Green. Compostable. Biodegradable. Renewable. Natural. Organic. No matter where you go you’re likely to be bombarded by marketing messages, each claiming that their product or service is great for the environment.
Yet some of these words mean more than others.
As we all know, not every claim is backed up by reality. Labels, product descriptions, corporate press releases and websites are full of confusing, misleading and sometimes downright untruthful statements about supposedly green or sustainable products. It’s nothing new, unfortunately: The environmentalist Jay Westerveld coined the term “greenwashing” in 1986 to describe the practice of making eco-friendly claims not supported by truth.
We want to make purchases that support our values. Yet it’s difficult to know whom to trust. So how can we as consumers avoid falling prey to greenwashing?
Lucky for us, it’s a lot easier now than it was 20 years ago. Below are some ways you can be a savvy and sustainable shopper.
Third-Party Certification
There are a number of labels put out there by governments as well as independent companies whose sole purpose is to certify products as sustainable or green goods. Some are for specific industries — such as Energy Star for appliances and electronics, and Oeko-Tex or GOTS (Global Organic Textile Standards) for fabrics and apparel — and some are more generally applicable.
Becoming familiar with certifications is the easiest way to educate yourself to recognize when you’re getting what you think you’re getting. The United States, the European Union, and Japan have very comprehensive legislation regarding organic certification. In the U.S. organic farming industry, the standard is the USDA Organic seal, while in the European Union it is regulation EEC N2092/91 and in Japan it is the Japanese Organic Standard.
For organic cotton, the GOTS certification means that the cotton was grown following the U.S. National Organic standard, and that the clothing has a minimum of 95 percent organic content, meets very stringent production guidelines all the way through the manufacturing process, and includes social compliance requirements which fall in line with international fair-labor guidelines.
Unfortunately, for products produced from other natural fibers like viscose bamboo, soy, or tencel, it gets a bit fuzzy. None of the above can be certified as organic by the USDA. Anyone who wishes to purchase clothing made from any of these base fibers must ensure that the product is at least Oeko-Tex 100 certified. This excellent certification enforces strict guidelines regarding what chemicals can and cannot be used in the manufacturing process. In addition, the purchaser should also ask the seller to confirm that the base fiber is certified organic. For example, if the clothing item is made from bamboo viscose, how was the bamboo cultivated?
A word of caution: Some corporations make up their own “certifying labels” and slap them on packaging. Hence the importance of the third party; otherwise, it’s just more advertising. As an example, I have found clothing products with a “made with organic cotton” seal but when I read the label, I’ve discovered it is only 2 percent organic cotton. So while the company isn’t exactly lying, it isn’t being entirely truthful either.
Google It
If you’re unfamiliar with a particular company’s claims or its label, do an internet search on the company or its products. Many a greenwashing campaign has been exposed by bloggers and others on the Internet. (Just be sure to be fair. Do a thorough search and confirm what you find with information from multiple reputable sources.) Also, there are many environmental watchdog groups that make it their business to provide consumers with warnings of unethical behavior. Crosscheck your purchases with their databases.
Communicate
Times are changing. Most companies realize that green isn’t just a passing fad. Many are truly trying to improve their environmental footprint and are going so far as to add sustainability departments to their corporate structure to ease the transition to a greener future. Even big companies like Clorox and Scott Paper have undertaken eco-initiatives that just may surprise you.
If you have questions about a company or its products, by all means contact their customer service department. That’s what they’re there for, and they need to know you’re concerned. You may even alert them to consumer issues they didn’t even know were important!
About the Author
Adrian Desbarats is the owner of Fashion and Earth, an organic clothing and eco friendly clothing company. Adrian Desbarats started the company in an effort to merge his interest with sustainable living with his entrepreneurial spirit. If you’d like to learn more about green fashion or the author, visit www.FashionandEarth.com.