| For every positive action in nature, there is an | | | | 1. Sin of the Hidden Trade-Off - a product is |
| equal negative reaction. Yin and Yang. And so it | | | | claimed "green" for a single attribute |
| has been since history began. The Green | | | | 2. Sin of No Proof - A "green" claim that cannot |
| Movement is no different. | | | | be substantiated. |
| Now that a growing number of consumers are | | | | 3. Sin of Vagueness - Claim is either too broad or |
| becoming educated on the environmental issues | | | | ill defined and easily misunderstood by consumer. |
| facing us all and wanting to do their part to | | | | 4. Sin of Irrelevance - Claim may be truthful, but |
| protect the health of their families , employees, | | | | unimportant in making a decision on that product. |
| communities and planet, a new evil comes lurking | | | | 5. Sin of Fibbing - Making environmental claims that |
| out of the shadows. This evil is not easily | | | | are simply false. |
| recognized as it is dressed in friendly green garb, | | | | 6. Sin of Lesser of Two Evils - These are "green" |
| and comes with promises of purity and | | | | claims that may be true within the product |
| environmental benefits. | | | | category, but that risk distracting the consumer |
| It's known as "greenwashing". The watchdog and | | | | from the greater environmental impacts of the |
| testing agency, Terra Choice Environmental | | | | category as a whole. |
| Marketing/Eco-Logo defines greenwashing as: "the | | | | The Green Movement is still in its infancy and is |
| act of misleading consumers regarding the | | | | just starting to build trust among people now |
| environmental practices of a company or the | | | | concerned about the environment. These are |
| environmental benefits of a product or service." | | | | people who, in many cases, are now willing to pay |
| With the amount of money being spent each on | | | | more for a green product. Should that product |
| year on green products and services increasing at | | | | not be green or live up to its promises, many |
| a rapid pace, it's no wonder individuals and | | | | new green consumers will lose faith in the |
| companies who prior, had little concern for the | | | | movement as a whole. |
| environment, are rushing to portray themselves | | | | It's easy for companies to tout their own horn on |
| and their products as green. | | | | how green they are. When possible, consumers |
| What is the extent of this practice? In an effort | | | | should look for product certifications from |
| to describe, understand, and quantify the growth | | | | governments and standard setting bodies such as |
| of greenwashing, TerraChoice Environmental | | | | EcoLogo and Green Seal. However, not all small |
| Marketing Inc. conducted a survey of six | | | | and medium size companies can afford the fees |
| category-leading big box stores. Through these | | | | required for testing by these agencies. Companies |
| surveys, they identified 1,018 consumer products | | | | in this category, and those in the service industry, |
| bearing 1,753 environmental claims. Of the 1,018 | | | | should review their own company practices, set a |
| products examined, all but one made claims that | | | | plan for their own green initiatives, and strive for |
| are demonstrably false or that risk misleading | | | | professional third party recognition of their efforts. |
| intended audiences. | | | | With all that is at stake, no company can afford |
| Each of these greenwashing claims fell into one of | | | | to be on the "dark side" and lose the confidence |
| six categories, labeled by TerraChoice as the "Six | | | | of the new green consumer. |
| Sins of Greenwashing". The categories included: | | | | |