Making Sure you're Not Greenwashing

Greenwashing refers to a regular, standard, or non-green product being "dressed up" and marketed as being more "green" than it truly is.

Unfortunately, as many people "jump on the bandwagon" for green, and many companies in turn are ramping up their production of eco-friendly, ethically-sourced, sustainable goods, the trend towards greenwashing is increasing. Compounding this trend is the issue that there is no definition of "green" and there is no industry-accepted, standardized method of labeling a product or service as being "green." There are green certification programs offered by cities or counties, but there is no one standard label.

So, for example, if I run a hostel, I could claim that because I have a view of the forest, then my hostel is a "green hostel." Or, if I offer a shampoo or soap, I could name it "organix" or "organique" and have customers believe that it is created from natural or organic products. Or, if I sell my regular products in a green-colored container, I can say that they are "more green".

Beware of greenwashing in your own marketing of products and services.

Are you selling to a knowledgeable and aware green consumer base? If so, be prepared to document your sourcing, your waste reduction practices, your use of ethical, vegan, or sustainable ingredients, or how you reduce/reuse/recycle in your manufacturing and delivery.

Proposition 37 in California during the 2012 election is an excellent example of the complications that arise from attempting to come to a standard and a industry-wide label. Proponents believe that the labeling of GMO-related products is important and a first step towards transparency in the food industry. Opponents believe that it is an unnecessary and poorly-implemented ruling. Who's right? In the end, the consumer is the one who decides, and my belief is that consumers need as much information as possible when making their decisions.

Beware of greenwashing when you purchase from others.

Are you buying (or trying to buy) more "green"? If so, what practices are in place for your chosen manufacturer or provider? Do they offer a "report card" on sustainability? Are they certified through their local organization? Are they accredited or somehow certified as being more eco-friendly? 

Be bold when taking a stand for green. 

Make the choice by getting informed.

Check ingredients.

Ask questions.

Those who truly care will take the extra step to make sure that they are going with the most green option; and those who truly desire a more sustainable, eco-friendly, holistic environment will take steps to make choices to support the planet.