Professional Documents
Culture Documents
The "Six Sins of Greenwashing ": A Study of Environmental Claims in North American Consumer Markets
The "Six Sins of Greenwashing ": A Study of Environmental Claims in North American Consumer Markets
A ‘Green Paper’ by
TerraChoice Environmental Marketing Inc.
(November 2007)
Table of Contents
Overview………………………………………………………..………………………. 1
Research Methodology…………………………………………………………………. 2
Defining and Quantifying the Six Sins of Greenwashing………..……………………. 2
Sin of the Hidden Trade-Off ……………………………………………………… 2
Sin of No Proof …………………………………………………………………… 3
Sin of Vagueness …………………………………………………………………. 3
Sin of Irrelevance …………………………………………………… ……………. 4
Sin of Lesser of Two Evils…………………………………………………………. 4
Sin of Fibbing ……………………………………………………………………... 4
Recommendations for Concerned Consumers………………………………………... 5
Recommendations for Marketers………………………………………………………. 7
Concluding Thoughts………………………………………………………………….. 8
Appendices……………………………………………………………………………… 9
Appendix A: Types of Products Reviewed
Appendix B: Eco-Labels
Appendix C: References
The Six Sins Of GreenwashingTM
Green·wash (grēn'wŏsh', -wôsh') – verb: the act of misleading consumers regarding the environmental
practices of a company or the environmental benefits of a product or service.
Overview
The recent surge of environmental awareness in These findings suggest that greenwashing is
North America is unmistakable. It has been pervasive, the consequences of which are significant:
documented by many researchers and widely
reported in the popular press. The rise in “green” • Well-intentioned consumers may be misled
marketing claims has also been well documented. into purchases that do not deliver on their
Less studied is the apparent increase in environmental promise. This means both that
“greenwashing” – false or misleading green the individual consumer has been misled and
marketing claims. that the potential environmental benefit of his
In an effort to describe, understand, and quantify or her purchase has been squandered.
the growth of greenwashing, TerraChoice • Competitive pressure from illegitimate
Environmental Marketing Inc. conducted a survey of environmental claims takes market share
six category-leading big box stores. Through these away from products that offer more legitimate
surveys, we identified 1,018 consumer products benefits, thus slowing the penetration of real
bearing 1,753 environmental claims. Of the 1,018 environmental innovation in the marketplace.
products examined, all but one made claims that are • Greenwashing may create cynicism and
demonstrably false or that risk misleading intended doubt about all environmental claims.
audiences. Consumers – particularly those who care
Based on the survey results, we identified six most about real environmental progress –
patterns in the greenwashing, which we now may give up on marketers and manufacturers,
recognize as the “Six Sins of GreenwashingTM”. and give up on the hope that their spending
might be put to good use. This would
eliminate a significant market-based, financial
Of the 1,018 products reviewed, all but one incentive for green product innovation and
committed at least one of the Six Sins of leave committed environmental advocates
Greenwashing. with government regulations as the most likely
alternative.
1
© 2007. TerraChoice Environmental Marketing Inc.
All Rights Reserved.
The Six Sins Of GreenwashingTM
Research Methodology
In the spring of 2007, TerraChoice sent research
Sin of the Hidden Trade-Off – The Sin of the
teams into six category-leading big box stores with Hidden Trade-off is committed by suggesting a
instructions to record every product-based product is “green” based on a single
environmental claim they observed. We instructed the environmental attribute (the recycled content of
teams that, for each environmental claim, they should paper, for example) or an unreasonably narrow
identify the product, the nature of the claim, any set of attributes (recycled content and chlorine free
supporting information, and any references offered bleaching) without attention to other important, or
for further information. perhaps more important, environmental issues
After recording 1,753 environmental claims on (such as energy, global warming, water, and
1,018 products (refer to Appendix A), we tested the forestry impacts of paper). Such claims are not
claims against current best practices in environmental usually false, but are used to paint a “greener”
marketing. The sources for these best practices picture of the product than a more complete
include the International Organization for environmental analysis would support.
Standardization (ISO) 1 , the U.S Federal Trade
Commission 2 , U.S Environmental Protection Agency 3 , Here are some examples from the research:
Consumers Union 4 , and the Canadian Consumer
Affairs Branch 5 . Examples:
Finally, we studied the resulting list of false or
misleading claims for patterns and lessons. We have ♦ Paper (including household tissue, paper towel,
come to call these patterns the “Six Sins of and copy paper) and lumber products (such as
Greenwashing”. Of the 1,018 products that made framing products and plywood) that promote their
environmental claims, all but one committed at least recycled content or sustainable harvesting
one of the Six Sins. practices without attention to manufacturing
impacts such as air emissions, water emissions,
Defining and Quantifying the Six Sins of and global warming impacts.
♦ Household insulation products (such as batt
Greenwashing
insulation products for home renovation products)
Based on our analysis, we categorized the false that claim indoor air quality benefits without
or misleading environmental claims into the following attention to other environmental aspects such as
“Six Sins of Greenwashing”: recycled content and manufacturing impacts.
S in s C o m m itte d b y C a te g o ry
The Sin of
Vag u eness
11%
The Sin of Fib bing
1%
2
© 2007. TerraChoice Environmental Marketing Inc.
All Rights Reserved.
The Six Sins Of GreenwashingTM
♦ Office technology (printers, copiers, fax
Sin of Vagueness – The Sin of Vagueness is
machines) that promote energy efficiency without committed by every claim that is so poorly defined or
attention to hazardous material content, indoor broad that its real meaning is likely to be
air quality, or compatibility with recycled paper or misunderstood by the intended consumer.
remanufactured toner cartridges.
♦ Other product claims that committed this sin
include ink cartridges, laundry detergents, dish
detergent, air fresheners, bathroom cleaners,
markers, flooring laminate, bags, multi-purpose
cleaners, wood panels, and pesticides.
Among others, our research found these examples of There are some recurring themes within these vague
the Sin of No Proof: claims. For example:
♦ Household lamps and lights that promote their
energy efficiency without any supporting evidence ♦ “Chemical-free”. In fact, nothing is free of
or certification. chemicals. Water is a chemical. All plants,
♦ Personal care products (such as shampoos and animals, and humans are made of chemicals as
conditioners) that claim not to have been tested are all of our products.
on animals, but offer no evidence or certification ♦ “Non-toxic”. Everything is toxic in sufficient
of this claim. dosage. Water, oxygen, and salt are all
♦ Facial tissues and paper towels that claim post- potentially hazardous.
consumer recycled content without providing ♦ “All Natural”. Arsenic is natural. So are uranium,
evidence. mercury, and formaldehyde. All are poisonous.
♦ “Green”, “Environmentally friendly”, and “Eco-
We found a total of 454 products and approximately conscious” (to name just a few) which are utterly
26% of the environmental claims committed the Sin of meaningless without elaboration.
No Proof; making it the second most frequently
committed sin. Some product examples from the research:
3
© 2007. TerraChoice Environmental Marketing Inc.
All Rights Reserved.
The Six Sins Of GreenwashingTM
♦ General purpose household cleaners that claim
Sin of Lesser of Two Evils – These are “green”
to be “non-toxic” without explanation or third- claims that may be true within the product category,
party substantiation. but that risk distracting the consumer from the
• “100% natural” bathroom cleaners. greater environmental impacts of the category as a
whole. Examples include:
In our research sample, 196 individual products (or
11% of the environmental claims) committed the Sin ♦ Organic cigarettes.
of Vagueness. ♦ “Green” insecticides and herbicides.
Sin of Irrelevance – The Sin of Irrelevance is Obviously, there are some circumstances and
committed by making an environmental claim that consumers that demand these products. Commercial
may be truthful but is unimportant and unhelpful for insecticides and herbicides are essential to some
consumers seeking environmentally preferable agricultural applications. In those circumstances,
products. It is irrelevant and therefore distracts the choosing the greenest option is essential. However,
consumer from finding a truly greener option. insecticides and pesticides may be unnecessary for
many cosmetic applications (such as lawns).
The most frequent example of an irrelevant claim Organic tobacco may be a more responsible choice
relates to chlorofluorocarbons (CFCs) – a principal for smokers, but shouldn’t most consumers be
contributor to ozone depletion. Since CFCs have discouraged from smoking in the first place?
been legally banned for almost 30 years, there are
no products that are manufactured with it. We consider a claim to commit the Sin of Lesser of
Nevertheless, we found many individual products that Two Evils when environmental qualifiers such as
presented CFC-free claims as an apparently unique “organic” or “green” are placed on products in
environmental advantage. They included: which the entire product category is of questionable
environmental value.
♦ CFC-free insecticides,
♦ CFC-free lubricants, In this study, 17 products and approximately 1% of
♦ CFC-free oven cleaners, environmental claims committed the Sin of Lesser of
♦ CFC-free shaving gels, Two Evils.
♦ CFC-free window cleaners,
♦ CFC-free disinfectants.
Sin of Fibbing – The Sin of Fibbing is
committed by making environmental claims that are
The Sin of Irrelevance accounted for 78 products and simply false.
4% of the environmental claims.
In our findings, only a few products were found to
commit the Sin of Fibbing. Most of these were
misuse or misrepresentation of certification by an
independent authority. These cases included, for
example:
4
© 2007. TerraChoice Environmental Marketing Inc.
All Rights Reserved.
The Six Sins Of GreenwashingTM
10 products (less than 1% of environmental claims) If the good intentions of consumers and the
committed the Sin of Fibbing, making it one of the two environmental benefits of their choices are not to be
least frequently committed sins. squandered, consumers themselves will have to play
a role. Here are some suggestions that arise from
Recommendations for Consumers this study.
5
© 2007. TerraChoice Environmental Marketing Inc.
All Rights Reserved.
The Six Sins Of GreenwashingTM
a) Is the “green” claim restricted to just one, or a d) Could all of the other products in this category
narrow set of environmental issue(s)? (The Sin of make the same claim? (The Sin of Irrelevance.)
the Hidden Trade-Off.) If so, you might look for The most common example is easy to detect:
other information that gives a more complete “CFC-free” is a meaningless claim. It is
picture of the environmental impact of the irrelevant because no products are
product. “Okay, this product comes from a manufactured with chlorofluorocarbons. Other
sustainably harvested forest, but what are the cases may be harder to detect. Ask yourself if the
impacts of its milling and transportation? Is the claim is important and relevant to the product.
manufacturer also trying to reduce those (If a light bulb claimed water efficiency benefits
impacts?” Emphasizing one environmental issue you should be suspicious.) Comparison-shop
isn’t a problem (indeed, it often makes for better (and ask the competitive vendors). If the claim
communications). Hiding a trade-off between seems illogical and disconnected from the
environmental issues is a problem. product, it may very well be irrelevant.
b) Does the claim help me find more information e) When I check up on it, is the claim true? (The
and evidence? (The Sin of No Proof.) It may not Sin of Fibbing.) This sin can be difficult to detect.
be reasonable to expect a product label or a The most frequent examples in this study were
point-of-purchase brochure to provide detailed false uses of third-party certifications. Thankfully,
scientific explanations of a green claim. It is these are easy to confirm. Legitimate third-party
reasonable to expect a product label or brochure certifiers – EcoLogoCM, Chlorine Free Products
to direct you to where you can find further Association (CFPA), Forest Stewardship Council
evidence. Good green marketing helps the (FSC), Green Guard, Green Seal (for example) –
consumer find the evidence and learn more. all maintain publicly available lists of certified
Company websites, third-party certifiers, and toll- products. Some even maintain fraud advisories
free phone numbers are easy and effective means for products that are falsely claiming
of delivering proof. certification.
c) Is the environmental and scientific meaning of the f) Is the claim trying to make consumers feel
claim specific and self-evident? If not, is the “green” about a product category that is of
specific meaning given? (The Sin of Vagueness.) questionable environmental benefit? (The Sin of
Products with names like “eco-gadget” and the Lesser of Two Evils.) Consumers concerned
“natur-widget” aren’t necessarily making false or about the adverse effects of tobacco and
misleading claims, but they should cause you to cigarettes would be better served by quitting
be suspicious. If the marketing claim doesn’t smoking than by buying organic cigarettes.
explain itself (“here’s what we mean by ‘eco’ Similarly, consumers concerned about the
…”), the claim is vague and meaningless. human health and environmental risks of
Similarly, watch for other popular vague green excessive use of lawn chemicals might create a
terms: “non-toxic”, “all-natural”, bigger environmental benefit by reducing their
“environmentally-friendly”, and “earth-friendly.” use than by looking for greener alternatives.
Without adequate explanation, such claims are
so vague as to be meaningless.
6
© 2007. TerraChoice Environmental Marketing Inc.
All Rights Reserved.
The Six Sins Of GreenwashingTM
Avoiding greenwashing does not require waiting for a 3) Avoiding the Sin of Vagueness
perfect product. It does mean that sound science, a) Do use language that resonates with your
honesty, and transparency are paramount. customer, as long as that language is
truthful.
b) Do use caution in your use of the
recycling/recyclable symbol (the mobius
Green marketers and consumers are learning loop). Its use is so widespread and confused
about the pitfalls of greenwashing together. that it has become largely meaningless.
This is a shared problem and opportunity. c) Don’t use vague names and terms (such as
environmentally-friendly) without providing
precise explanations of your meaning.
d) Don’t use the terms “chemical-free” and
“all-natural”.
7
© 2007. TerraChoice Environmental Marketing Inc.
All Rights Reserved.
The Six Sins Of GreenwashingTM
6) Avoiding the Sin of Fibbing With that in mind, the purpose of this study is not to
a) Do tell the truth. Always. discourage green marketing, nor to indict particular
b) Always tell the truth. marketers. It is not intended to scare consumers
away from green claims. Our purpose is to assist
marketers and consumers to build a more honest
and effective dialogue about the environmental
impacts of products.
The “Six Sins of GreenwashingTM” Although our findings - the Six Sins of Greenwashing
1. Sin of the Hidden Trade-Off – may seem bleak, green marketers and consumers
2. Sin of No Proof are learning about the pitfalls of greenwashing
3. Sin of Vagueness together. This is a shared problem and opportunity.
4. Sin of Irrelevance
5. Sin of Fibbing When green marketing overcomes these challenges,
6. Sin of Lesser of Two Evils consumers will be better able to trust green claims
and genuinely environmentally preferable products
will penetrate their markets more rapidly and deeply.
This will be great for consumers, great for business,
and great for the planet.
This “Green Paper” was prepared by TerraChoice Environmental Marketing. Are you curious about the
results? Interested in learning more? Would you like to speak to anyone at TerraChoice? Please visit
www.terrachoice.com/sixsinsofgreenwashing for more information.
8
© 2007. TerraChoice Environmental Marketing Inc.
All Rights Reserved.
APPENDICES
9
© 2007. TerraChoice Environmental Marketing Inc.
All Rights Reserved.
APPENDIX B –- Eco-labels
Consumers can avoid greenwashing by seeking Standard and testing protocols should have a
products that are certified to meet legitimate clear and consistent meaning. They should be
environmental standards such as EcoLogoCM or meaningful and verifiable. Good standards and
Green Seal. There are, however, a growing number protocols are designed so that anyone unaffiliated
of additional environmental standards and claims with the standard should be able to read it, interpret
being made. it, and know how to evaluate products against it.
They should also be designed to ensure consistent
When comparing environmental standards, evaluation results, meaning that different reviewers
consumers would be wise to ask the following would likely reach the same conclusion about
questions: whether a product meets the standard or not.
(1) What type of environmental claim is being made? In addition, multi-attribute environmental
leadership standards should be based on human
Is the manufacturer making a claim about a health and environmental considerations throughout
single environmental attribute such as energy the lifecycle of the product from raw material
efficiency or recycled-content or is the manufacturer extraction, manufacture, use, and ultimate disposal
making a broader multi-attribute claim that the of the product. The lifecycle stages considered and
product meets an environmental leadership covered by the standard should be explicitly stated.
standard? While incredibly valuable, single-attribute
environmental claims do not address other potentially (3) How was the environmental standard or testing
important human health and environmental issues. protocol developed?
10
© 2007. TerraChoice Environmental Marketing Inc.
All Rights Reserved.
(5) What process is used to verify that products Widely Accepted Environmental Standards:
actually meet the standard or passed the testing
requirements? Multi-Attribute Standard Setting and Certification
Organizations
There are a variety of procedures to verify that a
product meets a standard. Some are more These programs examine multiple environmental
rigorous (and can be more expensive for the issues throughout the entire lifecycle of a product,
manufacturer), but provide a greater degree of which includes the environmental impacts associated
assurance. The standard verification procedures with the collection of raw materials, the
range (from most rigorous to least rigorous) as manufacturing process, the impacts of the product
follows: during its use, and the impacts when the product is
ultimately recycled or disposed of. Before earning
• Independent third-party certification with on-site certification, an independent third-party auditor must
audits – An independent organization verifies the verify that products actually meet the publicly-
products meet the standards based on a review available standard.
of the product, additional information provided
by the manufacturer, and after an onsite visit to EcoLogo <www.ecologo.org>
verify the accuracy of the information provided by
the manufacturer. EcoLogoCM is North America’s oldest and most
widely known environmental leadership
• Independent third-party certification – An standard. The EcoLogoCM website includes more
independent organization verifies the products than 120 environmental standards and almost
meet the standard based on a review of the 7,000 certified products (stock-keeping units or
product and additional information provided by SKUs). Purchasers are using the site to research
the manufacturer. or develop purchasing specifications and to put
together potential bidder lists. EcoLogoCM is the
• Self registration with random audits – Individual only program in North America to have been
companies identify products meeting the accredited by the Global Eco-Labelling Network.
environmental standard on their own without any It is a Type I eco-label according to ISO, and
preliminary review, but the standard setting addresses all of the environmental attributes of
organization or other independent auditors the product.
conduct random audits after products are
registered to ensure compliance. Chlorine Free Products Association
<www.chlorinefreeproducts.org>
• Self registration – Individual companies identify
products meeting the environmental standard on CFPA certifies paper and tissue products
their own without any outside review. meeting its multi-attribute standard.
11
© 2007. TerraChoice Environmental Marketing Inc.
All Rights Reserved.
Single Attribute Environmental Standard Setting and Additional Environmental Standards
Certification Organization
Other programs allow manufacturers to declare
These programs focus on a single environmental their products meet a publicly available standard.
issue such as indoor air quality or recycled content. They then conduct random audits to maintain the
Before earning certification, an independent third- integrity of the environmental declarations. The
party auditor must verify that products meet the existence of the public standards also allows others
publicly-available standard. to independently verify the accuracy of the claims.
The Forest Stewardship Council certifies wood The U.S. Federal Government’s Energy Star
products obtained from sustainably harvested program establishes energy-efficiency criteria for
forests. It also certifies environmentally preferable a wide variety of products in more than 40
papers based on a multi-attribute product categories. The site lists all of the
approach. products meeting the efficiency requirements. It
also includes recommended purchasing
Green-e <www.green-e.org> specifications and online training resources.
12
© 2007. TerraChoice Environmental Marketing Inc.
All Rights Reserved.
APPENDIX C — References
1
http://www.iso.org/iso/iso_catalogue/catalogue_tc/catalogue_detail.htm?csnumber=23145
2,6
http://www.ftc.gov/be/v970003.shtm
3
http://www.epa.gov/epp/pubs/claims.htm
4
http://www.greenerchoices.org/eco-labels/eco-home.cfm
5,7
http://consumer.ic.gc.ca/epic/site/oca-bc.nsf/en/h_ca02302e.html
12
© 2007. TerraChoice Environmental Marketing Inc.
All Rights Reserved.