“Chemical-free” is another term often used on labels. Let’s ‘get this straight’, nothing is free of chemicals, not even you. Water is made up of chemicals; all plants, animals, and humans are made of chemicals. Perhaps you have been green-washed!
Meat labelled “natural” might have been treated with antibiotics and a chicken labelled “free range” might never have gone outside. Words such as these are irrelevant and distract the consumer from finding a greener option. Too often, the consumer is being “green-washed” into believing their products is safe and effective. Sadly, this is not the case.
“The green market is booming in Canada, where 70 per cent of consumers say they are willing to spend up to 20 per cent more for environmentally preferable items”, says Nancy Wright, vice-president of Vancouver’s Globe Foundation which conducts market research and organizes trade shows for green business.
This is music to the ears of any environmental advocate. It is also a major marketing opportunity for some manufacturers. A company may claim to be ‘green’ but actually, words such as non-toxic, hypoallergenic (a term invented in the 1950’s by cosmetic advertisers), fragrance free, earth smart, and natural are really meaningless with no set standards. So, don’t always trust what you read. The best defense is awareness and education. For example, let’s take the term -“Non-toxic.” Everything is toxic in sufficient dosage. Think about it. Salt is a natural product but in some situations, salt can be very dangerous to environmental and human health.
The Six Sins of Green-washing
In November 2007, TerraChoice released a report entitled “Six Sins of Green-washing” – A Study of Environmental Claims in North American Consumer Markets. The study made several great suggestions about how to look for green-washed products: “A bathroom cleaner splashes “Chlorine Free” on its label but doesn’t mention that it still contains other potentially dangerous ingredients. Light bulb manufacturers might claim their products are energy-efficient but provide no evidence or certification. Phrases such as “Chemical-free,” “Non-toxic,” and “All Natural” lead us to believe a product is safe. But something can be All Natural and still be hazardous: arsenic, uranium, crude oil, mercury, and tobacco, these are all “natural.”
Be aware of green-washing: a phenomenon in marketing
You can probably assume that products that have their environmental goodness splashed all over the label aren’t so great. Usually, it’s the products that are sitting quietly on the shelf (like baking soda and vinegar) that are your best bet. Research the product by checking the manufacturer’s website, and once you know that the product is safe, continue to purchase it.
Look for the company’s environmental mission statement or commitment to the environment. Furthermore, find out what the manufacturer’s policy is on the environment or on sustainability. You are certain to discover a great deal about the company. To learn how to avoid being green-washed by Eco-marketers, know the ‘truth’ in your ingredients by researching them. As well, learn about the company and their sustainability practices and support local, where possible, when possible.
70 per cent of consumers say they are willing to spend up to 20 per cent more for environmentally preferable items ~ Nancy Wright
Do the work!
Investigate the ingredients in products you are planning to purchase. Green-washing is everywhere and especially rampant in products where companies are trying to portray themselves as Eco-friendly. In fact, they are not! Looking at the ingredients is a good start to help you learn more about any product. Especially, if you are putting it on your body. If you can’t get the ingredients, it’s a good idea to stay clear of the product. What you don’t know may do damage.
Here are 12 chemicals that studies have shown to have serious health impacts:
• Coal tar colours: FD&C Blue 1, Green 3
• Diethanolamine (DEA)
• 1,4-Dioxane (present in sodium laureth sulfate and other –eth ingredients)
• Mercury and lead
• Parabens (methyl-, ethylpropyl-, butyl-, isobutyl-)
• Petroleum distillates
• Phenylenediamine (PPD)
These are just a few harmful chemicals, but there are many more. Did you know that at least 100,000 chemicals exist today? Buying locally made products has many benefits. It helps to reduce your carbon footprint and supports your local, regional or national economy. Remember, that local business people and farmers live in the area. Therefore, it’s much easier to get to know these people. So, find out more about them, and get to know their products.
It’s easy to be green-washed. Learn how to sort out the impostors from the genuinely green. All the while, you will educe the impact of green-washing. Then you can share your findings with friends and family. Be aware, know the real ‘truth’. Your general health and the environment will thank you.
Melanie Vollick, Freelance Writer