What Lies Beneath Eco-Promising

Many consumers are left with little knowledge about green products, or those misrepresented friendlier than they naturally are.  Claims have to be trustworthy with complementary performing actions and clear, detailed information about environmental impacts.  Every aspect of the business or organization should be consistent in practicing sustainable activities to better approve these declarations and gain a true competitive advantage.  I think consumer interests would be served with the creation of standardization of environmental claims.  Substantial communication is the golden key to educating consumers about green terminology and environmental characteristic of goods.  When rules are not made it leaves more room for error.

Marketers have noticed the rise in ‘ethical spending’ and everyone wants a piece of the organic pie.  Now more than ever before, companies are being made to conduct business in a more efficient and effective manner, internally.  They are forced to respond to the question, “What are you doing to help socially and environmentally to alleviate big problems?”  The biggest challenge has become who can make the most money without creating an exceeding amount of cost, monetarily and environmentally-wise, to make a great product or create a service.  As the old saying goes, actions speak louder than words.  According to the Eco-promising article, with the excitement and booming business that comes from the branding of green, many businesses have chosen to outlandishly lie to the public about what they do.  Retailers are uttering false claims and spitting them out as truth.  Outside people are getting fed up with the inappropriate verbal usage.

Misleading ads have left consumers feeling deceived by retailer’s cruel intentions to ignite more sales. The greenwash guide (2008) states that greenwash refers to business and governmental agencies failure to comply with the so-called green practices announced via media outlets.  False environmental performances are pushing customers to shun the “green movement”, than encouraging shoppers to buy more.  A good cause is being polluted with trickery and schemes. Greenwash is the result of negligent advertising activities and misinformation.  It poses a great risk to stopping the social and environmental change in its bare tracks. General terms like ‘eco-friendly’, poor product attachment to green practices, green suggestive images, and many other unreliable messages are to blame.

One of the worst product advertisements that show greenwashing is Hovey Lee’s reclaimed brass collection of jewelry.  The Adil bracelet goes on to say cubes of reclaimed metal are knotted into the embroidery thread creating a comfortable, relaxed style.  No background info is given as to where this metal was taken from or what is done with leftover piece unused to make each ornament.  She leaves one guessing about the truthfulness behind the green message.  What kinds of fibers are used to make the embroidery thread? Are these natural or synthetic fibers?

One of the best eco-friendly brands is the well-known philanthropic shoes, TOMS.  The brand’s newly launched ballet flats provide detail information for any shopper looking to purchase environmentally savvy kicks.  Fabrics range includes leather, suede, linen, burlap, chambray, and woven canvas.  The web description highlights a two-layer insert with EVA foam and latex for plush comfort, and one-piece outsole for flexibility and durability.  One of their other lines called Vegan Shoes informs the customer of the definition of vegan, using no animal products.  The retailer discusses the nature and benefits of their offerings well.