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Spotting and Avoiding Greenwash
Most people want to buy 'greener' products and many companies want to sell them. However, communication between manufactures, retailers and consumers about the environmental benefits of products is often unclear, creating confusion, mistrust and allegations of 'greenwashing' . In retail, the environmental impacts of products make up a huge portion of the overall footprint of a company. The number of news stories about green products posted on the Greening Retail web site reflects the growing recognition about the importance of making products greener and the need clearly let people know how they are greener. Confusing LabelsConfusion is created by the plethora of labels claiming environmental credentials. An article in the Washington Post noted that there are over 600 eco-labels worldwide. It's difficult to know which labels are legitimate. As the article says, "... because certification is a self-regulated industry, the integrity of these labels varies wildly." An example of confusing, unregulated labeling is the use of terms like 'biodegradable, compostable, and oxo-biodegradable'. Many people are perplexed about what the words mean and which label is best for the environment. A study from Loughborogh University concluded that oxo-degradable plastics were not better for the environment than regular petroleum-based plastics. On the other hand, a professor at Aston University countered with another study that concluded that oxo-degradable plastics do biodegrade and break down to the point where it can be consumed by bacteria and fungi. (businessgreen.com) Which of these academic studies is the average retailer or consumer to believe? Another example of claims and counter-claims made about products revolves around cleaning products. A study released by consumer rights magazine Which? accused a number of companies of making unsubstantiated 'green' claims about items such as laundry detergent and toilet cleaners. These companies (such as Tesco, Sainsbury's and Ecover) defended their environmental credentials, but whom shall the product buyer trust? (businessgreen.com)
A Growing SkepticismWith all the accusations of greenwashing flying around, consumers find it difficult to know which environmental claims are true, and they become skeptical. A poll done in 2009 found that 64 per cent of the consumers doubt claims that products are 'green' or 'sustainable' and believe the companies making those claims are 'unauthentic'. Also, in a questionnaire called 'The Greendex', performed by Globescan , consumer habits in 17 countries were surveyed. Forty-six per cent of Canadians said that they did not buy more green products because they believed that companies are 'greenwashing'. The term 'natural' on products is especially problematic because it's meaning is so vague. The Natural Products Association (NPA), which represents 10,000 retailers, manufacturers, wholesales and distributers of products issued a Standard and Certification for Home Care products, which allows products to bear NPA seal. Critics say it is a 'step in the right' direction, but focuses on only one aspect of the product's life cycle. Another type of product which has been under scrutiny are those made of rayon processed from bamboo. The U.S. Federal Trade Commission (FTC) has warned retailers labeling rayon clothing as sustainable, noting that, while bamboo is sustainable when used in its basic form, such as flooring, when processed into rayon, polluting chemicals are used. The FTC deems this 'greenwashing'. (sustainablelifemedia.com)
Resources for Avoiding GreenwashDespite the confusion and skepticism surrounding green products, there is no need to give up on the quest to produce and purchase greener products. A search through the Greening Retail news archive reveals a substantial amount of advice to retailers and consumers about spotting and avoiding 'greenwash'. Relevant articles are listed below.
Below are a few other useful resources.
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