Green Means

Slime Watch

By Shannon Scott

            Greenwashing is a term used to describe inflated or unjustified green or environmentally righteous claims on products, or by companies, governments, politicians or even pro-environment groups.  Greenwashing increases an entity’s market share to make more money, garner larger contracts, attract more votes, or solicit donations.  Prudent consumers have to be on slime watch.

            As conscientious consumers we have been making better choices slowly altering the market place to supply more environmentally responsible options. When we insist upon energy wise, sustainable products we change society and the world for the better.  Products and services bearing a green label have increased by 73% since 2009.  Obviously consumers are drawn to products they think will be healthier and safer for them and their families, and that sustain the environment.   

            Store shelves are stacked full of products labeled “Green” or “Environmentally Friendly”, but are they?  When corporations claim to operate sustainably, do they?  There are ways to find out. 

            First be aware of six common greenwash falsehoods, identified by TerraChoice Environmental Marketing, in which entities distort the truth.

            The lesser of two evils is often not a green choice at all.  This occurs when labels like, green, environmentally friendly, eco-conscious, or organic are placed on products that are generally questionable; for instance green rat poison, eco-safe herbicides, and organic cigarettes.  Hardly green, but they sell better with trendy adjectives on the package.

            Sometimes a green or environmentally friendly label is not applicable to a product at all.  It’s irrelevant.  Some products advertise that they are fluorocarbon or chloro-fluorocarbon (CFC) free when the product comes in a tube, not an aerosol can, or when it’s not related to refrigerants or other common CFC products.  Advertising of this type is simply ridiculous.  Use common sense. 

            Some products have false labeling.  The labels either state in writing or have an image or graphic implying that the product was tested by a third party to verify its environmentally safe quality or green factor.  This is blatant deception.   Read the fine print and do some research.  Don’t trust advertised claims or pictures at face value.

            Energy saving or green products often have hidden, or not so hidden trade-offs.  Photovoltaic flat panel solar collectors may contribute to cutting down on personal carbon footprints, reducing household dependence on fossil fuels, but consider their source.  Most come from China and were manufactured using coal fired power plants, then shipped on diesel sucking freighters to the U.S.  One estimate suggested that the current damage to produce PV panels doesn’t offset the household savings, when assessed from a global perspective. 

            Sometimes products’ or companies’ green claims cannot be substantiated.  There is simply no proof that any aspect is environmentally sound.  Supporting documentation or studies verifying green claims should be relatively simple to find with a few Google searches or phone calls to the 800- number on a product’s label.  If neither of these support the stated claims or only offer vague responses, be leery.  The item is likely not as advertised.

            Vague statements are another red flag that a product is likely not so great.  Cigarettes might be labeled All Natural as could any number of elements like naturally occurring chlorine or arsenic.  Is natural green?  Not necessarily and unfortunately in advertising, likely not.

            Least occurring of all the slime watch areas, but one that needs special note is blatant lying about a product’s qualities.  According the TerraChoice’s 2010 study, this occurred most with Energy Star labeled products.  Some products simply weren’t energy saving or cost efficient over time what-so-ever. 

            Of more than 95% of consumer products claiming to be green, TerraChoice found that all committed at least one of the deceptive practices listed above.

            I’ve written in past columns about the dangerous health effects of Phthalates found in vinyls, PVC products, toys, cosmetics, and others.  Phthalates are known endocrine disrupters that can cause a host of serious health problems.  Products claiming that they are phthalate free have increased 2,550% in the past year.  Over 60% of the claims are on toys and baby products – most all coming from China.  Third party, American, perhaps FDA testing would be prudent to verify the claims.

             Labels, certifications, and programs that are safe to look for are Built Green, LEED, EearthAdvantage, SFI (Sustianable Forest Initiative), FSC (Forest Stewardship Council), organic (check to make sure it really is), Energy Star (mostly, but do homework), and many others.  The bottom line is to double check claims and become an even more informed consumer.   

            Just as there are stringent standards for food labeling so should there be for most manufactured products that claim to be environmentally safe, green, or energy-saving. 

            The International Organization for Standardization (ISO) has established institutes in 163 countries, coordinated by a Central Secretariat in Geneva, Switzerland.  The ISO is non-governmental with members representing governments and private sectors.  The ISO enables forums for consensus on solutions that meet both business needs and the broader needs of society.  Since environmental degradation and vanishing resources are a global concern, the ISO has program 14024.  More than 30% of products labeled green or similar were trustworthy. 

            Eco-labeling can reduce, but not eliminate greenwashing.  While strict labeling doesn’t ensure truth in advertising, it’s at least a step in the right direction.