Misleading Marketing Boosts Green Image
Companies Use Falsehoods to Claim Environmental Benefits
Apr 18, 2009
“Greenwashing” is the act of deliberately misleading consumers into believing that a product or service is good for the environment, or that a company is following good environmental practices.
Most Products not what they Claim to Be
A company called TerraChoice Environmental Marketing Inc., which is based in Ottawa, Canada, has gone out into the marketplace to see how common greenwashing has become. The results were published on April 15, 2009.
TerraChoice President and CEO Scott McDougall said in a news release: “The bad news is that TerraChoice’s survey of 2,219 consumer products in Canada and the U.S. shows that 98% committed at least one Sin of Greenwashing…”
The Seven Sins of Greenwashing
- Sin of the hidden trade-off. Playing up characteristics of a product that are green and remaining totally silent about something that isn’t. A bathroom cleaner splashes “CHLORINE FREE” on its label but doesn’t mention that it still contains other toxic ingredients.
- Sin of no proof. Claiming to be Earth-friendly without providing reliable third-party evidence to support the claim. Light bulb manufacturers might claim their products are energy-efficient but provide no evidence or certification.
- Sin of vagueness. Making a claim that is so sweeping that consumers are likely to draw the wrong conclusion. Phrases such as “Chemical-free,” “Non-toxic,” “All Natural” lead shoppers to believe a product is safe. But, something can be "All Natural" and still be hazardous – tobacco, uranium, crude oil, mercury, arsenic, and formaldehyde are natural.
- The Sin of Worshipping False Labels: When products are adorned with false certifications that are not legitimate.
- Sin of irrelevance. Some manufacturers are fond of making claims that mean nothing. Many products in pressurized cans – shaving cream, hair mousse, deodorant – carry a label that says they are “CFC Free.” But, CFCs (chlorofluorocarbons) were banned 30 years ago when it was discovered they were destroying the ozone layer.
- Sin of the lesser of two evils. Stating that a product is less damaging than its rivals. The Norwegian government has cracked down on automakers that claim their vehicles are “green,” “clean,” or “environmentally friendly.” A compact car may be less polluting than an SUV but it still does harm to the environment.
- Sin of fibbing. Telling a bald-faced lie. Only one percent of the products tested by TerraChoice stooped this low. They found a dishwasher detergent that said it was packaged in 100 percent recycled paper but the container was made of plastic.
Consumer Protection
It’s all very well to know these sins are being committed on a regular basis but how is the consumer to know? Well, there’s help out there from organizations such as the Global Eco-Labelling Network, among others.
Look for independent certification, such as Environment Canada’s EcoLogo with three entwined doves that form a maple leaf.
Paper and wood products that come from forests that are harvested in a sustainable way are certified by The Forest Stewardship Council.
Canada’s Energy Star program certifies energy-saving appliances.
The Chlorine-Free Products Association certifies paper and tissue products that meet its standards.
The Green Seal website includes a list of all of the Green Seal-certified products and services.
Consumers need to educate themselves about the tactic of greenwashing and to view eco-friendly claims with a healthy degree of scepticism.
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