#10 – Greenwashing is now a familiar word. It can be described as a deceptive marketing tactic aimed at promoting a product or an organization based on unproven or unmerited environmental claims. In March 2009 TerraChoice revealed that “98% of products committed at least one of the sins of greenwashing”. Although the environmental consulting firm identified seven sins, we condensed them into three, which in our opinion are the most used and also represent the worst type of greenwashing. These practices are perversely dangerous, as they tend to add confusion and mistrust about green claims.

-       Misleading claims: They are legion and although consumers are becoming better educated in green, it is still not an easy road to navigate on when one is overexposed to words that we rely on to make a responsible purchase: “biodegradable, sustainable, natural, recyclable and so on.” For instance everything at one point in time will biodegrade, even if it takes 100 years (such as metal). “Made with natural ingredients” in personal care or home products as even 0.2% of a synthetic chemical might very well be toxic to human. Recyclable, yes, everything is potentially recyclable but most products are way too costly to recycle and will never be; instead, they’ll end up in land field and eventually be burnt. Are you able to discern between true and false claims? Well, I thought so. Ecolabeling and guides offer different solutions but none yet has been able to deliver a comprehensive and easy-to-use solution that empowers green consumers of all shades and forms.

-       The hidden impact: Definitely the most deceiving marketing form of greenwashing ever. It’s used to hide a negative impact, usually environmental or health. Manufacturers of untested chemicals have become experts at manipulating the public in hope we’ll forget to question them about their product safety. Although this is the most obvious and perverted form of the “sin of hidden trade-off”, it is unfortunately found literally in every industry, to the point I am wondering if marketers are aware they’re sinning while doing it.

-       Underachievement: The worst action of all is yet to be easily spotted. Hence an organization does something good for the environment or for its employees or community, does it mean they suddenly became socially and environmentally responsible or did they just buy themselves a new virginity?  Too many organizations have been playing the social responsible card abusing customers’ credulity. Should we call this Greensheen or Greenshading?

What’s the trend for 2010? TerraChoice noticed a 79% increase in the number of green products among the stores they visited, which is a good sign. However, it also means that the words we dearly rely on will be abused even more. It also means that we are in dear need of a tool that will help us find answers to “what’s really green” and do business with “who’s truly sustainable”.

Download TerraChoice 2009 report for more about greenwashing and its different forms.

Trackback URI | Comments RSS