The Business of being green
Take David Suzuki to work
What's in it for you?
Green gigs
The dirty business of greenwashing
Confessions of a lusty environmentalist

The dirty business of greenwashing

You’ve probably seen them: TV ads with cars growing out of the ground. Laundry detergents promising to light cities. Glossy magazines devoted to the ‘green’ life.

Unfortunately, not every company that claims to be green is walking the walk. Just because it’s emerald or chartreuse or any other shade of ‘green’, doesn’t mean it’s good for the planet. Here are some ways that greenwashers try to trick consumers, and things you can do about it:

1.    The trick: An outright lie.
If something is ‘certified’ there has to be a credible organization issuing that stamp of approval.
What to do? In Canada, you can’t say something is “certified organic” unless it really is. For stuff made out of trees, look for FSC on the label, or Environment Canada’s Ecologo on other things.  Here's more on what to look for behind the label.

2.    The trick: Only half the story.
Labels that say ‘non-toxic’ ‘100 % post-consumer recycled’, ‘biodegradable’, etc may be superficial.
What to do? Consider where a product comes from, how it got to you and how it’s packaged before you buy. The best companies consider the whole life of their products.

3.    The trick: An Unverifiable claim.
Ethical companies are proud to provide proofs for their green selling points.
What to do? Check websites, call toll-free phone numbers, look for third-party endorsements. (Even that “Product of Canada” label is deceiving.)

4.    The trick: Catch words.
Companies plaster ‘natural’ and ‘chemical-free’ all over their stuff just to get your attention.
What to do? Don’t be seduced by dubious green prefixes (eco-, bio-, etc).

5.    The trick: Irrelevant additions.
Watch for padding of information that has nothing to do with the product. ‘Our lettuce contains no fire retardants’. That’s nice, but out in left field.
What to do? If you’re not sure if a claim is important, see what the competition has to say.

6.    The trick: A logical fallacy.
Some products make green claims to ease the customer’s conscience, when really the product itself is of questionable benefit.
What to do? Do you really need to take that plastic bag, even if it is recyclable? What’s inside that ‘green’ magazine besides lots of glossy ads? (In Norway, automobile companies can’t claim eco status because no car is ever truly green.)

7.    The trick: Stone cold silence.
Lots of products aren’t good for the environment, but just don’t say anything about it. By ignoring environmental concerns, they’re profiting on the ignorance of consumers.
What to do? Do your homework. For more info on products that protect your health and the environment, check out Terra Choice and Consumer Reports


Next >> Confessions of a lusty environmentalist

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