Back in December I wrote about the upcoming launch of a Greenwashing Index website from EnviroMedia in partnership with University of Oregon School of Journalism and Communication.
The site is now live and I’ve just spent some time taking a look at what they’ve accomplished.
In their own words, the goal of the index is to:
- Help consumers become more savvy about evaluating environmental marketing claims of advertisers
- Hold businesses accountable to their environmental marketing claims
- Stimulate the market and demand for sustainable business practices that truly reduce the impact on the environment.
All visitors can view the ads, there are about 50 currently posted, and registered users can submit and rate ads based on a five-point criteria. The site also offers pertinent news and commentary. The idea is to present both good examples of green marketing as well as pure, unadulterated greenwash. If you’re interested in any aspect of green marketing consider taking a moment or two to check out EnviroMedia’s Greenwashing Index.