Tread the Green Path with An Open Eye

Consumers Warned: Beware Of "Green" Product Claims

If businesses love one thing in their marketing it's riding a trend. And going green is definitely one of them. From hybrid vehicles to environmentally friendly aerosols, there's no shortage of items you can buy that promise you're getting a product you need while saving Mother Nature's hard-done-by hide.

But just when does that 'green' turn a shade of gray? According to a survey by Toronto-based environmental marketer TerraChoice, the answer may be a lot more often than you think. The organization sent researchers into six big box stores to look for every environmental claim made in the products sold there and wound up recording more than 1,000 of them in goods ranging from shampoo and air fresheners to mouthwashes and light bulbs. They found consumers aren't getting the straight goods from businesses that claim to be doing favours for the environment.

The vast majority of products marked as friendly to the planet contained labels that were either misleading or so vague it was hard to figure out what they were really saying. The organization refers to something it calls "greenwashing, a term defined as false environmental advertising designed to pull the synthetic wool over your eyes.

They claim advertisers know you want to help the environment and think nothing of making you believe you're doing just that. How bad did it get? Consider this: they say all but one of the 1,018 products surveyed "made claims that are either demonstrably false or that risk misleading intended audiences."

Among them: paper products that trumpeted they were 10 per cent recycled, leaving questions about where the other 90 per cent came from; items whose labels scream "all natural", without saying what that really means. The group points out poisons like arsenic and mercury all are natural, too.

Then there are the CFC-free designations, even though chlorofluorocarbons were banned three decades ago. "What that claim basically says is: 'We're obeying the law.' Well, whoop-de-do," observes TerraChoice's Scott Case sarcastically.

And there's also the issue of hypocrisy. The group cites a dishwashing detergent that came in a box made of 100 per cent recycled paper - but was wrapped in never-degrading plastic wrap.

"We began to anecdotally observe a dramatic increase not only in the number of green claims in the marketplace, but also in the general lack of trustworthiness and effectiveness of much of that green marketing," notes TerraChoice's Stewart McDougall. "(Marketers) risk misleading their intended audiences."

The watchdog points out "six sins" it says marketers use liberally throughout their claims, a pattern that occurs over and over. The list:

1. The Hidden Trade-Off: like "energy-efficient" electronics that contain hazardous materials or recycled paper that used inefficient energy to make it.

2. No Proof: Among them: shampoos claiming to be "certified organic," with no verifiable evidence of that claim.

3. Vagueness: These are goods that don't exactly spell out what they mean and only skirt around their supposed environmental value. An example? Anything that claims to be chemical free. Chemicals are in just about everything - including the make-up of humans and animals. Also watch for "non-toxic", "all-natural", "environmentally-friendly", and "earth-friendly" which can sound good but mean nothing.

4. Irrelevance: The CFC instance cited above is a classic example of saying what's not there and never should have been.

5. Fibbing: Products that boast the backing of internationally known environmental groups when in fact there's no relation to any of them and they didn't give an endorsement.

6. Lesser of Two Evils: A bit subjective, but it's like putting perfume on a skunk. It still stinks, but maybe just a little less. Organic cigarettes or a hybrid SUV fall into this category. Better not to use either, researchers say.

None of it surprises the men in green. "Marketers are ... desperately grabbing for any environmental claim they can slap on the label because they think it will help them sell more products," Case observes.

The survey is eye-opening, but not always that helpful because those behind it have refused to release the names of the products they tested and found deficient. So what can you do if you can't tell green from greed? Case suggests looking for a label from a government agency called EcoLogo, a non-profit group that marks verified environmentally friendly items. For a list of the more than 7,000 North America-wide products they've approved and the reasons they passed, click here.

And remember that while many companies really do care about the environment, in the end the real green they're interested in is the stuff in your wallet.
Source: CityNews.ca