Clarity and Credibility Vital to Avoid Greenwashing
Tuesday, 26 October 2010
Over 2,000 more products than last year are being sold with some kind of green attribute. It’s critical to avoid greenwashing. Labeling helps, but labels should themselves be clear and credible. Credibility means being backed by transparent, accepted standards each step of the way. So that companies can relate their product’s climate impact clearly and credibly, Carbonfund.org in 2007 established the CarbonFree® Certified product label. The label means what it says, that a product is carbon neutral, and is backed by a publicly available protocol based on accepted standards on how a product’s carbon footprint is determined. The rigorous program requires a third-party conducted product life-cycle assessment and has an expert technical advisory board. By going carbon neutral, a product’s footprint is reduced to zero in support of third-party validated carbon reduction projects that are helping fight climate change today. Labeling can be the antidote to greenwashing, if it is clear and credible, which can be important also with regard to the FTC’s proposed revisions to its Green Guides. For consumers, labeling also differentiates brands and products that have valid environmental benefits. This makes choosing and buying products that are better for the environment easier and encourages more companies to make better products. To learn more about how you can avoid greenwashing, view this user-friendly guide. You can also learn more about product certification here.