Greenwashing is everywhere!

This year the environmental marketing firm TerraChoice studied the green claims on 2,219products from big box stores and found that 98 percent make statements that are false or misleading.

The group devised the “Seven Sins of Greenwashing” to categorize the ways marketing misled consumers. Six Sins of Greenwashing:

1. Hidden Trade-Off : Paper is labeled recycled but no other impacts are mentioned such as air emissions, water pollution and climate change impact
2. No Proof: Lotion says “Not Tested on Animals” but has no certification to back up the claim
3. Vagueness: Anything labeled “Green,” Environmentally Friendly,” or “Natural” without further elaboration to what those words mean
4. Irrelevance: CFC-free labels on insecticides or window cleaners are misleading because CFCs have been banned for almost 30 years so there are no products manufactured with it
5. Lesser of Two Evils: “Green” insecticides and herbicides are a greener option when compared with traditional pesticides but the use of many for cosmetic applications, like on lawns, may be unnecessary and it would be better for the environment not to buy any at all
6. Fibbing: Claims that are completely false like a shampoo claiming to be “certified organic” but no certification can be found
7. Worshiping False Labels: Aluminum foil has a certification-like label on the box that is from the company’s in-house environmental department but looks like a third party rating

Sin one, hidden trade-offs, was found to be the most prevalent greenwashing ploy. The numbers of products found with claims in each category decreased down the list.

So how does a well meaning person avoid greenwashing and actually make good consumer choices?

Here are some tips from the The Daily Green

-Read the label completely

-Look for third-party verification

-Choose fewer ingredients

-Pick less packaging

-Buy local

Then when you notice over the top green claims or sincerely benign products post them on the Greenwashing Index . You can put up commercials or paper ads, rate them as authentic or bogus. Also post businesses you’ve found guilty of greenwashing up on SocialYell.com and start up a discussion!

Elizabeth Ulion is a graduate student at Northwestern. Her favorite anti-greenwashing comes from AdBusters.

Photo courtesy of ~~zorro~~/Flickr.