Don't Get Greenwashed

"Organic cotton sheets, sustainable flooring, recycled glass countertops. The words hint at something lovely and healthy, but what do they mean exactly?

Much like the word “organic” was used loosely years ago, the word “green” and all its synonyms are appearing everywhere in commercials, advertisements and marketing lingo. Its misuse has become so widespread, it has earned its own term — “greenwashing” — and the Federal Trade Commission has sped up plans to regulate the marketer’s tactics. The FTC’s final report (known as the “Green Guides”) may take more than a year to be finalized. In the meantime, here are some guidelines to get you over the hump.

1. Do your homework. The “do your homework” mandate can seem cliche at times, but it is truer than ever in this instance. “A quick search on the Internet can usually turn up a few reputable editorial sources and most likely some readers comments and ratings,” says Graham Hill. Hill’s Web site, Tree Hugger.com, features its own “Green Guides” section, which breaks down the top environmental attributes and concerns among major product categories, such as lighting, electronics and gardening. Locally, try www.michianagreenpages.org. More homework guidelines: Confirm green claims through a secondary source, and try to conduct at least part of your research over the phone or in person. “Ask sales reps about the various options they offer, and then drill down with specific questions,” Hill says. (What kinds of questions, you ask? See No. 2.)"

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