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The Vancouver Board of Trade Members' Business Directory BUSINESS NEWS BIV EVENTS OTHER EVENTS LEADS/RESOURCES OTHER PUBLICATIONS READER SERVICES ADVERTISE CAREERS ph: 604-688-2398 fx: 604-688-6058 |
BIV Magazines: Adpages 2008 The six sins of greenwashing Hidden trade-off A paper product may come from a sustainably harvested forest, but what are the impacts of its milling and transportation? What about energy-efficient electronics that contain hazardous materials? The problem arises when hiding a trade-off between environmental issues. No proof For example, personal care products (such as shampoos and conditioners) that claim not to have been tested on animals, or claim to be certified organic, but offer no evidence or certification of this claim. Vagueness For example, garden insecticides promoted as “chemical-free.” In fact, nothing is free of chemicals. All plants, animals and humans are made of chemicals, as are all of our products. Also, products claiming to be 100% natural when many naturally occurring substances are hazardous, like arsenic and formaldehyde. If the marketing claim doesn’t explain itself, the claim is vague and meaningless. Similarly, watch for other popular vague green terms: “non-toxic,” “all-natural,” “environmentally friendly” and “earth-friendly.” Irrelevance Products claiming to be CFC-free, even though CFCs were banned 20 years ago. Fibbing Products falsely claiming to be certified by an internationally recognized environmental standard. Legitimate third-party certifiers – EcoLogoCM, Chlorine Free Products Association (CFPA), Forest Stewardship Council (FSC), Green Guard, Green Seal (for example) – all maintain publicly available lists of certified products. Some even maintain fraud advisories for products that are falsely claiming certification. Lesser of two evils</p> For example, “green” insecticides and herbicides. A hybrid SUV that’s inefficient. Is the claim trying to make consumers feel ‘green’ about a product category that is of questionable environmental benefit? Consumers concerned about the human health and environmental risks of excessive use of lawn chemicals might create a bigger environmental benefit by reducing their use than by looking for greener alternatives. Source: TerraChoice Environmental Marketing Inc. |
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