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Beware the Sins of the Greenwasher


Scott McDougall, president of TerraChoice, talks about the Six Sins of Greenwashing

A recent study conducted by TerraChoice Environmental Marketing called The Six Sins of Greenwashing found that of over 1000 common household items surveyed, 99% of them were guilty of at least one of the sins of greenwashing.

The Six Sins of Greenwashing are, in a nutshell:

A more complete explanation and example of each of the sins is available on the TerraChoice website.

What does all this mean for the consumer interested in using truly “greener” and more environmentally safe products? Is all green marketing just a bunch of hogwash or, more specifically, greenwash?

It is unfortunately true that many marketers simply climb up on the latest bandwagon passing through town to push the current craze. “Green” is fast becoming one of the hottest buzzwords and, as this study shows, there is no  shortage of marketers ready to exploit the trusting consumer simply wishing to do the right thing. That’s too bad.

But it doesn’t mean we need to dismiss the whole notion entirely. Studies like this one will help bring more scrutiny to the marketplace. As TerraChoice president Scott McDougall says, “consumers should continue to shop for green products, but with a skeptical eye, not a jaundiced eye”.

There are legitimate ways to verify how green a product is; for instance, consumers can look for products with the EcoLogo or Green Seal.

Unscrupulous marketers exploiting the latest fad by making bogus claims to unwary consumers isn’t new. Our job as consumers is to to what we can to make sure their shameless greenwashing doesn’t pay.

Sources and Further Reading:
Times-Colonist
TriplePundit.com
Canada New Wire
Grist.org

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[ READER COMMENTS ]

  1. 1

    openmic said:

    This McDougall guy is full of sh*t! I read the study and results and this is the worst marketing campaign, unscientific, load of crap ever made. Shame on Terrachoice for pushing this fake agenda. They invented "sins" that every product in the world will commit; unrealistic expectations. They don't give us the data record and names of products... Why? Because Terrachoice manages the Eco-Logo Program and even these products must certainly commit the "sins". They all do! Therefore, Terrachoice and McDougall are hypocrites. McDougall just shot his "brand" in the foot. How stupid is that for a company president?

    Posted at 11:54 AM, on August 23 2010

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