The large-scale Organic dairy cooperative, “Organic Valley” has just sunk to a new low in the practice of “I will market against my farmer neighbors by stoking consumer’s fears.” They announced that they have launched an on-line calculator that is supposed to show you how much pesticide and fertilizer use is avoided when you buy their products.  The news release essentially boils down to the message, “buy our products or you will probably die!”  It also essentially accuses the 97.5% of us who don’t buy Organic of destroying the planet.

When talking about pesticides the press report says: “For adults, exposure through diet has been linked to infertility, Parkinson’s, testicular cancer, birth defects and much more. More than one million children in America age five and under ingest at least 15 pesticides daily. Early exposures are suspected in the sharp rise in health problems including autism, obesity, asthma, brain cancer and other childhood cancers.”  This broad-brush assertion is misleading on so many levels that it is hard to know where to start.  I’m not saying that there have never been any health issues with any pesticide anywhere, but we also have sufficient food in part because of pesticides.  Though many people don’t know it, there are pesticides used on organic crops as well.  Actually, the EPA has done a very good job of regulating pesticide use over the years so that people don’t need to be frightened about their food.

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Playing cards had not yet entered my mind.

So imagine my amused surprise the other day when, while shopping for a new deck of quality cards for bridge (my husband had even requested a plastic set), I stumbled across Bicycle’s new (launched in 2008) line of Eco Edition Playing Cards.

While there is almost certainly a good level of bandwagon-jumping greenwashing going on here, there is still much good to say about these cards.  According to Bicycle:

Our playing cards are crafted from sustainable forest paper, starch-based laminating glue and vegetable-based printing inks.  This pack of cards is recyclable.

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As consumer demand grows for safe beauty products, marketing departments get better at making their products sound less synthetic without actually delivering the green goods. As a result, rather than increased transparency, we get layer after layer of…er…let’s called it mud. The typical advice is to read labels. I don’t know about you, but for me that can feel like a full time job. In chemistry. Without a degree. I’ve found other ways to detect the washing of the green, and thought I’d pass along what I have learned.

1) Are the ingredients clearly displayed on the label?

If the answer to this first question is a no, you’ve almost certainly happened upon a company engaged in greenwashing. When ingredients are hidden, it almost always means there is something in that list they want to hide. A great example is Victoria’s Secret’s Pink body care line, the contents of which are hidden beneath a white sticker with a nondescript black arrow, discretely placed underneath the bottle. The ingredients are not anywhere on the website, another bad sign (see Tip #4). A brand promoting a natural line that is indeed organic and/or natural will proudly display their ingredients where a consumer can easily find them.

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Everyone knows the dark and dangerous side of the tobacco industry. The ill effects of cigarettes on the health of smokers, non-smokers, and the environment are well established. So is it fair or ethical for such a heinous and disgusting product to promote eco-friendly improvements to its packaging?

This is precisely what has happened recently with one of Canada’s leading cigarette brands, du Maurier. Du Maurier is using a more sustainable grade of paper for the outer cardboard packaging and they have removed the traditional inside foil liners with ones made of paper. To promote these green initiatives, du Maurier invested in a full-page color advertisement in a major Canadian magazine.

While it seems laughable that a tobacco company would be trying to paint itself with a shade of green, does this constitute greenwashing?

Gideon Forman of the Canadian Association of Physicians for the Environment said: “Is it green washing? Yes.” According to the ‘Seven Sins of Greenwashing’, the closest sin that du Maurier might be guilty of is the Sin of Lesser of Two Evils. This is where an environmental claim makes consumers feel ‘green’ about a product that is lacking in environmental benefits.

Obviously cigarettes are lacking in environmental benefits. But was the intent of the advertisement to trick people into thinking they were improving the environment by smoking du Maurier cigarettes? Doubtful. My guess is that they are trying to convince existing smokers to try their brand because of their green actions, basically saying ‘if you are going to partake in this senseless habit you might as well use one with green packaging’. Maybe they did some research and found there are enough smokers out there with an environmental conscience to warrant this advertisement.

If they truly are just promoting their recent green packaging without trying to pass off cigarettes as a green product, the greenwashing angle might be unfounded. Yet all of these issues may soon become irrelevant, as wheels are in motion to close the Canadian tobacco advertising loophole that allows ads like this to continue to be published.

Image: SuperFantastic at flickr under a CC License

Stephen Boles is co-founder of Kuzuka, a marketplace website that brings a new level of convenience and confidence to carbon offset customers and provide consulting services to organizations that want to assess and reduce their carbon footprint.

Before presenting the Emeral Awards for Best Natural Shampoo, Conditioner, and Hair Treatment tomorrow, I would like to deliver a brief public service announcement.

As you may have noticed, few of the products mentioned in the Emerald Awards series have also won best of green awards in the major newsstand magazines. Those products are primarily sold at Sephora and carry this retailer’s own “natural seal.” Go to the website, and they will acknowledge that no universal standard exists, leading them to create their own seal because “we felt we had to take the initiative to define what natural means in terms of our environment. What is natural beauty? We have defined the term as it relates to Sephora, and products must live up to that definition to be considered natural.”

This definition of natural is, at best, a broad one. In fact, it earned Sephora the honor of being named one of the four “biggest ‘green marketing’ scams” by TerraChoice, the group behind sinsofgreenwashing.org. Beyond that, however, I found much greater concerns than their lax standards.

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But it’s not about the decor — it’s what they carry that makes this place special.  Plan Toys.  HaPe.  Schylling.  Plastic toys made from recycled milk jugs.  Non-toxic wooden toys.  Toys intended to enrich the mind and body of your children, not just feed into consumerism and branding.

And for me, it is a local store, within driving distance, right here in Atlantic Canada.  Unfortunately for my American friends reading this, while they do take online orders, Hot Toads only delivers within Canada.  Sorry, eh?

One of the many cool items they have is a line of large toy cars called E-Racers, from HaPe’s Bamboo Collection.  I had a nice chat with the fellow working there, and learned that apparently these were the first toys to be made from bamboo.  I was surprised that, while bamboo has been used for clothes, cutlery and dinnerware, flooring and even wallpaper for some time, the idea of bamboo toys was still relatively new.

He also filled me in on a fact I had previously been unaware of.  Of course, bamboo is the new golden child of the eco movement: it grows easily and quickly without pesticides, and is therefore a readily renewable resource with low environmental impact.  Bamboo wood is attractive and sturdy, and bamboo cloth is soft and has natural antibacterial properties.  As worldwide consumer demand for bamboo has increased dramatically in recent years, some companies have taken to clear-cutting hardwood forests in order to make room for bamboo plantations.  And despite bamboo’s rapid growth, difficulty in seed propagation combined with over-harvesting has even threatened some species to near-extinction.

Ugh.

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Editor’s Note: See Mayor Gavin Newsom’s post on this announcement at CleanTechnica.com.

San Francisco is well on its way to reaching the lofty goal of a 75% recycling rate by 2010. Today Mayor Gavin Newsom’s office announced that the city has attained the title of US recycling king by keeping 72% of ALL recyclable material out of landfills.

>>See also San Francisco OK’s California’s Largest Municipal Solar Plant

And we’re not talking simply cans and bottles here either; in 2006 Mayor Newsom instituted a Mandatory Construction and Demolition Debris Recovery Ordinance, which means that 72% number includes all waste generated on construction sites too.

“By requiring builders to recycle debris from construction projects, we were able to divert tens of thousands of new tons of material away from the landfill,” said Mayor Gavin Newsom. “Clearly, mandatory recycling measures pay off; if we’re going to reach a recycling rate of 75 percent in 2010 and zero waste by 2020, we need to make sure that residents and businesses are taking full advantage of our composting and recycling programs.”

The San Francisco Department of the Environment said that in 2007 the city generated 2,100,943 tons of waste, of which only 617,833 tons went to landfills. This represents the city’s lowest tonnage sent to landfills in over 30 years.

Although 72% is an impressive number, the city sees an opportunity to go even higher.

“If we captured everything going to landfill that could have been recycled or composted, we’d have a 90% recycling rate” said San Franciso Department of the Environment Director Jared Blumenfeld. “The Board of Supervisors will soon be considering an ordinance that will require residents and businesses to sign up and use the recycling and composting programs, which we need to make our goals.”

Image Credit: Rick’s Flickr photostream under a Creative Commons License.

“The simple truth is that many beauty products are advertised as natural or organic when their ingredients are far from it. Many companies produce these “so-called” natural or organic  products by adding a few herbal extracts to a synthetic soup of polymers (plastics), silicones, petroleum (and its derivatives), artificial fragrances and colors, and other potentially harmful substances. They then market the product by focusing on the few clean ingredients, while disregarding the rest, hoping the consumer will do the same. The public is becoming more aware of this unethical marketing strategy (often called “greenwashing”), but unfortunately the practice is still widespread.” - Kirsten Binder, Saffronrouge.com

Last week, while in New York City, I purchased Josie Maran’s Earth Day Essentials kit. I had heard so much about her line from various friends and makeup artists - not to mention numerous beauty magazine and blogs - that I wanted to experience what everyone was raving about.

While sitting in the subway train, I glanced over the ingredients of the lip gloss, intending to give that one a whirl right away. But what to my wondering eyes should appear, but POLYBUTENE as the first ingredient on the list. I’m certainly no chemist; I don’t even make my own skin care products at home (yet). Nonetheless, I had read enough to be nearly certain that polybutene was a member of the petrochemical family. I put the gloss back in my bag until I could do a little more research. To put it mildly, what I found was much worse than I anticipated. 

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Editor’s Note: Lyndon Rive is the co-founder and CEO of SolarCity, a national leader in solar power. This is the first in a series of posts from the CEOs of major solar companies.

Is it May already? Maybe it’s just me, but the media didn’t seem to make as big a deal over Earth Day as it has the last few years. I noticed that Vanity Fair didn’t do a “green issue” this year, and according to John McCaslin on Town Hall, Outside, Discover, Mother Jones, Newsweek and Time cut back on their Earth Day green issues too.

Treehugger reported that Vanity Fair is going to spread its environmental articles throughout the year, and this section of the magazine’s Web site seems to support that. But McCaslin calls it “green fatigue.” I think they’re both right.

• » Consumer solar aggregation project launched in San Diego
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By contributing guest author Ida Cheinman, Principal and Creative Director of Substance 151, a strategic design agency for Green Printer’s “Design Goes Green” series.

We live in a time when “sustainability” is topping the buzzword charts and a wave of greenwashing is flooding the mainstream. We live in a time of intense competition, gloomy economic forecasts and rapidly disappearing marketing budgets, but also in a time when more and more companies and organizations strive to uphold higher environmental and social values, making the shift to the triple bottom line economic model. Sustainability and social responsibility are the forces that drive many of today’s business decisions; they also change the way organizations re-think their branding and marketing strategies. As marketers and business leaders, we are faced with the challenge of finding differentiation by creating empowering and memorable brand experiences for our audiences in the increasingly crowded sustainable marketplace.

So, What are the rules?

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Earth Day brings out the best (or worst) examples of greenwashing.

I simply ignored most of the PR pitches I got in the last couple of weeks, but one stood out to me as an absolutely ridiculous spin on a product.

I’m going to take a chance and give it more publicity than it’s worth. Here’s the pitch I got:

“Monopoly®: Planet Earth Edition gives fans the chance to buy, sell and trade the earth’s most natural resources, landscapes, and animals Monopoly® style.”

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That’s the question that is now on many peoples’ minds. Comment threads on popular Peruvian and expatriate websites show a diversity of opinions. Some people think a Disney theme park would be great for providing jobs in a country that needs them, while others think it would amount to exploitation.

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TerraChoice Environmental Marketing released its report The Seven Sins of Greenwashing today. The report defines greenwashing as “the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service.”

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I’m a believer in voting with our dollars to send companies a message about what we, as consumers, want and that message is ringing through loud and clear. Consumer demand guides retail decisions - plain and simple.  With organic beauty brands popping up at what seems to be lightning fast speeds these days, its evident consumers are speaking and companies are listening.  It’s undoubtedly exciting there are more organic options popping up on the scene at a steady pace, but it can also be very confusing and overwhelming for consumers to distinguish a truly organic brand from one that isn’t when labels and price points can be similar.

It’s all about ingredients.  But how can we decide when we can’t locate the ingredients and when we finally do, are they really organic? 

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It will now take steps to reduce pesticide use in potato production for its supply.

Our U.S. potato suppliers are already working with their growers to advance sustainable pesticide practices, such as reductions and alternative methods.

And because it accounts for a huge chunk of U.S. spud use, I suppose it’s good that they’re leaning toward organic. But this isn’t some charitable thing, though they’re gonna spin it that way (of course).

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StalkMarket is a leading provider of eco-friendly disposable tableware, flatware and food packaging. The company’s product line includes a wide array of plates, bowls, serving trays, to-go containers, sandwich boxes, utensils and cups made from sustainable, biodegradable plant materials. All StalkMarket products are compostable.

The majority of products are made of a sugarcane paperboard called bagasse. The raw materials we use to make bagasse are the upcycled byproduct of sugar refineries. Traditionally, this material was discarded by burning.

StlakMarket provides a vastly superior alternative to disposables made from plastic and polystyrene (Styrofoam) products. The overwhelming majority of the environmentally-conscious community embraces StalkMarket as a legitimately green company that provides an elegant solution to a daunting problem. We’ve even been endorsed by Sierra Magazine in 2005 for our efforts.

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There is a lot humankind can - and must - do to reduce its impact on the environment, but we cannot eliminate our impact entirely. The very act of breathing produces greenhouse gas. It is no more possible to come up with a 100% green product than it is to live a 100% green lifestyle. At the end of the day, it is all about compromise, sacrifice and trade-offs. This is a concept with which any successful ecopreneurist must come to terms.

Since there is no such thing as a completely green product, it stands to reason that some people may conclude that the environmental cost of any given innovation is not worth the environmental benefit. And, since the definition of greenwashing is subject to interpretation, occasionally a perfectly legitimate Earth friendly solution or product still runs the risk of being inaccurately branded as such.

Our last article covered a number of ways to help minimize the chance of this happening. However, green businesses need to take a pragmatic approach and realize that if they market their products as green, they are going to take some criticism from someone. It’s simply inevitable.

Learning to handle public criticism is important. Below are a few suggestions on how to turn criticism in to a branding opportunity:

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Disney has just issued the company’s first ever comprehensive corporate responsibility (CR) report.  For a company that was founded in the 1920s and is the largest media and entertainment corporation in the world, this report is a long time overdue!

The long term environmental goals outlined in the report are:

Zero waste

Zero net direct greenhouse gas emissions from fuels

Reduce indirect greenhouse gas emissions from electricity consumption

Net positive impact on ecosystems

Minimize water use

Minimize product footprint

Inform, empower and activate positive action for the environment

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By Contributing Writer Melissa Chungfat | Part of Green Printer’s ‘Design Goes Green’ dispatch.

Thanks to blogs, websites, Facebook, and the ever-growing list of social media tools, people have the ability and power to educate themselves about anything they please. It is harder for companies to get away with lies about their products and misleading messages. People can easily look up “greenwashing” or “what is an organic product?” in a search engine and in a matter of seconds, they have a list of resources that cuts through the PR.

So how can companies who are taking sincere environmental initiatives market themselves credibly?

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A social entrepreneur is someone who recognizes a social problem and uses entrepreneurial principles to create a venture designed to have a positive impact on society. Ecopreneurists are, simply, social entrepreneurs focused on the environment.  While a social entrepreneur’s business may be a for-profit enterprise, the driving force behind it is the desire to do something meaningful.

Generally speaking, social entrepreneurs are not involved with greenwashing (at least not blatantly or intentionally). However, being an ecopreneurist does not automatically give you immunity from scrutiny. The fact that so many companies have jumped onto the green bandwagon has created an environment of skepticism among potential customers that any company claiming to be green must overcome.

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