2. Everyone wants to be environmentally friendly, but who actually is? GREENWASHING

3. “ disinformation disseminated by an organization so as to present an environmentally responsible public image” More than 75% of the public will switch to a brand associated with the environment when price and quality are equal -The 1997 Roper Green Gauge Reports What is Greenwashing?

4. History of Greenwashing 1980 1990 2000 2010 The 1 st Earth Day (April 22) was held, encouraging industries to promote environmental activities 1992: The Federal Trade Commission created the “Green Guidelines”, to define terms used in environmental marketing. The guides were revised again in 1996 and 1998. 1999: Greenwash became a word in the Oxford English Dictionary 1970 From 1990-2009: 44 FTC Environmental cases of Greenwashing

8. Online Survey Percentage of investments expended

9. ASA Fiji Rebranding Emissions Carbon Offset Biodegradable Survey Agency Action Firms Remove Statement Class Action Charge Compliance Protest Boycott FTC Consumers Fiji

13. Implementation Crawler Consumers Corporations Enviro Marketing Firms Consumers coordinate coordinate Educate Enforce

14. FTC Chairman Jon Leibowitz quoted ‘noted environmentalist’ Kermit the Frog stating, “It’s not easy being green, but these Guides will hopefully make it easier.”

15. Survey: 50 Respondents