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Green-wash (green'wash', -wôsh') – verb: the act of misleading consumers regarding
the environmental practices of a company or the environmental benefits of a product or service. TerraChoice
The Seven Sins of Greenwashing was developed by TerraChoice. For further information on Greenwashing, and recommendations on how Consumers and Marketers can avoid it, visit TerraChoice’s website at www.sinsofgreenwashing.org The recent surge of environmental awareness in North America is unmistakable. It has been documented by many researchers and widely reported in the popular press. The rise in “green” marketing claims has also been well documented. Less studied is the apparent increase in “greenwashing” – false or misleading green marketing claims. 
The Hidden Trade-OffThe Hidden Trade-off is committed by suggesting a product is “green” based on a single environmental attribute. EXAMPLE: The recycled content of paper, or an unreasonably narrow set of attributes (recycled content and chlorine free bleaching) without attention to other important, or perhaps more important, environmental issues (such as energy, global warming, water, and forestry impacts of paper). Such claims are not usually false, but are used to paint a “greener” picture of the product than a more complete environmental analysis would support.
No ProofAny environmental claim that cannot be substantiated by easily accessible supporting information, or by a reliable third-party certification, commits the Sin of No Proof. EXAMPLE: Household lamps and lights that promote their energy efficiency without any supporting evidence or certification.
VaguenessVagueness is a claim that is so poorly defined or broad that its real meaning is likely to be misunderstood by the intended consumer. EXAMPLE: Garden insecticides promoted as “chemical-free”. In fact, nothing is free of chemicals. Water is a chemical. All plants, animals, and humans are made of chemicals as are all of our products.
IrrelevanceIrrelevance deals with making an environmental claim that may be truthful but is unimportant and unhelpful for consumers seeking environmentally preferable products. It is irrelevant and therefore distracts the consumer from finding a truly greener option. EXAMPLE: CFCs (chlorofluorocarbons) have been legally banned for almost 30 years, yet many products still claim CFC-free as if it is a unique competitive advantage.
False LabelsA product that, through either words or images, gives the impression of third-party endorsement where no such endorsement exists; fake labels, in other words.
Lesser of Two EvilsThese are “green” claims that may be true within the product category, but that risk distracting the consumer from the greater environmental impacts of the category as a whole. EXAMPLE: Organic tobacco may be a more responsible choice for smokers, but shouldn’t most consumers be discouraged from smoking in the first place?
FibbingFibbing happens when an environmental claims is made that is simply false. EXAMPLE: A caulking product that claims to be “Energy Star” registered, but the official Energy Star website suggests this is false.
For further information on Greenwashing, and recommendations on how Consumers and Marketers can avoid it, visit TerraChoice’s website at: www.sinsofgreenwashing.org
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