How to Identify Greenwashing

Marketers use the words "green", "clean", and "energy efficient" to advertise a wide variety of products, ranging from diesel SUVs to household cleaners. While some of these claims hold true, others are exaggerated, false, or deceptive. The term greenwashing is now used to identify "green" language that promotes products or services which aren't actually environment-friendly.

Aside from deceiving customers, greenwashing also puts truly "green" manufacturers at a disadvantage. If your goal is to buy products which use less energy or cause less harm to the environment, you will want to accurately distinguish greenwashing from truthful information. Although it isn't always possible, following these steps will help you identify greenwashing in many situations:

1. Find specific details on the packaging or advertisement. Just how many watts does the "energy-efficient" electric heater consume, and what is the "eco friendly" stain remover made of? If this information isn't listed, try to obtain it on the Internet or by directly contacting the manufacturer.

2. Comparing products offered by different brands can help you identify greenwashing. A feature touted as "green" by one company may be included by most of the other brands as well. You could also compare specifics like miles per gallon, wattage, ingredients, and health warnings.

3. Look at the big picture, not just the aspect promoted as "green". Perhaps a cleaning product is now manufactured using renewable energy, but how does it affect your health and what chemicals does it contain? Can you identify less expensive natural alternatives? Is the packaging material recyclable?

4. Remember that greenwashing has been perpetrated by companies big, small, domestic, and foreign. Brands that apply greenwashing aren't necessarily disreputable or otherwise deceptive, so it isn't really possible to identify a specific type of company which makes these claims.

5. Truthfully reassess your need for the product or service. A sixty inch LCD television will use less power than an equivalent plasma TV, but do you actually need a TV that large? Could you dry your clothing on a clothesline, rather than using a "new, more energy efficient" electric dryer?

Finally, don't assume there isn't greenwashing (and other deceiving claims) because the advertisement appeared in a major magazine or on television. Many overpriced, exaggerated products are promoted using these methods, along with web sites and newspaper classifieds. As the economic recession cuts into ad revenues, publications and broadcasters remain unlikely to reject greenwashing or other deceptive advertisements.