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The “Six Sins of GreenwashingTM”
A Study of Environmental Claims in North American Consumer Markets
A ‘Green Paper’ by
TerraChoice Environmental Marketing Inc.
(November 2007)
Table of Contents
Overview………………………………………………………..………………………. 1
Research Methodology…………………………………………………………………. 2
Defining and Quantifying the Six Sins of Greenwashing………..……………………. 2
Sin of the Hidden Trade-Off ……………………………………………………… 2
Sin of No Proof …………………………………………………………………… 3
Sin of Vagueness …………………………………………………………………. 3
Sin of Irrelevance …………………………………………………… ……………. 4
Sin of Lesser of Two Evils…………………………………………………………. 4
Sin of Fibbing ……………………………………………………………………... 4
Recommendations for Concerned Consumers………………………………………... 5
Recommendations for Marketers………………………………………………………. 7
Concluding Thoughts………………………………………………………………….. 8
Appendices……………………………………………………………………………… 9
Appendix A: Types of Products Reviewed
Appendix B: Eco-Labels
Appendix C: References
The Six Sins Of GreenwashingTM
The “Six Sins of GreenwashingTM”
A Study of Environmental Claims in North American Consumer Markets
Green·wash (grēn'wŏsh', -wôsh') – verb: the act of misleading consumers regarding the environmental
practices of a company or the environmental benefits of a product or service.
Overview
The recent surge of environmental awareness in
These findings suggest that greenwashing is
North America is unmistakable. It has been
pervasive, the consequences of which are significant:
documented by many researchers and widely
reported in the popular press. The rise in “green”
•
Well-intentioned consumers may be misled
marketing claims has also been well documented.
into purchases that do not deliver on their
Less studied is the apparent increase in
environmental promise. This means both that
“greenwashing” – false or misleading green
the individual consumer has been misled and
marketing claims.
that the potential environmental benefit of his
In an effort to describe, understand, and quantify
or her purchase has been squandered.
the growth of greenwashing, TerraChoice
•
Competitive pressure from illegitimate
Environmental Marketing Inc. conducted a survey of
environmental claims takes market share
six category-leading big box stores. Through these
away from products that offer more legitimate
surveys, we identified 1,018 consumer products
benefits, thus slowing the penetration of real
bearing 1,753 environmental claims. Of the 1,018
environmental innovation in the marketplace.
products examined, all but one made claims that are
•
Greenwashing may create cynicism and
demonstrably false or that risk misleading intended
doubt about all environmental claims.
audiences.
Consumers – particularly those who care
Based on the survey results, we identified six
most about real environmental progress –
patterns in the greenwashing, which we now
may give up on marketers and manufacturers,
recognize as the “Six Sins of GreenwashingTM”.
and give up on the hope that their spending
might be put to good use. This would
eliminate a significant market-based, financial
incentive for green product innovation and
Of the 1,018 products reviewed, all but one
leave committed environmental advocates
committed at least one of the Six Sins of
with government regulations as the most likely
Greenwashing.
alternative.
The “Six Sins of GreenwashingTM”
1.
Sin of the Hidden Trade-Off
2.
Sin of No Proof
3.
Sin of Vagueness
4. Sin of Irrelevance
5. Sin of Fibbing
6.
Sin of Lesser of Two Evils
1
© 2007. TerraChoice Environmental Marketing Inc.
All Rights Reserved.
The Six Sins Of GreenwashingTM
Research Methodology
In the spring of 2007, TerraChoice sent research
Sin of the Hidden Trade-Off – The Sin of the
teams into six category-leading big box stores with
Hidden Trade-off is committed by suggesting a
instructions to record every product-based
product is “green” based on a single
environmental claim they observed. We instructed the
environmental attribute (the recycled content of
teams that, for each environmental claim, they should
paper, for example) or an unreasonably narrow
identify the product, the nature of the claim, any
set of attributes (recycled content and chlorine free
supporting information, and any references offered
bleaching) without attention to other important, or
for further information.
perhaps more important, environmental issues
After recording 1,753 environmental claims on
(such as energy, global warming, water, and
1,018 products (refer to Appendix A), we tested the
forestry impacts of paper). Such claims are not
claims against current best practices in environmental
usually false, but are used to paint a “greener”
marketing. The sources for these best practices
picture of the product than a more complete
include the International Organization for
environmental analysis would support.
Standardization (ISO)1, the U.S Federal Trade
Commission2, U.S Environmental Protection Agency3,
Here are some examples from the research:
Consumers Union4, and the Canadian Consumer
Affairs Branch5.
Examples:
Finally, we studied the resulting list of false or
misleading claims for patterns and lessons. We have
♦ Paper (including household tissue, paper towel,
come to call these patterns the “Six Sins of
and copy paper) and lumber products (such as
Greenwashing”. Of the 1,018 products that made
framing products and plywood) that promote their
environmental claims, all but one committed at least
recycled content or sustainable harvesting
one of the Six Sins.
practices without attention to manufacturing
impacts such as air emissions, water emissions,
Defining and Quantifying the
Six Sins of
and global warming impacts.
Greenwashing
♦ Household insulation products (such as batt
insulation products for home renovation products)
Based on our analysis, we categorized the false
that claim indoor air quality benefits without
or misleading environmental claims into the following
attention to other environmental aspects such as
“Six Sins of Greenwashing”:
recycled content and manufacturing impacts.
Sin s C o m m itte d
b y C a te g o ry
The Sin of
Vag
ueness
1 1 %
The Sin of Fibbing
1 %
The Sin of N o Proof
26 %
The Sin of the
H idden-Trade O ff
The Sin of Lesser of
5 7%
Two Evils
The Sin of
1%
Irrelevance
4%
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The Six Sins Of GreenwashingTM
♦ Office technology (printers, copiers, fax
Sin of Vagueness – The Sin of Vagueness is
machines) that promote energy efficiency without committed by every claim that is so poorly defined or
attention to hazardous material content, indoor
broad that its real meaning is likely to be
air quality, or compatibility with recycled paper or misunderstood by the intended consumer.
remanufactured toner cartridges.
♦ Other product claims that committed this sin
include ink cartridges, laundry detergents, dish
detergent, air fresheners, bathroom cleaners,
markers, flooring laminate, bags, multi-purpose
cleaners, wood panels, and pesticides.
The Sin of the Hidden Trade-off was the most
frequently committed sin in the study, made by 57%
of all environmental claims.
This mobius loop is intended to mean
Sin of No Proof – Any environmental claim that
that the product is made from recycled
material. But is it the whole product, or
cannot be substantiated by easily accessible
the package? And is it made of 100%
supporting information, or by a reliable third-party
recycled material, or less? And is it post-
certification, commits the Sin of No Proof. (For this
consumer waste, or post-industrial waste?
research, we determined there to be ‘no proof’ if
Without a qualifying statement, the
supporting evidence was not accessible at either the
symbol is likely to mislead the buyer,
point of purchase or at the product website.)
commit ing the Sin of Vagueness.
Among others, our research found these examples of
There are some recurring themes within these vague
the Sin of No Proof:
claims. For example:
♦ Household lamps and lights that promote their
energy efficiency without any supporting evidence
♦ “Chemical-free”. In fact, nothing is free of
or certification.
chemicals. Water is a chemical. All plants,
♦ Personal care products (such as shampoos and
animals, and humans are made of chemicals as
conditioners) that claim not to have been tested
are all of our products.
on animals, but offer no evidence or certification
♦ “Non-toxic”. Everything is toxic in sufficient
of this claim.
dosage. Water, oxygen, and salt are all
♦ Facial tissues and paper towels that claim post-
potentially hazardous.
consumer recycled content without providing
♦ “All Natural”. Arsenic is natural. So are uranium,
evidence.
mercury, and formaldehyde. All are poisonous.
♦ “Green”, “Environmentally friendly”, and “Eco-
We found a total of 454 products and approximately
conscious” (to name just a few) which are utterly
26% of the environmental claims committed the Sin of
meaningless without elaboration.
No Proof; making it the second most frequently
committed sin.
Some product examples from the research:
♦ Garden insecticides promoted as “chemical-
free”.
♦ “Natural” hair mousse.
♦ Kitchen (wax) paper that claims “recycled
content” but does not quantify it (Would 0.1%
qualify?)
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The Six Sins Of GreenwashingTM
♦ General purpose household cleaners that claim
Sin of Lesser of Two Evils – These are “green”
to be “non-toxic” without explanation or third-
claims that may be true within the product category,
party substantiation.
but that risk distracting the consumer from the
• “100% natural” bathroom cleaners.
greater environmental impacts of the category as a
whole. Examples include:
In our research sample, 196 individual products (or
11% of the environmental claims) committed the Sin
♦ Organic cigarettes.
of Vagueness.
♦ “Green” insecticides and herbicides.
Sin of Irrelevance – The Sin of Irrelevance is
Obviously, there are some circumstances and
committed by making an environmental claim that
consumers that demand these products. Commercial
may be truthful but is unimportant and unhelpful for
insecticides and herbicides are essential to some
consumers seeking environmentally preferable
agricultural applications. In those circumstances,
products. It is irrelevant and therefore distracts the
choosing the greenest option is essential. However,
consumer from finding a truly greener option.
insecticides and pesticides may be unnecessary for
many cosmetic applications (such as lawns).
The most frequent example of an irrelevant claim
Organic tobacco may be a more responsible choice
relates to chlorofluorocarbons (CFCs) – a principal
for smokers, but shouldn’t most consumers be
contributor to ozone depletion. Since CFCs have
discouraged from smoking in the first place?
been legally banned for almost 30 years, there are
no products that are manufactured with it.
We consider a claim to commit the Sin of Lesser of
Nevertheless, we found many individual products that
Two Evils when environmental qualifiers such as
presented CFC-free claims as an apparently unique
“organic” or “green” are placed on products in
environmental advantage. They included:
which the entire product category is of questionable
environmental value.
♦ CFC-free insecticides,
♦ CFC-free lubricants,
In this study, 17 products and approximately 1% of
♦ CFC-free oven cleaners,
environmental claims committed the Sin of Lesser of
♦ CFC-free shaving gels,
Two Evils.
♦ CFC-free window cleaners,
♦ CFC-free disinfectants.
Sin of Fibbing – The Sin of Fibbing is
committed by making environmental claims that are
The Sin of Irrelevance accounted for 78 products and
simply false.
4% of the environmental claims.
In our findings, only a few products were found to
commit the Sin of Fibbing. Most of these were
misuse or misrepresentation of certification by an
independent authority. These cases included, for
example:
♦ Several shampoos that claimed to be “certified
organic”, but for which our research could find
no such certification.
♦ A caulking product that claims to be “Energy
Star” registered, but the official Energy Star
CFCs have been legally banned
website suggests this is false.
for almost 30 years, yet many
♦ A dishwasher detergent that purports to be
products still claim CFC-free as
if it is a unique competitive
packaged in “100% recycled paper”, and yet the
advantage.
container is plastic.
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The Six Sins Of GreenwashingTM
10 products (less than 1% of environmental claims)
If the good intentions of consumers and the
committed the Sin of Fibbing, making it one of the two
environmental benefits of their choices are not to be
least frequently committed sins.
squandered, consumers themselves will have to play
a role. Here are some suggestions that arise from
Recommendations for Consumers
this study.
Governments and standard-setting bodies have
1. Look for Eco-labels.
attempted to discourage greenwashing. In North
Eco-labelling – standardized by ISO 14024 and
America, both the US Federal Trade Commission6
recognized around the world – arose as an answer
and the Canadian Consumer Affairs office7 have
to earlier efforts of greenwashing. They remain one
issued guidelines for proper use of environmental
of the most useful tools to avoid greenwashing. Look
claims. Under ISO 14024, the International
for products that have been certified by a qualified
Organization for Standardization establishes
and independent third-party such as EcoLogoCM or
guidelines for proper use of environmental
Green Seal. Both EcoLogoCM and Green Seal
information.P8 But it is our observation that when
develop standards for environmental leadership in
environmental interest is high, as it is today,
an open, transparent consensus-based process that
greenwashing is nevertheless prolific.
considers multiple environmental issues throughout a
product’s lifecycle (from resource extraction to end-
of-life). These programs deliver a shortcut to
“greener” products through:
•
Clear public standards for environmental
leadership in each product category;
•
Third-party verification that each certified
product meets the applicable standards;
•
Ongoing surveillance auditing to ensure
continued compliance;
Multi-Attribute Versus Single-Attribute Claims
•
Public listings of certified products.
When seeking environmentally preferable
products, it is important to look at multiple
Additional information on other environmental
environmental considerations rather than just single
standards is included in Appendix B.
environmental issues.
As an analogy, when attempting to identify
healthier food choices, it can be useful to look at
calorie content. It is more helpful, however, to also
Example of Multi-Attribute Eco-labels:
examine fat, sugar, and vitamin content.
The most respected environmental claims
incorporate multiple environmental considerations
throughout every phase of a product’s life-cycle,
which includes the environmental impacts of the raw
materials, manufacturing process, the product itself,
and its ultimate disposal.
Single-attribute claims look at only a single
environmental issue such as recycled-content or
energy-efficiency. While important, single attribute
EcoLogoCM Green Seal
claims can hide important additional environmental
www.ecologo.org www.greenseal.org
considerations.
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© 2007. TerraChoice Environmental Marketing Inc.
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The Six Sins Of GreenwashingTM
2. Look For Evidence of Any of the “Six Sins” By
Asking the Following Questions:
a) Is the “green” claim restricted to just one, or a
d) Could all of the other products in this category
narrow set of environmental issue(s)? (The Sin of
make the same claim? (The Sin of Irrelevance.)
the Hidden Trade-Off.) If so, you might look for
The most common example is easy to detect:
other information that gives a more complete
“CFC-free” is a meaningless claim. It is
picture of the environmental impact of the
irrelevant because no products are
product. “Okay, this product comes from a
manufactured with chlorofluorocarbons. Other
sustainably harvested forest, but what are the
cases may be harder to detect. Ask yourself if the
impacts of its milling and transportation? Is the
claim is important and relevant to the product.
manufacturer also trying to reduce those
(If a light bulb claimed water efficiency benefits
impacts?” Emphasizing one environmental issue
you should be suspicious.) Comparison-shop
isn’t a problem (indeed, it often makes for better
(and ask the competitive vendors). If the claim
communications). Hiding a trade-off between
seems illogical and disconnected from the
environmental issues is a problem.
product, it may very well be irrelevant.
b) Does the claim help me find more information
e) When I check up on it, is the claim true? (The
and evidence? (The Sin of No Proof.) It may not
Sin of Fibbing.) This sin can be difficult to detect.
be reasonable to expect a product label or a
The most frequent examples in this study were
point-of-purchase brochure to provide detailed
false uses of third-party certifications. Thankfully,
scientific explanations of a green claim. It is
these are easy to confirm. Legitimate third-party
reasonable to expect a product label or brochure
certifiers – EcoLogoCM, Chlorine Free Products
to direct you to where you can find further
Association (CFPA), Forest Stewardship Council
evidence. Good green marketing helps the
(FSC), Green Guard, Green Seal (for example) –
consumer find the evidence and learn more.
all maintain publicly available lists of certified
Company websites, third-party certifiers, and toll-
products. Some even maintain fraud advisories
free phone numbers are easy and effective means
for products that are falsely claiming
of delivering proof.
certification.
c) Is the environmental and scientific meaning of the
f) Is the claim trying to make consumers feel
claim specific and self-evident? If not, is the
“green” about a product category that is of
specific meaning given? (The Sin of Vagueness.)
questionable environmental benefit? (The Sin of
Products with names like “eco-gadget” and
the Lesser of Two Evils.) Consumers concerned
“natur-widget” aren’t necessarily making false or
about the adverse effects of tobacco and
misleading claims, but they should cause you to
cigarettes would be better served by quitting
be suspicious. If the marketing claim doesn’t
smoking than by buying organic cigarettes.
explain itself (“here’s what we mean by ‘eco’
Similarly, consumers concerned about the
…”), the claim is vague and meaningless.
human health and environmental risks of
Similarly, watch for other popular vague green
excessive use of lawn chemicals might create a
terms: “non-toxic”, “all-natural”,
bigger environmental benefit by reducing their
“environmentally-friendly”, and “earth-friendly.”
use than by looking for greener alternatives.
Without adequate explanation, such claims are
so vague as to be meaningless.
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© 2007. TerraChoice Environmental Marketing Inc.
All Rights Reserved.
The Six Sins Of GreenwashingTM
Recommendations for Marketers
Green marketing is a vast commercial opportunity,
The Six Sins suggest a number of specific guidelines
and should be. When it works – when it is
for marketers, outlined below.
scientifically sound and commercially successful – it is
an important accelerator toward environmental
1)
Avoiding the Sin of the Hidden Trade-Off
sustainability. The purpose of this study is not to
a) Do understand all of the environmental
discourage green marketing, nor to indict particular
impacts of your product across its entire
marketers. Our purpose is to help marketers improve
lifecycle.
their claims so that:
b) Do emphasize specific messages (particularly
when you know your audiences care about
• Genuinely “greener” products excel;
those issues) but don’t use single issues to
• Competitive pressure from illegitimate green
distract from other impacts.
claims is diminished;
c) Do pursue continual improvement of your
• Consumers do not become jaded and unduly
environmental footprint (across the entire
skeptical of green claims; and,
lifecycle), and encourage your customers to
• Marketers employ environmental concerns to
join you on that journey.
establish honest, trustworthy, and long-lasting
d) Do draw on multi-attribute eco-labeling
dialogue with their customers.
standard and certification programs, such as
EcoLogoCM and Green Seal for legitimacy of
Green marketers and consumers are learning about
environmental claims.
the pitfalls of greenwashing together. This is a shared
e) Don’t make claims about a single
problem and opportunity.
environmental impact or benefit, without
knowing how your product performs in terms
The Six Sins of Greenwashing does NOT suggest that
of its other impacts, and without sharing that
only perfectly “green” products should be marketed
information with your customers.
as environmentally preferable. First of all, there is no
such thing as a perfectly “green” product.
2) Avoiding the Sin of No Proof
Environmentally preferable products are “greener”
a) Do understand and confirm the scientific
not “green”, and marketing them as such is entirely
case behind each green marketing claim.
fair. Second, environmental progress is necessarily
b) Do provide evidence to anyone that asks,
stepwise. Not only should incrementally “greener”
OR rely on third-party certifications such as
innovations and products be encouraged, consumers
EcoLogoCM and Green Seal (since those
should and will reward stepwise progress.
standards are public).
Avoiding greenwashing does not require waiting for a
3) Avoiding the Sin of Vagueness
perfect product. It does mean that sound science,
a) Do use language that resonates with your
honesty, and transparency are paramount.
customer, as long as that language is
truthful.
b) Do use caution in your use of the
recycling/recyclable symbol (the mobius
Green marketers and consumers are learning
loop). Its use is so widespread and confused
about the pitfalls of greenwashing together.
that it has become largely meaningless.
This is a shared problem and opportunity.
c) Don’t use vague names and terms (such as
environmentally-friendly) without providing
precise explanations of your meaning.
d) Don’t use the terms “chemical-free” and
“all-natural”.
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© 2007. TerraChoice Environmental Marketing Inc.
All Rights Reserved.
The Six Sins Of GreenwashingTM
4) Avoiding the Sin of Irrelevance
Concluding Thoughts
a) Don’t claim CFC-free, because it is not a
legitimate point of competitive differentiation.
Green marketing is a powerful convergence
b) Don’t claim any environmental benefit that is
between green buyers and sellers . More and more
shared by all or most of your competitors.
consumers expect to use their spending as an
expression of their environmental commitment.
5) Avoiding the Sin of the Lesser of Two Evils
More and more businesses are establishing
environmental performance as a point of competitive
a) Do help each customer find the product that
distinction and social responsibility. When genuine
is right for them, based on their needs and
environmental leadership is rewarded in the
wants.
marketplace (with market share, price premiums,
b) Don’t try to make a customer feel “green”
public respect, and increased visibility), it motivates
about a choice that is basically harmful or
all products to improve. It uses competition and free
unnecessary.
enterprise to pull the economy toward sustainability.
6) Avoiding the Sin of Fibbing
With that in mind, the purpose of this study is not to
a) Do tell the truth. Always.
discourage green marketing, nor to indict particular
b) Always tell the truth.
marketers. It is not intended to scare consumers
away from green claims. Our purpose is to assist
marketers and consumers to build a more honest
and effective dialogue about the environmental
impacts of products.
The “Six Sins of GreenwashingTM”
Although our findings - the Six Sins of Greenwashing
1. Sin of the Hidden Trade-Off
– may seem bleak, green marketers and consumers
2. Sin of No Proof
are learning about the pitfalls of greenwashing
3. Sin of Vagueness
together. This is a shared problem and opportunity.
4. Sin of Irrelevance
When green marketing overcomes these challenges,
5. Sin of Fibbing
6. Sin of Lesser of Two Evils
consumers will be better able to trust green claims
and genuinely environmentally preferable products
will penetrate their markets more rapidly and deeply.
This will be great for consumers, great for business,
and great for the planet.
We expect to repeat this research annually, and look
forward to these positive developments.
This “Green Paper” was prepared by TerraChoice Environmental Marketing. Are you curious about the
results? Interested in learning more? Would you like to speak to anyone at TerraChoice? Please visit
www.terrachoice.com/sixsinsofgreenwashing for more information.
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All Rights Reserved.
APPENDICES
APPENDIX A — Product Categories In Which En
vironmental Claims Were Found
Air Fresheners
Ink Cartridges
Appliances
Insect/Pesticides
Automotive Cleaner
Insulation
Bags
Laundry Detergent
Bathroom Cleaner
Light Bulbs
Body Lotion
Lighting
Carpet Cleaner
Lubricant
Caulking
Mousse
Conditioner
Mouth Wash
Degreaser
Multi Purpose Cleaner
Deodorant
Oven Cleaner
Dish Detergent
Packaging Materials
Disinfectant Sprays
Paint
Envelopes
Paper
Envelopes
Portfolios
Fabric Softener
Printers/copiers
Facial Tissues
Scrub Pads
Floor Cleaner
Serviettes
Flooring
Shampoo
Foam Bath
Shaving Gel
Furniture Polish
Shipping Boxes
Gel
Stainless Steel Polish
Glass Cleaner
Televisions
Green Product Section
Toilet Tissue
Hairspray
Toothpaste
Hand Lotion
Wood (panels)
Hand Soap
Wraps
Herbicides
Writing Instruments
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© 2007. TerraChoice Environmental Marketing Inc.
All Rights Reserved.
APPENDIX B –- Eco-labels
Standard and testing protocols should have a
Consumers can avoid greenwashing by seeking
clear and consistent meaning. They should be
products that are certified to meet legitimate
meaningful and verifiable. Good standards and
environmental standards such as EcoLogoCM or
protocols are designed so that anyone unaffiliated
Green Seal. There are, however, a growing number
with the standard should be able to read it, interpret
of additional environmental standards and claims
it, and know how to evaluate products against it.
being made.
They should also be designed to ensure consistent
evaluation results, meaning that different reviewers
When comparing environmental standards,
would likely reach the same conclusion about
consumers would be wise to ask the following
whether a product meets the standard or not.
questions:
In addition, multi-attribute environmental
(1) What type of environmental claim is being made?
leadership standards should be based on human
health and environmental considerations throughout
Is the manufacturer making a claim about a
the lifecycle of the product from raw material
single environmental attribute such as energy
extraction, manufacture, use, and ultimate disposal
efficiency or recycled-content or is the manufacturer
of the product. The lifecycle stages considered and
making a broader multi-attribute claim that the
covered by the standard should be explicitly stated.
product meets an environmental leadership
standard? While incredibly valuable, single-attribute
environmental claims do not address other potentially
(3) How was the environmental standard or testing
important human health and environmental issues.
protocol developed?
It is preferable that standards and testing
Environmental leadership standards such as
protocols be developed in an open, public,
EcoLogoCM and Green Seal examine all of the
transparent process similar to the way ANSI, ASTM,
relevant environmental impacts of a product category
ISO 14024 or other public standards are
along with the products currently available in the
developed. The standard setting organization should
market when developing a standard. Leadership
make records of the standard development process
standards generally are designed so that only the top
available for review.
20 percent of products in a category can meet it. This
allows sufficient competition within the leadership
category to help keep prices competitive while still
(4) Who developed the environmental standard or
being protective of human health and the
testing protocol?
environment.
The most trusted standards are those developed
in a consensus-based process by broad stakeholder
(2) Is a copy of the environmental standard or testing
groups. Standards developed consistently with ISO
protocol available for review?
14024 protocols will make a list of stakeholder
groups available upon request. Consumers should
If a manufacturer can not or refuses to provide a
be less trustful of standards developed by an
copy of the environmental standard or testing
individual manufacturer or trade association
protocol, one might suspect that the claim is only a
because of potentially unmitigated conflicts of
marketing ploy. When they do provide a copy of the
interest.
standard, review it carefully to determine if it
references appropriate national or international
environmental and performance standards.
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(5) What process is used to verify that products
Widely Accepted Environmental Standards:
actually meet the standard or passed the testing
requirements?
Multi-Attribute Standard Setting and Certification
Organizations
There are a variety of procedures to verify that a
product meets a standard. Some are more
These programs examine multiple environmental
rigorous (and can be more expensive for the
issues throughout the entire lifecycle of a product,
manufacturer), but provide a greater degree of
which includes the environmental impacts associated
assurance. The standard verification procedures
with the collection of raw materials, the
range (from most rigorous to least rigorous) as
manufacturing process, the impacts of the product
follows:
during its use, and the impacts when the product is
ultimately recycled or disposed of. Before earning
• Independent third-party certification with on-site
certification, an independent third-party auditor must
audits – An independent organization verifies the
verify that products actually meet the publicly-
products meet the standards based on a review
available standard.
of the product, additional information provided
by the manufacturer, and after an onsite visit to
EcoLogo <www.ecologo.org>
verify the accuracy of the information provided by
the manufacturer.
EcoLogoCM is North America’s oldest and most
widely known environmental leadership
• Independent third-party certification – An
standard. The EcoLogoCM website includes more
independent organization verifies the products
than 120 environmental standards and almost
meet the standard based on a review of the
7,000 certified products (stock-keeping units or
product and additional information provided by
SKUs). Purchasers are using the site to research
the manufacturer.
or develop purchasing specifications and to put
together potential bidder lists. EcoLogoCM is the
• Self registration with random audits – Individual
only program in North America to have been
companies identify products meeting the
accredited by the Global Eco-Labelling Network.
environmental standard on their own without any
It is a Type I eco-label according to ISO, and
preliminary review, but the standard setting
addresses all of the environmental attributes of
organization or other independent auditors
the product.
conduct random audits after products are
registered to ensure compliance.
Chlorine Free Products Association
<www.chlorinefreeproducts.org>
• Self registration – Individual companies identify
products meeting the environmental standard on
CFPA certifies paper and tissue products
their own without any outside review.
meeting its multi-attribute standard.
It is important to note that a stringent verification
Green Seal <www.greenseal.org>
process is relatively meaningless if the standard
itself is not meaningful.
Green Seal standards provide leadership criteria
for the development of many types of products
and services. The Green Seal website includes a
list of all of the Green Seal-certified products
and services with links to the manufacturers and
providers.
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Single Attribute Environmental Standard Setting and
Additional Environmental Standards
Certification Organization
Other programs allow manufacturers to declare
These programs focus on a single environmental
their products meet a publicly available standard.
issue such as indoor air quality or recycled content.
They then conduct random audits to maintain the
Before earning certification, an independent third-
integrity of the environmental declarations. The
party auditor must verify that products meet the
existence of the public standards also allows others
publicly-available standard.
to independently verify the accuracy of the claims.
Forest Stewardship Council <www.fscus.org>
Energy Star Program <www.energystar.gov>
The Forest Stewardship Council certifies wood
The U.S. Federal Government’s Energy Star
products obtained from sustainably harvested
program establishes energy-efficiency criteria for
forests. It also certifies environmentally preferable
a wide variety of products in more than 40
papers based on a multi-attribute
product categories. The site lists all of the
approach.
products meeting the efficiency requirements. It
also includes recommended purchasing
Green-e <www.green-e.org>
specifications and online training resources.
Green-e certifies sources of renewable electricity
EPEAT <www.epeat.net>
and renewable energy credits generated from
clean energy sources such as wind, solar, or
EPEAT ranks computer desktops, laptops, and
small-scale hydro-electric. It also certifies
monitors into EPEAT Bronze, Silver, or Gold
products that were manufactured in facilities
categories based on more than 50
using renewable energy.
environmental criteria. There are currently more
than 600 products from 23 manufacturers on
GREENGUARD <www.greenguard.org>
the EPEAT registry.
GREENGUARD focuses exclusively on indoor air
quality issues. Its website includes certified
products in more than 15 different categories,
from paint to baby cribs and mattresses to
cleaning systems, flooring, adhesives, wall
coverings, HVAC ductwork, window treatments,
countertops, tiles, cabinets, and office
furnishings. Today, there are over 120
manufacturers participating in the testing
program with more than 150,000 products are
certified.
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© 2007. TerraChoice Environmental Marketing Inc.
All Rights Reserved.
APPENDIX C — References
1 http://www.iso.org/iso/iso_catalogue/catalogue_tc/catalogue_detail.htm?csnumber=23145
2,6 http://www.ftc.gov/be/v970003.shtm
3 http://www.epa.gov/epp/pubs/claims.htm
4 http://www.greenerchoices.org/eco-labels/eco-home.cfm
5,7 http://consumer.ic.gc.ca/epic/site/oca-bc.nsf/en/h_ca02302e.html
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