Be aware of GREENWASH

The term greenwashing was coined by an environmentalist from New York, Jay Westerveld. He used this term in an essay to describe the ill will "green" marketing strategies of the local hotels. These establishments would attract guest with what a appeared to be a GREEN campaign against wasting natural resources, yet it was only a ploy to increase profits. They placed green placards in each room and encouraged guests to reuse their towels but past this, no real efforts were made on the part of these hotels. They only greened aspects of the guests stay at the hotel, ones that they could easily recognize, and not the hotel's operations and business practices.

More than ever, GREEN critics and surveyors have learned how to distinguish the genuine GREEN companies and initiatives from the rest. Prime example, in today's news, Johnson & Johnson reported that their company is on track to meet their goal of reducing carbon emissions by 7 percent by 2010, using 1990 as their benchmark. They have all kinds of facts and numbers to prove that they will meet their goal, but even still, somehow, their emissions manage to grow 3.3 percent in the year 2008 compared to teh year before. Now, how do they explain that? In the company's 12 sustainability report, they have acknowledge that their goal is "more aggressive than anticipated." They are working to become more energy efficient across various elements. Though carbon emissions increased in 2008, J&J reduced all waste by 16 percent and water use by 8.7 percent. Not bad at all for a company of their size with an extensive, global product line; however, we as a society must still hold them accountable. They must deliver on their overall carbon emissions goals too. It is not enough to say, "well they did decreased their X, Y, and Z, so its not a big deal if their A increases just a little bit." No! Please do not be deceived. This is yet another form of greenwashing.

Company's like J&J may have good intentions to help save the planet, but that is still no excuse to let them make exaggerated promises to the public, advertise it with their products and services, and manipulate consumers while increasing their profits. It is important that we remain informed and up-to-date on industry leaders and their GREEN promises. Consumer awareness drives corporate social responsibility, which instills accountability and this leads to real change.