The bottled water industry is a more recent example. Amid mounting negative publicity about their unsustainable practices, these companies aggressively overhauled label designs and switched to thinner plastic bottles. Yes, the new form is less waste- ful, but drinking bottled water remains among the most environ- mentally unfriendly habits; plus, drinking from plastic, made with petrochemicals, is unhealthy, according to a Harvard School of Public Health study published in 2011 in the peer-reviewed jour- nal Environmental Health Perspectives. Thankfully, the tide is turning in many companies with integ-


rity. For example, in the 20 years since Westerveld’s report, more hotels are starting to introduce genuine environmental reforms, but so much more progress is needed across the board in business that the true pioneers stand out. Unfortunately, given the creativity of evolving greenwashing tactics, it is becoming more difficult to distinguish between authentic eco-alterations and mere overtures to green living. Buyer beware still applies.


Green Products Must Walk the Walk


Here are some telltale signs of greenwashing. Fluffy or ambiguous language. Beware of terms such as all


natural, true organic experience or free of [insert scary chemi- cal name]. These terms are not government regulated, and mean nothing. Even the organic monicker has multiple definitions that are meaningless unless a product is certified organic by a respected institution that issues objective standards. Partial or nonexistent list of ingredients. The entire list should be on the label for 100 percent transparency. Unverified health claims. Many companies lie or outright fabricate claims or data. Demand to see supporting scientific studies.


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 going online,” says Kevin Tuerff, president of EnviroMedia and co-founder of the Greenwashing Index. “Unfortunately, the Federal Trade Commis- sion is way behind in issuing new rules on green marketing that would protect consumers and help our environment.” Greenwash- ingIndex.com was launched in 2007 to help shoppers know how to identify vague or misleading claims and when they can be confi- dent 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 Begley, 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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