The Seventh Sin of Greenwashing

The topic in an interview by Joel Makower on GreenBiz radio was about the seventh sin of greenwashing, which is “Worshiping False Labels” The Eco-Revolution is occurring at a fast and furious pace, and greenwashing is running out of control. Greenwashing refers to companies marketing their products to appear green but do not tell the whole story. Some of the ways companies green wash is by being too vague, fibbing or employing business strategies that are the lesser of two evils.

The latest sin was exposed by Scott Case of Terra Choice. He talks about the realization that everywhere you look; companies are developing eco-seals without any substantial requirements behind them. You can also look up certifications and find there are many people and organizations willing to certify you or your business without any requirement except cash.

Presently there are no regulations to protect consumers against false seals. This is bad for consumers but also bad for legitimate organizations looking to make a difference. Eco-concern is not new but is still in its infant stage. Until there is some kind of general consensus, here are some things to look for behind the seal or certification.

Find out what conditions need to be met before the product can bare the seal. Is there a standardized model for certification requirements or is it hit or miss? Look for transparency behind the seal or certification.

You will find the National Association of Eco-Friendly Salons & Spas (NAEFSS) had developed a standardized model well before launching its Association. The certification process is complex and detailed. There are over 90 points available when addressing verification requirements in the certification packet. This is not LEED certification. It is NAEFSS certification developed by a LEED Accredited Professional dedicated to award certifications specifically suited toward the Salon & Spa industry.

Third Party certification is the best way to confirm a business is what it says it is. And NAEFSS has everything you are looking for in terms of true Certification. Go to www.naefss.org and register for certification today.