KeepGreenGoing

Again, in the marketing world –

Greenwashing is a term that’s been catching on in the media. Seems to me, it’s about ready to enter the public lexicon, too, just by virtue of its increasing applicability as consumers become simultaneously more eco-conscious and less trusting.

Here’s a simple definition: When a company makes a green claim that’s either false or misleading, it’s greenwashing.

Thanks to Rob Walker at Murketing for linking to The Greenwashing Index, what is already an interesting resource that has the potential to become the go-to guide for navigating green claims in advertising. I’m not a fan of the ratings system as it stands — the criteria is good, but I’d love to see numbers based on more informed reviews from advertising and environmental professionals — but I like the sharing of information that occurs in the comments section of each ad.

On a very basic level, it’s been helpful to consider their criteria (assembled by “advertising academia,” according to the site) when I come across any new “green” ad.

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 claim 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 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
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?