23 Jun '11, 2pm

The Nine Types of Greenwashing

I am going to go out on a limb here, but I would bet that sometime in the last 24 hours you have received a marketing message centered around how "green," how "environmentally friendly," or (if it's really serious), how "sustainable" something is. Whether or not we believe in these claims is a matter of some debate. The 2011 Cone Green Gap Trend Tracker found that an 97% of Americans believe they know what common environmental marketing claims such as "green" or "environmentally friendly" mean. Apparently we have seen enough of these claims to know what they're all about. But do we? Our interpretations are often inaccurate, according to the researchers. More than two in five of us (41%) erroneously believe that these terms mean a product has a beneficial impact on the environment. Only about one in three (29%) understand that these terms more accurately describe products w...

Full article: http://www.buildinggreen.com/live/index.cfm/2011/6/23/The...

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