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There is no arguing that Green is a hot topic in most industries these days. Unfortunately, the rush to be Green means that for every truly "greener" option, there are a whole number of cleaning products and services making false or misleading environmental claims (known as "Greenwashing"). It has also led to the appearance of many new eco-labels in the marketplace.
In order to quantify the level of greenwashing in the marketplace, TerraChoice Environmental Marketing conducted a study based on the environmental claims made on a wide variety of consumer products from six big-box stores. Out of 1,018 products surveyed, 1,713 Green claims were recorded (some products made more than one environmental claim). Of these 1,018 products, how many do you think committed at least one of the Sins? The answer is, surprisingly, more than 99 percent.
The study was not published to deter purchasers from trying to make better environmental and health choices, nor was the intent to point fingers at unwitting manufacturers and marketers looking to take advantage of market demand. Rather, the purpose was to provide tools to consumers and manufacturers to help them avoid falling prey to Greenwashing practices.
Based on the research, the types of misleading or false environmental claims documented were categorized and named "The Six Sins of Greenwashing." Categorizing the type of potentially false or misleading Green claims arms manufacturers and purchasers with key questions to ask when faced with Green claims.
Sin of the Hidden Trade-Off: Does the product focus only on one or two environmental issues while ignoring others that may also be important? Every product has multiple environmental impacts and truly greener products try to address them all.
Sin of No Proof: Does the product offer evidence of its claim, either on the package or on the company website?
Sin of Vagueness: What does the claim (e.g., environmentally friendly) really mean? Does it provide details for all environmental impacts of the product like the amount of packaging used, the manufacturing process and how the product is disposed?
Sin of Irrelevance: Are the Green claims true of all products in the category? Remember, many items are "recyclable" and CFCs (which cause ozone depletion) were banned 30 years ago.
Sin of Fibbing: Can the manufacturer back up certified organic or Green claims? Can they prove certification (i.e., by being listed on the certification body's website)?
Sin of Lesser of Two Evils: Is the claim trying to make you feel "green" about a product category that is basically "ungreen"?
Labels
Trusted eco-labels can help purchasers determine whether a product is genuinely environmentally preferable. What makes an eco-label trustworthy and credible? It is important to consider how the environmental standard or testing protocol was developed and by whom. Standards developed in an open, public process provide the highest level of assurance and transparency to the buyer. A multi-stakeholder process that involves multiple interested parties from government, industry, environmental groups and academia encourages a holistic perspective.
There is a variety of ways a claim can be verified. The most rigorous form is independent third-party certification with on-site audits. EcoLogo and Green Seal are examples of this type as they use independent laboratories and auditors to certify environmental leaders. The least rigorous form is typically self-registration where a company takes it on themselves to create a standard.
In the past, Green cleaners were viewed as more expensive and less efficient compared to their conventional counterparts. Nowadays, with the support of programs like the LEED point accreditation for the use of green cleaning products and New York State Green cleaning initiatives specifying EcoLogo and Green Seal certified products in all schools, Green is sweeping the industry and gaining new supporters daily.
With what we now know about some of the detrimental human health effects and environmental issues associated with harsh cleaning chemicals, it is even more important to ensure true environmental leaders prevail in the market. With proper eco-labeling, manufacturers can engage in honest dialogue about the environmental benefits of their products and services, allowing purchasers to easily distinguish genuinely environmentally preferable products from those that are Greenwashing.
For a full copy of the Six Sins of Greenwashing report, visit www.terrachoice.com.
Scot Case is VP of TerraChoice Environmental Marketing & EcoLogo certification. He may be reached by e-mail at scase@terrachoice.com
author: Scot Case