Inside Greenwashing’s “Six Sins”
As we come to the close of the year green technology and products moved forcefully in to the mass market, it’s a strong wake up call when almost 100 percent of companies failed a green test run by TerraChoice Environmental Marketing this month. A summary of the report:
In an effort to describe, understand, and quantify the growth of greenwashing, TerraChoice conducted a survey of six category-leading big box stores. Through these surveys, they identified 1,018 consumer products bearing 1,753 environmental claims. Of the 1,018 products examined, all but one made claims that are demonstrably false or that risk misleading intended audiences.
Rather than go into too much detail here, check out Joel Makower’s observations on the results, methodology and what this says about the progress of the green marketplace.
Outside of ways Joel points out to hold green marketers more accountable, what isn’t discussed is a likely cause for the sad state of affairs highlighted throughout this report. I don’t personally represent any consumer brands pushing a green message, but I’d guess that consumer perception and buying behaviors have changed in favor of green faster that the companies building the products can keep up. The result: rather than lose to the competition and disappoint customers, partners and investors, these companies are doing whatever they can to meet consumers’ “green” demand. Because there is a massive lack of standards and green measurement best practices, they join the bandwagon and push out a misleading claim or message…moving the industry backwards.
Green products undoubtedly need to make some fast and significant progress catching up to the claims on their labels. That is our biggest hope because as long as consumers are asking for a green product and there aren’t reliable green industry measurements, companies are only going to ramp up their green marketing efforts. And I’d argue it’s as much the CFO/CEO evaluating the business consequences for not joining the green party as it is the “marketer” who is responsible for where the industry is at. As marketers, we need to get educated and do our part to not exaggerate or misrepresent our company’s product or service.
Check out the report for more detail but here are the Six Sins of Greenwashing listed by TerraChoice:
- Sin of the Hidden Trade-Off
- Sin of No Proof
- Sin of Vagueness
- Sin of Irrelevance
- Sin of Fibbing
- Sin of The Lesser of Two Evils
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