Keeping You on Your Greenwashed Toes
Consumers are getting greenwashed left and right, that is doused with an onslaught of false or far fetched “green” claims from companies. But, for every action there is an equal and opposite action and the greenwash watchdogs are out in full force.
One of my favorites is the Greenwashing Index. Here is a site devoted to a discourse on greenwashing in advertising where users can rate ads based on certain criteria.
When you rate an ad with the Greenwashing Index, it will generate a score based on your response to the following statements. Your score will be included in the ad’s overall score and your comments will be added to the tally. Scoring is similar to golf: high scores are undesirable (for the advertiser).
The Criteria:
- The ad misleads with words
- The ad misleads with visuals and/or graphics
- The ad makes a green claim that is vague or seemingly unprovable
- The ad overstates or exaggerates how green the product/company/service actually is
- The ad leaves out or masks important information, making the green claim sound better than it is
I like this site because it not only draws attention to specific greenwashers but also helps consumers and concerned citizens learn what greenwashing is, how to spot it and why it’s bad for the environment and business. Check it out online and let me know what you think, The Greenwashing Index.
