No, not "green washing," which might involve using non-polluting detergents and minimal amounts of water and electricity. "Greenwashing" means using slimy marketing techniques to fool consumers into believing that a product or business is sustainable when it's not. Advertisers realize that more and more people want to shop green. They'd love to capitalize on our environmental awareness.
Futerra, an ad company in the UK, has compiled a list of warning signs that a company may be greenwashing buyers. For instance:
- They use language with no real substance. (What does "eco-friendly" really mean?)
- They load ads with scientific jargon that the layperson has no way to verify.
- They emphasize one green aspect of an otherwise unsustainable product. (A hybrid SUV is still an SUV!)
- They simply refuse to provide proof for their green claims.
For the rest of the list and more information, visit their Web site and download the Greenwash Guide.
