About Greenwashing

How Do I Spot It?

There are plenty of good companies telling their environmental stories to the world, and even some who aren’t but should be. Some do it well; others don’t know where to begin. So what is considered good green marketing?

Here are a few tips on what to look for so you don’t get greenwashed, or if you’re a company, so you’re not greenwashing yourselves:

  1. The Truth: If you see a green ad, take a look at the company as a whole. Can you easily find more information about their sustainable business practices on their website? Do they have a comprehensive environmental story? Is there believable information to substantiate the green claims you saw in the ad? If not, buyer beware.
  2. The Whole Truth: Next, try this. Google the company name plus the word “environment” and see what pops up. This is far from scientific, but if consumers or environmental advocates have a beef with the company's track record, something’s bound to pop up.
  3. And Nothing But The Truth: “I know it when I see it.” Those are the words of Supreme Court Justice Warren Potter in a ruling on hard-core pornography in 1964. As weird as it may seem, those are words to live by for the consumer and green marketing claims. If you spot a green ad, how does it strike your gut? Does it ring true and authentic, or is it obviously hype? Smart shoppers abound globally, and your own scrutiny of green marketing claims is one more item to throw into your shopping cart.