THE TOP 10 "SIGNS OF GREENWASH" to help companies avoid making any unintentional mistakes. Those signs are:
1. Fluffy language. Words or terms with no clear meaning (e.g. "eco-friendly").
2. Green product vs. dirty company. Such as efficient lightbulbs made in a factory that pollutes rivers.
3. Suggestive pictures. Green images that indicate a (unjustified) green impact (e.g. flowers blooming from exhaust pipes).
4. Irrelevant claims. Emphasizing one tiny green attribute when everything else is not green.
5. Best in class. Declaring you are slightly greener than the rest, even if the rest are pretty terrible.
6. Just not credible. "Eco friendly" cigarettes, anyone? "Greening" a dangerous product doesn't make it safe.
7. Jargon. Information that only a scientist could check or understand.
8. Imaginary friends. A "label" that looks like third party endorsement -- except that it's made up.
9. No proof. It could be right, but where's the evidence?
10. Out-right lying. Totally fabricated claims or data.
You can download the report, "Understanding and Preventing Greenwash: A Business Guide," from www.GreenBiz.com , and for more information visit www.BSR.org and www.Futerra.co.uk.