Green Products or Greenwashed Products?

I've heard it said that Green is the new Black. In fact, you can’t avoid the furious media onslaught of green advertising bombarding the American public these days. But as the saying goes, “buyer beware,” because not all companies toting their green products are actually living up to their promises. As consumers we have to be smart about our purchases, look into these companies, and demand that standards be set so that companies can’t continue to “greenwash” their products and company policies.

Greenwash is described by Greenpeace’s website to monitor greenwashing, www.stopgreenwash.org, as "the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service.” The Greenwashing Index is a website dedicated to helping customers evaluate marketing claims, serving as a watchdog organization to keep businesses honest, and to stimulate the demand for sustainable business practices. Greenwashing Index compares greenwashing to whitewashing, only with a green brush. Whitewashing, in politics, can be defined as “a coordinated attempt to hide unpleasant facts.” Greenwashing, then, is a coordinated attempt to hide unpleasant environmental facts.

Greenwashing is also an attempt by companies to prove their social legitimacy. Public opinion is now strongly in favor of increased environmental responsibility and companies that are not responding to that public opinion may soon find themselves out of business. Greenwashing products might provide some short term profits, but if the public finds out that they have been lied to, serious backlash against the company could occur.

Companies can paint their products with different types of greenwash. Terra Choice Environmental Marketing has identified 6 “sins” of greenwashing in their 2007 sampling of products. The Sin of the Hidden Trade Off, the most prolific of the sins, is committed by suggesting that a product is green based on a single attribute without attention to other important environmental factors, such as paper products that claim to be made of recycled material but don’t mention manufacturing processes. The second most prolific sin is the Sin of No Proof, which constitutes any claim that cannot be substantiated by a reliable third party or easily accessible supporting information, such as household lighting that claims energy efficiency without any supporting evidence or certification. The next most prolific sin is the Sin of Vagueness, which is exemplified by any claim so poorly defined or broad that its meaning could be misunderstood by consumers. The Sins of Irrelevance, Lesser of Two Evils, and Fibbing make up only less than 6% of the sins committed by the marketing of Terra Choice’s sample products. Some products are guilty of a single “sin” in their marketing but any combination of sins is also possible.

So how can we know that what we are buying is really eco-friendly and not just hype? First, do your homework. (especially for big purchases) Did you know that half of all hybrids currently on the market are no more fuel-efficient than their non-hybrid versions? Second, look at multiple environmental issues rather than at one, single issue. Third, look for products that have been certified by a qualified and independent third party such as EcoLogo or Green Seal. Finally, look for evidence of the 6 sins of greenwashing.

References:

"Boxer-Lieberman-Warner bill in the senate: Dirty energy in the name of climate protection", (2008), available at: www.risingtidenorthamerica.org/wordpress/2008/05/29/boxer-lieberman-warner-bill-in-the-senate-dirty-energy-in-the-name-of-climate-protection/ (accessed 15 November, 2008).
Ellison, J. (2008), “Save the planet, lose the guilt”, Newsweek, 7-14 July, available at: www.newsweek.com/id/143701/page/1 (accessed on 11 November, 2008).

Greenwashing Index, available at: http://www.greenwashingindex.com/ (accessed 11 November, 2008).

"Hippyshopper's guide to: Spotting greenwash" (2007), available at: www.hippyshopper.com/2007/11/can_you_spot_gr.html (accessed 15 November, 2008).

Stop Greenwash, available at: http://www.stopgreenwash.org/ (accessed 11 November, 2008).

Terra Choice Environmental Marketers, available at: http://www.terrachoice.com/ (accessed 11 November, 2008).