TerraChoice created the "Six Sins of Greenwashing" in order to help consumers understand what to look for to avoid
products that manufactures are greenwashing. Greenwashing, in short, is defined as "green marketing claims that are
misleading or false".
In order to create the "Six Sins of Greenwashing", TerraChoice surveyed 1,018 products from six different leading "big
box" stores (also known as megastores or superstores). Astonishingly, of these products surveyed, all but one made green,
environmental claims that had the possibility of being false or misleading. Based on their findings, TerraChoice was able to
pin point six main patterns that are common in greenwashing, the result being the "Six Sins of Greenwashing", as described
below.
Greenwashing Sin #1 – Sin of the Hidden Trade–Off
With this greenwashing sin, manufacturers often advertise products as green when they are only green in one area, but not
in several others. Their claims may not necessarily be false, but are often misleading to make the products seem more
eco–friendly than they really are.
Greenwashing Sin #2 – Sin of No Proof
This one is plain and simple. Manufacturers commonly make environmentally friendly claims but provide no supporting facts
or certifications to prove their "green" claims. If a company has truly taken the necessary steps to make their products
eco–friendly, they will likely take the extra step to provide proof to their customers.
Greenwashing Sin #3 – Sin of Vagueness
The next TerraChoice greenwashing sin is the sin of vagueness. By using vague words such as chemical–free,
non–toxic, all natural, green, eco–friendly, and so on, manufacturers try to make their products seem
environmentally safe, when in fact, these words are meaningless without being elaborated on.
Greenwashing Sin #4 – Sin of Irrelevance
The greenwashing sin of irrelevance is committed when manufacturers make green claims that have no relevance to their
actual environmental friendliness. This is common with chlorofluorocarbons (CFCs) which contribute to depletion of our
ozone. In reality, no products are made with CFCs as these were banned 30 years ago, so for manufactures to claim
CFC–free simply distracts consumers from real environmental advantages.
Greenwashing Sin #5 – Sin of Fibbing
While this sin is rather rare, being seen in only 1% of the products surveyed, the greenwashing sin of fibbing is
committed when manufacturers make environmental claims that are simply not true. As an example, a caulking product tested by
TerraChoice claimed to be registered with Energy Star when they were not.
Greenwashing Sin #6 – Sin of Lesser of Two Evils
When a company makes environmental claims that distract consumers from a greater impact to the environment, the
greenwashing sin of lesser of two evils is committed. An example of this given by TerraChoice is organic cigarettes. While
the product may be organic, consumers should be discouraged from smoking rather than being encouraged by the organic status.
Overall, the Six Sins of Greenwashing by TerraChoice provide consumers with an easy to understand guide to avoid
greenwashing when shopping for any environmental, green product. For more on TerraChoice’s Six Sins of Greenwashing, visit
TerraChoice.com
