I have to hand it to the marketing people at Dow Chemical. If there was ever an advertising campaign that was further from the truth or done so in a more beautifully scripted way than “The Human Element” I have yet to see it. So I was somewhat relieved to find it on the top of the Greenwashing Index list – at least it is getting the right kind of exposure.
I was first aware of the campaign when I got a special issue of Smithsonian, the 37 under 36: America’s Young Innovators in the Arts and Sciences, which is, to …read more

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 …read more