of Greenwashing

Green-wash -- verb: The act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service.Sin of the Hidden Trade-OffExample: Household tissues, paper towels, copy paper, etc. Claim: "From a sustainably harvested forest." Question: Is the manufacturer also trying to reduce the impacts of its milling andtransportation? Guidance: Emphasizing one environmental issue isn't a problem (indeed, it can be an effective communication) but it shouldn't hide a trade-off between environmental is sues.Sin of No ProofExample: Shampoos, conditioners, etc. Claim: "Not tested on animals." Question: Shouldn't there be evidence or certification of this claim? Guidance: Company websites, third-party certifiers, and toll-free phone numbers are easy and effective means of delivering proof.Sin of VaguenessExample: Garden insecticides.Claim: "Chemical-free." Question: Is anything truly "free" of chemicals? Water is a chemical. All plants, animals, and humans are made of chemicals. Guidance: If the marketing claim doesn't explain itself -- "here's what we mean by eco" -- the claim is vague and meaningless. Similarly, watch for other popular-but-vague green terms: non-toxic, all-natural, environmentally-friendly, and earth-friendly.Sin of IrrelevanceExample: Oven cleaners, shaving gels, window cleaners, etc. Claim: "CFC-free."Question: Can't all other products in this category make the same claim? Guidance: Ask if the claim is important and relevant to the product. If a light bulb claimed "water efficiency benefits," you'd be suspicious.Sin of FibbingExample: Shampoos. Claim: "Certified organic." Question: In a study, TerraChoice Environmental Marketing found no or false third-party certifications for some products. Guidance: All legitimate third-party certifiers (such as EcoLogoCM, Chlorine Free Products Association (CFPA), Forest Stewardship Council (FSC), Green Guard or Green Seal) maintain publicly available lists of certified products. Some even maintain fraud advisories for products falsely claiming certification.Sin of the Lesser of Two EvilsExample: Organic tobacco. Claim: "Green" insecticides and herbicides. Question: Is the claim trying to make consumers feel 'green' about a product category that is of questionable environmental benefit? Guidance: Consumers concerned about the problems associated with certain products such as cigarettes or lawn chemicals would be better served by reducing their use than by looking for greener alternatives.

The Six 'Sins' of Greenwashing

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