GreenLocals

More and more businesses are claiming to have endorsed and are practicing green or eco-friendly practices: planning buildings that are energy-efficient, using only all-natural products in the food they serve, using only energy efficient appliances, etc.  

But as claims of environmentally sound practices multiply, a problem has arising. How can anyone be sure that a particular business is actually practicing what they are preaching? The problem is what has become known as “greenwash”.

Greenwash, a blend of green and whitewash, is practice of misleading consumers regarding the environmental practices of a company or the environmental benefits of their products or services. And as customers become more knowledgeable about green, being branded a “greenwasher” will not only affect your credibility, but could potentially lead to legal action.

A range of businesses, consumer groups, industry trade groups, non-profit and governmental organizations have now established criteria to measure the “greenness” of a business and awards certificates or a seals of approval to those meeting certain standards. But there things your business can do on its own to avoid being branded a “greenwasher”.

Here are some important principles that will go a long way to help you avoid the “greenwashing” tag:

• Avoid using broad environmental claims such as “safe for the environment”, “environmentally friendly”, “Earth smart” or environmentally friendly”. Any claims you make must be specific and be clear to customers.
• Claims must be relevant to the product. For example, claiming a product contains no chlorofluorocarbons (which are harmful to our ozone layer) even though chlorofluorocarbons were banned over 20 years ago. There must be compelling data to substantiate the claim. Customers need to know the claim is technically accurate.
• Beware of the “Lesser of Two Evils” found in contradictory product combinations such as, “Clean Coal”, “Organic cigarettes” or “environmentally friendly” pesticides.
• Avoid claims like “we sell or use only green products” unless you can document that you are in fact selling or using only green products (including chemicals, paper, equipment, garbage bags, etc.) Avoid terms like “only,” “always,” “all,” “never,” unless you can back it up with no exceptions.

Remember, it doesn’t matter if the problem was intentional or inadvertent. You need to get it right from the beginning.

Be Sociable, Share!

• 
• 
• 
• 
• 
• 

• 
• 
• 
• 
• 
• 
• 
• 
• 
• 
• 
•