CE Pro magazine, a publication specializing in (you guessed it) consumer electronics and the custom installation professionals that sell, install and service them, recently published the “7 Deadly Sins of Greenwashing”. As “green” has become THE buzz word in recent years, more and more companies are (knowingly or innocently) participating in greenwashing practices: “making false of dubious claims about whether a product of service is green, or how green it is.”
CE journalism vet Steve Castle provides some great “Don’t!” tips for companies looking to manufacture or tout their environmentally-friendly (or not) products and services.
- Hidden trade-offs: Don’t focus on one thing, like energy efficiency, and disregard another, like a product’s toxicity.
Every little bit helps, but to claim true “green”, we are talking more than just the color!
- No proof: You should have a third-party review of your claims.
You’ve watched Law & Order, right? No proof = no case.
- False claims: Don’t lie.
Remember, everything we (should) know, we learned in kindergarten.
- Vagueness: Don’t stretch the truth with claims like “all natural” that includes naturally occurring mercury, for example.
PR professionals, take heed. Oh wait, that’s us! Note taken.
- Lesser of Two Evils: Don’t say, “Sure it’s toxic, but it’s also energy efficient!”
HA! Yes, that is a joke and dangerous for company.
- Irrelevance: Don’t take something good, like LED lighting, and make its ecological virtues irrelevant by overusing.
- Label Worship: Anschel cites the NAHB’s “Green Approved” product label as one that is available to many products and does not indicate a green certification.
There are a number of resources and certification programs… The bottom line is be smart and stay true to the underlying goal – to create products and services that are more environmentally friendly to protect the Earth’s resources and natural state.
Great tips to follow to ensure you and your company are not inappropriately capitalizing on this tempting trend. The penance for these sins could be severe.
Posted by: Katie | follow @katieshort on Twitter