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Another Inconvenient Truth

Turning Green

6 Sins of Greenwashing

The trend for going green has infiltrated the American consumer - from the grocery shelves to the department stores, the coffee shops to the gas pumps, from sea to shining sea. With consumers taking greater interest in cause marketing and purchasing products that benefit a greater good, marketers, in particular, are reaping the benefits of becoming Mother Earth's newfound best friend. However, a study published by TerraChoice may have consumers questioning the truth behind claims of going green.

In a study by TerraChoice, "The Six Sins of Greenwashing (November 2007)," a key finding revealed that 99.9% of green claims are "bogus or misleading." TerraChoice based the criteria on six factors, or "sins," to determine if a company is "greenwashing," a phrase coined to mean the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service. In the study of 1,018 products, only one product successfully passed all tests criteria posed by TerraChoice, including the sin of hidden trade off, the sin of no proof, the sin of vagueness, the sin of irrelevance, the sin of fibbing, and the sin of the lesser of two evils. To read more about the study and its implications, visit Six Sins of Greenwashing.

As reports such as these confront consumers, we will surely see skepticism increase for green claims. As uncertainty grows, we may expect tighter government regulations to monitor these claims and ensure sufficient evidence to support a company's green efforts. In the meantime, several councils offer consumers advice and tips on how to separate bogus claims from valid green efforts across the industry. Consumers are encouraged to look for seals of authentication by reputed agencies like EcoLogo, Chlorine Free Products Association (CFPA), Forest Stewardship Council (FSC), Green Guard and Green Seal. These companies maintain public lists of approved products. It's also encouraged to nose around, ask questions, and fact check. In truth, the most motivated consumer who believes in saving the planet will make the extreme life changes necessary to provide the example other consumers can follow.

Going green, by all means will show deep impact in the minds of consumers. But as TerraChoice points out, marketers must balance the fine line between "selling" a benefit and understanding the true implications behind green claims. According to TerraChoice, "Avoiding greenwashing does not require waiting for a perfect product. It does mean that sound science, honesty, and transparency are paramount."

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