They sound promising, but none of the common phrases are controlled by any type of regulatory body, such as the Federal Trade Commission (FTC) or the U.S. Environmental Protection Agency (EPA). “When a company or product purpose-fully uses vague and loose terminology, they are, in a sense, brainwashing the con-sumer to think something is green with-out giving any substantiation,” says Sue Kramer, marketing manager for Clorox Company’s Professional Products Division. Such sweeping terminology might sound good, but lacks the facts and figures to back up such claims. Avoiding Green Fever If going green is the latest trend and every-one is doing it, how can the consumer be sure they are getting the real deal? Is it the responsibility of the manufac-turer? Some would say yes; others would argue that the consumer should put forth the effort to know if something is truly green or not. In reality, the responsibility does not lie with one or the other, but both. “There is a dual responsibility, of both the end-user and the manufacturer, to stop the trend of greenwashing,” says Kramer. The consumer’s responsibility is to look beyond the green package and the leaf symbol, past the claim of “all-natural” and to do the research. There is a vast array of information avail-able to the consumer, and it is in the con-sumer’s best interest to utilize the resourc-es available to them. There are numerous third-party certifica-tions that take the time and energy to thor-oughly research the ingredients that make up the cleaning products that are finding their way into the arsenal of the end-user. These certifications, such as the EPA’s Design for the Environment (DfE), TerraChoice Environmental Marketing’s EcoLogo Program and Green Seal Inc., independently certify that a product is good for the environment. Third-party certification of products holds more weight because they are not backed by a single player. What all of the more prevalent certifica-tions have in common is the goal to see more environmentally friendly products on the market and in the hands of end-users. But, all the hardwork and research can-not be left up to the consumer; it is the responsibility of the manufacturer to be more transparent in order to avoid mislead-ing the consumer. Communication between the manufac-turer and the end-user is key. It is, after all, in the power of the end-user to determine whether or not your “green” product makes the grade. If it’s too difficult to figure out whether a product’s claims are legitimate or not, the consumer will most likely defer to another product. If the manufacturer puts out a product that makes broad, sweeping claims about how it’s “all-natural,” the well informed con-sumer will not fall for such a ploy. Manufacturers should list every ingredi-ent that goes into their products. If there is something to hide, there is something not so green going on inside the bottle. Seven Sins Of Greenwashing By: TerraChoice Environmental Marketing On The Rise Unfortunately, even with all of the tools con-sumers can arm themselves with in order to avoid greenwashing, it is still happening, and more often than would be suspected. While education and awareness of the problem are on the rise, so, too, is the desire to be perceived green. Being seen as “green” and good for the environment is a trap that both consumers and manufacturers alike can fall into. Products with phrases like “all-natural” and “green” are popular and are often picked by consumers because they give the immediate satisfaction that something good is being done for the environment, regardless of that fact that, in the majority of cases, this is false. On the bright side, professional consum-ers are becoming savvier when choosing what products to use in their facilities, doing the research and asking the manufacture about not only a product’s ingredients, but the entire lifecycle of the product, including shipping methods and packaging. 1. Hidden Trade-off: Suggesting a product is “green” based on an unreasonably narrow set of attributes with no attention given to other important environmental issues. 2. Lack of Proof: An environmental claim that cannot be substantiated by easily accessible supporting information or by a reliable third-party certification. 3. Vagueness: Claims that are so poorly defined or broad that the real meaning is likely to be misunderstood by the consumer. 4. Irrelevance: Making an environmental claim that may be truthful but is unimportant or unhelpful to consumers when seeking environmentally preferable products. 5. The Lesser of Two Evils: Claims that may be true within the product category, but that risk distracting the consumer from the greater environmental impacts of the category as a whole. 6. Fibbing: Making environmental claims that are simply false. 7. Worshiping False Labels: A product that, through either words or images, gives the impression of third-party endorsement where no such endorsement actually exists. Much of this increase in awareness can be attributed to the increase in certifica-tions such as the U.S. Green Building Council’s (USGBC) Leadership in Energy and Environmental Design (LEED) certifi-cation and ISSA’s Cleaning Management Industry Standard (CIMS), both of which require facilities to use third-party certi-fied green products in order to maintain certification. “No one is there yet, but there is an obvi-ous push towards being a better environ-mental citizen,” says Kramer. Greenwashing is not a myth. In many cases, consumers may not understand that simply because a product proclaims itself good for the environment doesn’t necessarily mean it actually is. Consumers and manufacturers alike have a responsibility to use products that can actually make a difference. CM www.cmmonline.com 35
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