It’s all “green this” or “ all natural that” these days, but according to Scott McDougall, president of TerraChoice Environmental Marketing, chances are it’s all a bunch of hooey.
A 99% chance to be exact.
McDougall’s TerraChoice conducted a study called “The Six Sins of Greenwashing” in which over a thousand common household products were randomly surveyed, taking their green claims and comparing them against the “six sins” most prevalent in marketing greenwash.
Of the 1,753 claims made a total of 99% committed at least one sin.
The sins are spelled out in TerraChoice’s Six Sins of Greenwashing page and include common ploys such the “Hidden Trade-off” to simply lying through your teeth. A further breakdown of the survey results is available here.
Green is fast becoming the next big buzzword for marketers, and polls show that consumers are willing to pay a premium for it. But if marketers abuse the trend and market bogus claims of green when consumers are genuinely trying to do the right thing, it could fast turn a win-win situation into lose-lose.
This is no time to simply chase a quick buck.