Greenwashing
Aili Jokela, co-chair of Fleishman-Hillard Sustainability, a company that helps businesses “go green” states, “I think green will become as pervasive as the Internet is today.”
She is speaking of the new science of “greenwashing,” or convincing consumers to purchase a product based on the assumption that it is eco-friendly, organic, or chemical free even if it is not.
The market for green products has risen steadily over the last decade and shows no signs of stopping. Everything from food to cleaning supplies offers a better environmental option. However, this can become dangerous when the word “eco-friendly” can be slapped on the side of any cup or bar of soap on the market. If that cup will only become biodegradable under certain circumstances, and those circumstances are not provided in the landfill they’re going to, the cup will not deteriorate. What proves that this cup is “biodegradable” and who proved it?
Thus arises the question “How can restaurant owners sort through the misty illusion of products that will save our planet?” It can be a difficult and daunting process, but research, questions about products, and communication with partners and employees will get you there.
Business Owners
If your business is trying to move toward a “greener” future, there may be some uncertainty as to which products are appropriate. Try finding a site like greenbuildingadvisor.com for building products or greencertifier.com for cleaning products. Energy Star is a great partner to rely on for appliances.
Ask around. Find a business in your area that is successful in being environmentally friendly, and ask them about it. Find out what they use, and who they buy through. Then pass that information to a business owner you know. When it comes to going green, communication and working as an industry are key elements. Never underestimate the power of “word of mouth” or “grassroots” advertising, just be sure you’re going for the grass and not the AstroTurf.
Once you’ve established a new “green routine”, discuss the changes you’ve made with your employees, and how they can relate that to customers. When informing customers of how your restaurant or business is eco-friendly, employees should know and present only true information. Unintentional greenwashing is still greenwashing.
Consumer Power
If we demand products that truly impact the environment, and are not just advertised to give an eco-friendly appeal, the ultimate control of the free market lies with the consumer. As the demand for “green” products has risen over the years, so have the variety and availability of products that qualify as “green”. However, uninformed or wrongly informed consumers can have a negative impact on the planet rather than a positive. There are many great companies and websites such as greenwashingindex.com and F-H Sustainability dedicated to providing the most accurate information on organic and environmentally friendly products.
Greenwashingindex.com works to educate consumers about how they can “become more savvy about evaluating environmental marketing claims” and “hold businesses accountable.” Their site features a “voted most authentic” and “voted worst offenders” section for organic shoppers to see which companies are measuring up in terms of organic.
In 2006, when Wal-Mart announced their intention to expand their organic product selections, many consumers couldn’t wait to shop through even more choices. Wal-Mart’s decision to increase organic products was based on consumers’ increased interest in those foods.
We, as consumers have the ability to change the food market and bring reliable products that are not greenwashed into our homes. We, as human beings have the right to know the truth about the products that we buy, consume, and fill our lives with.
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