This page contains a Flash digital edition of a book.
A questionable parent company. If a maker is owned by


a company notorious for toxic outputs, chances are that the product’s formula has undergone only minimal changes from the original, non-green version. Consumers are not powerless. “Our research shows that


while some consumers blindly trust green product claims, a growing number are doing research on product labels or go- ing online,” says Kevin Tuerff, president of EnviroMedia and co-founder of the Greenwashing Index. “Unfortunately, the Federal Trade Commission is way behind in issuing new rules on green marketing that would protect consumers and help our environment.” GreenwashingIndex.com was launched in 2007 to help shoppers know how to identify vague or misleading claims and when they can be confident of product authenticity. The good news is that more companies today than ever


are honestly working toward becoming more green. Smart shoppers will help them on their way by consistently making the right environmental choice, not just a marketing choice. Buyer be aware.


Actor, author and pioneering environmental activist Ed Beg- ley, Jr., is a prominent figure in the green movement. Begley’s Earth Responsible Products of plant-based, sustainable and rapidly biodegradable ingredients equal or outperform their non-green counterparts (BegleysBest.com).


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