forms of resource conservation, recy- cling or waste reduction. The bottled water industry is a more


recent example. Amid mounting nega- tive publicity about their unsustainable practices, these companies aggressively overhauled label designs and switched to thinner plastic bottles. Yes, the new form is less wasteful, 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 journal Environmental Health Perspectives. Thankfully, the tide is turning in


many companies with integrity. For ex- ample, in the 20 years since Westerveld’s report, more hotels are starting to intro- duce 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 green- washing. Fluffy or ambiguous language.


Beware of terms such as all natural, true organic experience or free of [insert scary chemical name]. These terms are not gov- ernment 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 ingre-


dients. 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 support- ing scientific studies. A questionable parent company. If


a maker is owned by a company notori- ous 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 consum- ers 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 consumers and help our environ- ment.” 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 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).


Shop with a Conscience at Natural Awakenings’


New Webstore, www.NAWebstore.com As a leader in green and healthy living, it makes perfect sense for us to open a webstore that features items that support sustainability and natural health. You’ll love our easy-to-navigate site. Shop by product categories that include beauty and skin care, home and office, books and music, fitness, clothing, cosmetics, kids and pets.


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