Viewing Tag: Greenwashing

So your company is “green?” Prove it.

by C. Commisso

November 12th, 2009 in Environmental, Green Seal, Greenwashing

Going Green.

It’s hip. It’s trendy. It’s the “in” thing to do. Consumers are becoming more environmentally conscious every day, and companies are scrambling to keep up with the demand for less waste, more recycling, and more eco-responsibility.

But how can a consumer be sure which companies are really taking their committment to the environment seriously, and which are just giving consumers lip service?

Good news for the good guys: Green Seal, the D.C.-based non-profit certification leader for green products and services, is launching a pilot Company Certification Program that offers the first — and only — holistic assessment of a company’s product line and its business operations. The new program builds on Green Seal’s development of 30 environmental standards and certification of over 3,500 green products and services, taking into account things like greenhouse gas emissions, water conservation, biodiversity impact and labor relations.

The assessments will be conducted by independent experts during on-site visits, and the company’s supply chain and major products will be under the microscope. Social and environmental impact studies will be taken into consideration as well.

This is good news for consumers: they’ll be able to feel good about giving business to companies they know are walking the talk.

This is good news for the companies that truly care about their impact on the environment: for the first time, they’ll be able to prove their claims. Consumer trust will skyrocket.

This is NOT such good news for companies that are just jumping on the green bandwagon: Green Seal (and consumers) will be all over you like white on rice. And you know the statistics, right? Consumers who have a positive experience with a company or brand might tell 2 or 3 people. But get on their bad side, and they’ll tell 10.

Bottom line is this: consider very carefully any green claims you make and your motivation for making them. If you’re trying to boost sales by catching a trend wave, this new certification is going to make things very difficult for you. But if your company is really committed to helping the environment — well then, prove it.

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Turning your home green

by Karianne Yackle

June 19th, 2008 in Cleaning, Environment, Greenwashing, household products

The last time you cleaned your kitchen floors, what were you thinking about?  Chances are, it didn’t have anything to do with saving the environment.  You were probably focused on simply getting that dirty job done and over with, like anyone else.

But today, just about every household product you can imagine comes in “green” — environmentally-friendly, that is.  It’s great to switch from that old aerosol can to a bio-degradable spray bottle…but it’s important to find out first what products are really eco-friendly, and what products are faking it.

Check out sites like GreenSeal.org for a heads up on what to look for in different products if you decide you want to clean the green way.

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Green matters to consumers…and so does honesty

by C. Commisso

March 6th, 2008 in Business, Environmental, Greenwashing, Marketing

According  to the Natural Marketing Institute’s 2007 LOHAS Consumer Trends Database, nearly 80% of America agrees: 

“It is important for companies not just to be profitable, but to be mindful of their impact on the environment and society.”

And consumers are willing to put their money where their mouth is. This article from Environmental Leader indicates that 85% are willing to switch brands if it means tomorrow’s world will be a better place. 

Of course, there’s a caveat: 7 in 10 consumers also seem to think most companies label a product “green” as marketing tactic…and there’s something to be said about that. Environmental Leader claims that a recent “random” study of over a thousand common consumer products, ranging from toothpaste to caulking to shampoo, found that 99% of them were guilty of this kind of greenwashing. 

What do you think? How can a brand win consumer trust in its environmental initiatives and products? 

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