important environmental issues. Paper, for example, is not necessarily environmentally preferable just because it comes from a sustainably-harvested forest. Other important environmental issues in the paper-making process like greenhouse gas emissions or chlorine use in bleaching may be equally important. Sin of No Proof: An environmental claim that cannot be substantiated by easily accessible supporting informa-tion or by a reliable third-party certifi-cation. Common examples are facial tissues or toilet tissue products that claim various percentages of post-consumer recycled content without providing evidence. Sin of Vagueness: A claim that is so poorly defined or broad that its real meaning is likely to be misunderstood by the consumer; “all-natural” is an example. Arsenic, uranium, mercury and formaldehyde are all naturally occurring … and poisonous. All-natu-ral isnʼt necessarily green. For the complete ranking of the “Seven Sins of Greenwashing,” please visit http://sinsofgreenwashing.org/findings/the-seven-sins. Understanding And Identifying Credible Green Claims Although most respondents to the recent SCA survey are somewhat confident in their personal comprehension of green matters — with more than 90 percent stat-ing an average to strong understanding of environmental issues, concerns and impacts — much confusion still exists regarding the meaning of green. Results show environmental messaging is over-saturating the marketplace with many consumers wary of the abundance of green claims made by manufacturers today. In fact, most respondents feel that prod-ucts declaring to be green are probably environmentally friendly, but also exagger-ate claims. Complaints about the misuse of green terminology have increased dramatically in recent years. Many businesses, purposely or not, com-mit greenwashing sins and mislead con-sumers about the environmental benefits of a product or the practices of a company. These missteps can include lack of proof, vagueness or even lying. The good news is that the growing avail-ability of green products shows that con-sumers are seeking full disclosure and transparency regarding products and prac-tices — and marketers and manufacturers are listening. As the green field matures, the financial business case becomes more accepted and companies succeed based on real change, we will see fewer of these non-credible green claims. There are measures we can take as business decision-makers to establish our-selves as credible leaders in the environ-mental field, such as getting green certified. Unfortunately, the number of green certi-fications available is abundant as well as confusing to decipher. David Gottfried, Tork ® Green Hygiene Council™ (TGHC) member, managing director of Regenerative Ventures Inc. and founder and first staff president of the U.S. Green Building Council (USGBC), offers these certification recommendations for greening a business: Start simple and utilize the ENERGY STAR certification, which allows busi-ness owners to set basic goals and track savings Leadership in Energy and Environmental Design (LEED) certifi-cation is the best standard for meas-uring building sustainability Green Seal Inc. and EcoLogo are credible, non-profit organizations that provide science-based environmental certification standards for products and services. As consumers make their way through the green noise, they should be aware of common greenwashing tactics companies tend to use. For instance, the fine print of a productʼs green description and its third-party certifi-cations are key indicators of the productʼs environmentally-sound validity. Through researching the manufacturer, one can determine if the company is com-mitted to the environment and using holis-tic practices when producing all of its prod-uct lines. CM Healthy People, Healthy Planet Here are highlights from the Tork ® Sustainability Report. SCA asked business decision-makers if they find a green certification beneficial and how green claims are perceived: 46 percent stated it would be benefi-cial for their company to have a green certification 75 percent of those working for com-panies with 501 to 1,000 employees are in favor of the green certification 19 percent stated Leadership in Energy and Environmental Design (LEED) as the most credible green certification 63 percent are wary of the abun-dance of green claims. Promoting green efforts is a way for businesses to respond to the environmen-tal concerns of the public. Developing and distributing promotional messages in a variety of forums appeals to the needs and desires of concerned con-sumers and is a good way to demonstrate the positive actions a business is taking. With this in mind, 41 percent of business-es promote green efforts publicly, with most companies publicizing their efforts through corporate websites, an employee network or in-store signage. Surprisingly, given the myriad benefits of green messaging, more than half of busi-ness decision-makers today still aren’t get-ting the word out to the public about the efforts they are making in regards to envi-ronmental stewardship. As the data shows, larger businesses are more likely to publicize their green prac-tices, largely because of bigger advertising budgets and accessibility to resources, leaving smaller companies to play catch-up. For businesses looking to start promot-ing their green efforts, it is important to identify a strong, unique position and pro-mote the aspects that differentiate your company from others at every opportunity. However, it is still key for companies to ensure they avoid any greenwashing tac-tics by being upfront about the manufactur-ing processes behind all product lines and communicating that directly to consumers. www.cmmonline.com 19
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