Cleanse your Business of Green Washing Sins

Blog by Julie Urlaub, Founder and Managing Partner at Taiga Company
Sep 7, 2010 11:08 AM ET

Taiga Company Blog

To put it simply, the consumer product industry struggles to effectively and clearly communicate information on its alternative product offerings and business sustainability actions.  With sustainability concepts and definitions still subject to interpretation, the same business sustainability eco actions claimed as ‘green’ are also subject to ‘greenwash’ commentary.  

Consumers are quickly realizing that greenwash is more than just making false claims about products.  The fact is that greenwash is far more prevalent than one would expect.  In a study by Terrachoice Environmental Marketing, Greenwashing Report 2009: The Seven Sins of Greenwashing, over 98% of the 2,219 products surveyed in North America committed at least one of the following actions:
 
•    False Labels
•    Hidden Trade-off
•    No Proof
•    Vagueness
•    Irrelevance / Fibbing
 
Compounding the issue, a recent BSR report, Communicating on Climate Policy Engagement: A Guide to Sustainability Reporting, finds that a more educated public is, for one, aware of inconsistencies between corporate stated climate goals and business action.  Companies are either inconsistent in their own reduction programs or are misaligned with supportive policy or legislative efforts.
 
According to BSR, reviewing and reflecting on business sustainability strategies is especially important for companies with investors who care about why and how they expect to create value with their efforts.  Companies, now more than ever, need to be very clear with their communications. 
 
The solution?  Align the corporate mission, sustainable business strategies, products, services and messaging - and - be transparent about it.  Click here to continue reading.
 


Home to one third of the earth's trees, the Taiga is the largest land-based biosphere and encircles the globe. Its immense oxygen production literally changes the atmosphere and refreshes the planet. It is this continuous renewal that has shaped Taiga Company's vision to drive similar change in the business world. Taiga Company seeks to be the "oxygen for your business".

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