Browsing the "greenwashing" Tag

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Green Windows or Green Washing?

Buying energy efficient windows is a win-win: the environment wins because less energy need be generated through the burning of fossil fuels, and the consumer wins by saving money on energy bills. It’s no surprise, then, that many homeowners are willing to pay a higher price for windows that claim to be energy efficient. What is surprising, however, is that many of the energy-efficiency claims made by window manufacturers, distributors, and sellers are outright false, or at least vastly overstated. Now consumers are forced to make a decision: are these green windows, or is it all a bad case of green washing?

October 12th

Eco-Marketing for New and Emerging Businesses

If you have a start-up business, or you’re trying to grow your existing venture, you probably already know how important marketing is to your success. You may not know that you don’t have to sink bazillions of dollars into your marketing efforts to gain followers, fans, and customers. Marketing in an environmentally friendly way, regardless of the product you sell, will help give you an added boost over competition.

August 29th

Green Marketing Lessons for Entrepreneurs

Transparency , product stewardship or life cycle management are some of the key hallmarks of any business, especially eco-centric businesses. Ben Grossman, through his guest lecture at Tufts University wants to bring home the point that a business can improve its branding and green marketing by concentrating on the basics.  I had the privilege of guest […]

April 2nd

McDonald's Serves Up Some Greenwash With Its Fries

McDonald’s is launching an ad campaign focussed on its growers. The local food movement has caught on amongst concerned citizens wanting to know where their food really comes from. Obviously McDonalds has been watching and wants a piece of the “eat farm fresh” ideology.
McDonald’s U.S. Chief Marketing Officer Neil Golden told Ad Age, “We thought putting a face on the quality of the food story would be a unique way to approach this. We acknowledge that there are questions about where our food comes from. I believe we’ve got an opportunity to accentuate that part of our story.”

Why does all this sound like a bunch of greenwash storytelling?

December 27th

Green Collar Salvation: Are Green Jobs the Answer?

With the country in both an environmental crisis and an economical crisis, times are looking pretty dire for a lot of people. Those who are still employed aren’t certain how long they’ll be able to maintain their employment, and a lot of the nation’s traditional industries such as auto-manufacturing are going through some intense changes.

December 6th

Newsweek Names IBM – America’s Greenest Company

In its third annual Green Rankings, Newsweek has identified IBM as America’s greenest company. Newsweek partnered with two research organizations, Trucost and Sustainalytics, to analyze how companies interact with the environment. They took into account each company’s actual environmental footprint, including greenhouse gas emissions and water use; each company’s policies regarding environmental programs and initiatives; and each company’s disclosure or reporting.

December 5th

Green Labels or Greenwashing?

Taking care of the environment can be hard work in a consumption based society. Well-intentioned consumers need to know where and how their food was raised, how much of their waste is dumped in a landfill, and whether, not only products but their production methods are sustainable.
While this may seem like it’s getting easier as more companies jump on the green bandwagon, it is actually getting more complex. In addition to companies who intentionally mislead consumers by greenwashing their products, there are a number of companies who are legitimately doing things to help the environment, but they muddle the waters when trying to convey exactly what they are doing.

November 2nd

The Janum Marketplace Tackles Supply Chain Issues and Greenwashing in Consumer Products

Ever wondered where your favorite eco-friendly item came from or what its supply chain actually looked like? I sure do. Supply chains have become so complex and convoluted these days, there is no wonder that it is the number one issue that plaques sustainability initiatives and fosters greenwashing claims. One entrepreneur from San Francisco, Julian Coleman, probably also had the same questions when he founded Janum.

Janum is a unique online marketplace launched September 15, 2011, with the aim of making long supply chains transparent so that consumers, brands and producers all benefit. For every product sold on Janum the company shows consumers, through facts and videos, the places and people that made them, the fabrication steps, the ingredients and their impact on human and environmental health.

October 19th

SC Johnson Withdraws "Greenlist" Logo- Lessons in Greenwashing

SC Johnson will stop using the “Greenlist™” logo in its current form on Windex® products. The company has reached an agreement on two lawsuits regarding use of its logo and the parties have agreed to an undisclosed settlement.

The Greenlist™ logo was intended to signify that the Windex® products had achieved the highest internal ratings according to the company’s patented Greenlist™ process. The lawsuit resulted as plaintiffs opined that Greenlist™ was an internally developed process rather than that of a third-party and that the logo implied the products included environmentally friendly ingredients.

July 11th

CBS “EcoAd” Program Charged with Deceptive Greenwashing

Consumer and environmental groups yesterday sent a formal complaint to the Federal Trade Commission, asserting that the “EcoAd” program recently launched nationally by CBS/EcoMedia is in violation of federal law and the agency’s “Green Guides” for environmental claims. In the complaint, Ecopreneurist (I blogged about the EcoAd program in January) along with the Center for Environmental […]

April 12th