Presentation on credible sustainability and green marketing communications from Scot Case of Terrachoice Learn more about Sustainable Business & Design at: http://sustainablelifemedia.com

1. Establishing
Credibility and
Avoiding Greenwash
Scot Case
TerraChoice

2. Green is Suddenly Everywhere
©Scot Case, TerraChoice Environmental Marketing, 2008

3. …Even Soap Opera Digest
©Scot Case, TerraChoice Environmental Marketing, 2008

4. Environmental Claims are Growing
•Eco-safe •Made with non-toxic
ingredients
•Environmentally friendly
•Degradable
•Earth friendly
•Biodegradable
•Earth smart
•Compostable
•Environmentally safe
•Environmentally safe
•Environmentally preferable
•CFC-free
•Essentially non-toxic
•Ozone friendly
•Practically non-toxic
•Recyclable
©Scot Case, TerraChoice Environmental Marketing, 2008

5. Beware of Greenwashing
Green∙wash (grēn'wŏsh', -wôsh') – verb: the act of
misleading consumers regarding the environmental
practices of a company or the environmental benefits of
a product or service
WARNING:
Learn to ask critical questions or you might be selling
products with creative marketing rather than products
with legitimate environmental benefits.
©Scot Case, TerraChoice Environmental Marketing, 2008

6. Six “Sins” of Greenwashing
•Sin of Fibbing – Misleading customers about the actual environmental
performances of their products.
•Sin of No Proof – Also known as the sin of “just trust us,” some
manufacturers are unable to provide proof of their environmental claims.
• Sin of Irrelevance – Factually correct, but
irrelevant, environmental assessments
(e.g., “CFC-free”)
• Sin of the Hidden Trade-Off – Focusing
on one or two environmental facts, but
ignoring other significantly more important
environmental concerns.
©Scot Case, TerraChoice Environmental Marketing, 2008

7. Six “Sins” of Greenwashing
•Sin of Vagueness – Broad, poorly
defined environmental claims (e.g., “100
percent natural”)
•Sin of the Lesser of Two Evils – A
product can be the most environmentally
preferable product in its class, but still be
an inappropriate choice (e.g., “organic
cigarettes”)
©Scot Case, TerraChoice Environmental Marketing, 2008

8. To Avoid Greenwashing…
The environmental standards most frequently cited by
purchasing professionals include:
<www.ecologo.org> <www.energystar.gov> <www.greenseal.org>
•Founded 1988 •Founded 1992 •Founded 1989
•120 standards •50 standards •30 standards
•7,000 certified products •“Thousands and thousands” of •2,000 certified products
certified products
©Scot Case, TerraChoice Environmental Marketing, 2008

9. Lots of Labels Around
A partial list of labels currently being used:
•Blue Angel •EPEAT •LEED
•CFPA •EU Flower •MSC
•CPG •Fair Trade •Nordic Swan
•DfE •FSC •Process Chlorine Free
•Eco Mark •GBI •SCS
•EcoLogo •Good Green Buy •SFI
•Ecomark •Green Label •TCO
•Eco-OK •Green Seal •Totally Chlorine Free
•Energy Star •GREENGUARD •USDA-Organic
•Environmental Choice •Greenstar •WaterSense
©Scot Case, TerraChoice Environmental Marketing, 2008

10. Comparing Eco-Labels
WARNING:
Not All Environmental Claims Are Created Equal
Learn to ask about:
•Type of standard
•Validity of the standard
•Standard setting process
•Verification process
©Scot Case, TerraChoice Environmental Marketing, 2008

11. North America (ISO Type I)
<www.ecologo.org> <www.greenseal.org>
Global Ecolabelling Network: <www.gen.gr.jp>
©Scot Case, TerraChoice Environmental Marketing, 2008

12. Other Important Standards
©Scot Case, TerraChoice Environmental Marketing, 2008