Greenwashing

We've been talking in one of my other classes about the topic of greenwashing. This is a tactic that is often used by companies that makes their products appear to be environmentally friendly while they really aren't. Does anybody remember the Clorox Green Works products? Yeah, not so green. Check out this the Greenwashing Index to see what companies get their thumbs up or thumbs down. According to their site, this is how they score products and companies:

"Greenwashing Index Scoring Criteria

When you rate an ad with the Greenwashing Index, it will generate a score based on your response to the following statements. Your score will be included in the ad’s overall score, and your comments will be added to the tally. Scoring is similar to golf: High scores are undesirable (for the advertiser).

1. THE AD MISLEADS WITH WORDS.
   Do you believe the ad misleads the viewer/reader about the company’s/product’s environmental impact through the things it says? Does it seem the words are trying to make you believe there is a green practice when there isn’t? Focus on the words only — what do you think the ad is saying?
   
2. THE AD MISLEADS WITH VISUALS AND/OR GRAPHICS.
   Do you think the advertiser has used green or natural images in a way designed to make you think the product/company is more environmentally friendly than it really is?
   
3. THE AD MAKES A GREEN CLAIM THAT IS VAGUE OR SEEMINGLY UNPROVABLE.
   Does the ad claim environmental benefits without sufficiently identifying for you what they are? Has the advertiser provided a source for claims or for more information? Are the claims related to the company/product?
   
4. THE AD OVERSTATES OR EXAGGERATES HOW GREEN THE PRODUCT/COMPANY/SERVICE ACTUALLY IS.
   Do you believe the advertiser is overstating how green the product/company actually is? Are the green claims made by the ad believable? Do you think it’s possible for the product/company to do the things depicted/stated?
   
5. THE AD LEAVES OUT OR MASKS IMPORTANT INFORMATION, MAKING THE GREEN CLAIM SOUND BETTER THAN IT IS.
   Do you think the ad exists to divert attention from something else the company does? Do you believe the relevant collateral consequences of the product/service are considered in the ad? Does it seem to you something is missing from the ad?"

Don't just assume that a product or company is truly friendly to the environment just because it uses words like "green" and "natural" in its advertising. Think before you buy!