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Saying crisps are healthy because they're made from potatoes is blatant misinformation, but it's not always that easy to see through clever ad campaigns and marketing messages. As ethical and green concerns have moved up the consumer agenda, we're increasingly being bombarded with products and advertisements claiming to be saving the Earth. But are Barbie's reused accessories making a difference? How green is
If only it was all genuine. Among ethical consumers, the word 'greenwash' has become a staple part of our everyday vocabulary. When we write our SmartPlanet reviews, we're looking to find out what's behind the label, the hyped-up claims and the 'saving the world' messages. We've been looking at green and ethical products for a long time, and we find that our gut instinct is a good indicator as to whether something is greenwash or sincere.
But thanks to Futerra's checklist in its brilliant new Greenwash Guide, there's help to be had if your gut instinct fails or if you just don't really know what to look out for.
We recommend you read the whole Greenwash Guide on Futerra's website as it really is very informative and useful. In the meantime, we'll give you Futerra's ten tips on what to look out for to avoid greenwash:
1. Fluffy language
Words or terms with no clear meaning, e.g. 'eco-friendly'
2. Green products vs. dirty companies
Such as energy-efficient lightbulbs made in a factory that pollutes rivers
3. Suggestive pictures
Green images that indicate a (unjustified) green impact, e.g. flowers blooming from exhaust pipes
4. Irrelevant claims
Emphasising one tiny green attribute when everything else is un-green
5. Best in class
Declaring you are slightly greener than the rest, even if the rest are pretty terrible
6. Just not credible
'Eco-friendly' cigarettes anyone? 'Greening' a dangerous product doesn't make it safe
7. Gobbledygook
Jargon or information that only a scientist could check or understand
8. Imaginary friends
A 'label' that looks like third-party endorsement…except it's made up
9. No proof
It could be right, but where's the evidence?
10. Outright lying
Totally fabricated claims or data
If you have experienced anything that smells of greenwash, please share it with us and other SmartPlanet readers in the comments below.
26 May 2008 02:19pm
Of course the one that's missed off is just lying.
Go to any farmers market and ask to see their Organic certificate. Amazing how many don't have it at hand or are applying for it. There are many people now jumping on the green & ethical bandwagon who know it's easy to claim green. Far too many brands are green spinning at the moment. In the US, people now trust green ads less than ordinary ads (14% against 17%).
check out www.brandrepublic.com/ethicalmarketing for more hot stuff.
Chris, FEEL, the ethical marketing agency.
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