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 Commission is way behind in issuing new rules on green marketing that would protect consum- ers and help our environment.” Gre-
enwashingIndex.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 com- panies 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 mar- keting choice. Buyer be aware.
Actor, author and pioneering environ- mental activist Ed Begley, Jr., is a promi- nent figure in the green movement. Begley’s Earth Responsible Products of plant-based, sustainable and rapidly biodegradable ingredients equal or out- perform their non-green counterparts (
BegleysBest.com).
natural awakenings May 2012
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