Greenwashing is defined as the act of misleading consumers about the environmental practices of a company or the environmental benefits of a product or service.
The 7 Sins to watch out for are:
1. ‘Sin’ of HIDDEN TRADE: whereby a product suggests it’s ‘green’ based on a narrow set of attributes.
2. ‘Sin’ of VAGUENESS: claim/s poorly defined or broad and the real meaning is very likely to be misunderstood.
3. ‘Sin’ of NO PROOF: an environmental claim that cannot be substantiated by easily accessible supporting information.
4. ‘Sin’ of IRRELEVANCE: claim that would be truthful, butis unhelpful or unimportant.
5. ‘Sin’ of LESSER OF 2 EVILS: claims that might be true within a products category, but distract from bigger environmental issues.
6. ‘Sin’ of FIBBING: claims that are simply false.
7. ‘Sin’ of WORSHIPPING FALSE LABELS: impression of 3rd party endorsement where no such endorsement exists.
Source: Simply Green Vol4 #1 (referencing www.terrachoice.com)
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