Greenwashing

The growing popularity of the green movement has marketers exploiting our noble intentions to be kinder to the environment by misleading consumers about the environmental benefits of a product or service or about the environmental practices of their company.

This can be done in a number of ways:

  • masking hidden environmental trade-offs
  • not providing certification or evidence of claims
  • making claims too vague to be meaningful such as “all-natural” (arsenic is natural)
  • making irrelevant environmental claims i.e. CFC-free (CFCs were banned 30 years ago)
  • falsely using third party certifications
  • misleading by providing a lesser of two evils i.e. organic tobacco