Sunday, July 13, 2008

Greenwashing Is A Sin

Buglady Consulting’s Suzanne Wainwright-Evans told attendees in the Greening Up Your Garden Center session that “greenwashing” – making unfounded claims about the “greenness” of a company or product – is a pervasive marketing technique today. She cited research done by TerraChoice that examined more than 1000 claims of environmental friendliness and found that 99% were untrue or misleading.

While the gardening industry has a generally great story to tell on sustainability, Wainwright-Evans cautions garden retailers to be very clear when making green claims. Be transparent about what you mean by words and phrases like “natural,” “organic,” or “soft on beneficials” or be prepared to face the wrath of an increasingly aware and suspicious public.

No comments: