greenwashing

There is real money behind the claims of corporations "going green," but consumers still need convincing that it's more than just feel-good PR, a couple of recently released studies show.

Nearly every day seems to bring fresh news of corporations boosting their commitment to the environment, either through internal energy-efficiency measures or plans to introduce green tech products.

In a report released on Wednesday called the State of Green Business, consultant and writer Joel Makower and his colleagues from Greener World Media say that businesses are making progress in addressing environmental problems, such as climate change or … Read more

Manufacturers are falling over themselves to call their products "green" these days yet consumers often have limited means to verify those claims. But before consumers get cynical about those claims, better standards and certifications are needed, according to one expert.

Surveys show that about 20 percent of the public is interested in green products, with a small percentage of "deep greens" who are very well educated on products and services.

But how can a consumer avoid getting duped or disillusioned? Follow the lead of other industries, where there is some oversight of food and car safety … Read more

Printer companies are under attack as more people become concerned about global warming and toxic pollution.

The solution? "Printer Vendors Need to Greenwash Their Image."

That unfortunate headline was the theme of an e-mail newsletter this morning from Lyra Research, a well-respected firm that tracks the digital imaging industry.

Apparently the writer didn't realize or care that "greenwashing" is a negative term. It describes how companies aiming to appeal to treehuggers are painting a green face, without necessarily cleaning up their act.

Picky consumers detest this trend, which makes it nearly impossible to tell which … Read more

Environmental marketing firm TerraChoice found that many retail products overstate their environmental attributes, a practice which risks causing skepticism among consumers.

The company sent people to big-box retail stores to find products labeled as green. In the process, it found that almost all of them committed at least one of what it calls "sins of greenwashing."

Most common was the "Sin of the Hidden Trade-Off," where manufacturers claim a product has a green feature, such as recycled paper content, but don't pay attention to potentially more important issues, such as global warming or water use. … Read more

In this eco-chic era, it can be tricky to separate public-relations greenwashing claims from sincere product-greening campaigns. Businesses vying to appear ecologically kinder and gentler than the competition slap a broad variety of eco-labels onto their goods and services.

Aiming to make corporate practices simpler for consumers to decipher, a new effort by B Corporation is setting stringent sustainability standards. It will audit companies' environmental and social practices, encouraging businesses to integrate green goals into everyday operations. Businesses that pass the test can tap into B Corporation's collective marketing efforts. The so-called "triple bottom line" of serving &… Read more