Little Green Claims
Whenever this much hype springs up around a topic like green business, technology and building, it’s rightfully inevitable that the media pays closer attention to claims being made, as Ben Elgin did with BusinessWeek’s Little Green Lies. The same scrutiny occurred in 2000-2001 before the software industry consolidated when PeopleSoft, Siebel, Oracle and others started announcing new product upgrades faster than reporters could keep up. Were they really upgrading products or were the marketing departments shuffling around features and re-branding them as new in an effort to capitalize on all the buzz?
Rather than let the media do all the questioning, dozens of green auditing businesses seem to be popping up that can help make sure a company’s “claims” are valid. In the case below, SCS, a company that brands itself as “an independent certifier of environmental, sustainability, and food safety, quality and purity claims” developed an ad campaign aimed at helping companies move from greenwashing to accountability.
Organizations, associations and other third-parties like SCS seem to be creating their own systems, which appear to be moving the industry forward by helping companies put processes in place and understand what to talk about and what to leave on the shelf. This should lead to more real news, better educated businesses and less greenwashing, but with very few industry standards or benchmarks, relying on third parties’ homegrown systems could make for a bumpy ride. At this point it seems like the best option we’ve got.
I caught this ad in a fancy online brochure for the upcoming Greenbuild Conference in Chicago.
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