Expoloring the top 10 "Signs of Greenwashing"

Greenwashing – A form of Marketing or Public Relations that link a business to environmental causes while practicing unsustainable business strategies.
The following is a list from Greenbiz.com, pointing out areas to watch were Greenwashing occurs. I have added a few comments I think are relevant to the cause for our industry.
1. Fluffy Language – Words or terms with no clear meaning (e.g. “eco-friendly”) though I think the term eco-friendly is grossly over used; there are times when the word is used to get right to the point and is accompanied by clear definition. Don’t be afraid to use these terms, just be prepared to back them up.
2. Green product vs. dirty company – This refers to companies who make green products but do not close the loop by using green packaging or employing green business strategies during the manufacturing processes. What good is producing a green product if you leave a larger than necessary carbon footprint.
3. Suggestive Pictures – Green images that indicate an unjustified green impact (e.g. flowers blooming from exhaust pipes) Companies do this because consumers respond to visuals even if they are misleading, don’t be fooled.
4. Irrelevant claims – Emphasizing on a tiny green attribute when everything else is not green. When a company is looking to increase sales they look to trends to see where they fit in. Anything Green is Hot right now so a company will do one green thing and ride it for all it’s worth.
5. Best in Class – Indicating they are slightly greener than the rest, even if the rest are pretty terrible. And says who? Again many consumers will just assume this statement is backed up by fact.
6. Just not credible – Eco-Friendly cigarettes – Greening a dangerous product doesn’t make it safe. Here again the company is just jumping on the green bandwagon to make more sales, not because they can offer any environmental improvement to the quality of life.
7. Jargon - Information that only a scientist could check or understand. My personal favorite and struggle to promote and support true green products and practices. I depend on experts in other fields and my members to let me know if something is not what it says it is.
8. Imaginary friends - A label that looks like a third party endorsement except that it’s made up. Everyone is making up their own seal these days and there is no regulation at the moment to protect the consumer. Made up seals are not necessarily bad, and you will see many as the green movement grows. There is no regulation for these seals so make sure the requirements make sense to you. Third part endorsements are typically the best way to discover a product or service is what it says it is.
9. No Proof. It could be right, but where the evidence? This is where transparency comes in. Try “Show & Tell” with facts to back up your claims.
10. Out right lying – Totally fabricated claims or data. Marketers can be very good at deception. Don’t feel bad if you are fooled, learn from it. Remember “Fool me once, shame on you . Fool me twice, shame on me.”
These are just some of the ways a business will use the green movement to their advantage. Your best defense is to be informed and do your best to support companies whose efforts are measurable. Keep in mind, a company is not going to throw out their best seller to be considered a green company. There are many consumers out there that will not switch from their favorite products to a green product line. In those cases it’s nice to know you are doing business with a company who is practicing other green business strategies in order to compensate for the product they are making, such as purchasing energy credits for manufacturing the original brand while offering an alternative to those who want to be loyal to the company without using less than green products. The best you can do is be aware and stay informed.

Sustainability, a personal view

The fall of our Nation’s economy and Climate change, are two of the events that have impacted our view of the word sustainability. One fueled by greed, tipped off by the failing housing market and the other fueled by green house gas emissions and the ambivalence of people as to how their actions are effecting our environment. Though seemingly unconnected, we know better, we used up currency as well as our natural resources as if there was a never ending supply.1 We were a run-a-way freight train heading for disaster, and these two events touched most people in some way.

Enter the new buzz word “Sustainability” not new to those who have been fighting for environmental reform. But know, most are not studying sustainability and making it there life’s work. Most will not think about sustainable practices because they are going through life with blinders on focusing on their immediate wants and needs. The definition of sustainability has been vague at most and used to assist those who wish to attach themselves to the trend of being environmentally responsible, while in reality they are not.2 It’s my hope that transparency becomes the norm so others can differentiate between those who are green and those who are Greenwashing.

Past history and a combination of other cultural and world views are essential to successfully implementing sustainable practices. Sustainability, related to survival in business terms, means making profits for your stakeholders. In regards to life itself, the stakeholders are the human race and Mother Earth, and profits are clean air, pure water, beautiful forests and healthy human beings. We all have rights to enjoy the gifts of the earth, exploiting those gifts to extinction would ultimately lead to extinction of the human race.3 As always education and communication is the key to a Sustainable life. The definition of sustainability will always evolve to meet the current needs of society, while the focus will remain be to live in harmony with the environment.

References:
1. Anderson,R.( ).The Business Logic of Sustainability. Ted Talk. Retrieved (October 5 2009)from http://www.youtube.com/watch?v=PKMoOL16WD4
2. AtKisson, A. (Sept.-Nov.2001).A Quest for Sustainability. IONS Review #57. 4. Retrieved (October 5 2009)from http://www.noetic.org/publications/review/issue57/main.cfm?page=r57 AtKisson.html
3. Our Responsibility to The Seventh Generation: Indigenous Peoples and Sustainable Development. P19. Retrieved (October 5 2009)from http://www.ilsd.org/pdf/seventh gen.pdf