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GREENWASHING - the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service.
(as per Ottawa-based environmental marketing firm Terra Choice)
What izzit?
Greenwashing is a term that has manifested itself in the American business landscape quite well in this era of climate change and "green-sheening." The term, as previously mentioned, refers to misleading claims on behalf of a manufacturer in regards to the environmental impact of a product or service. An example of this sort of marketing may or may not be an oil company touting itself as part of the solution [to the climate change problem].
Why izzit important?
In a world with a growing concern and understanding of the need to commit to achieving sustainability, greenwashing has become a large problem. When an unknowing consumer believes supporting a product or service is, indeed, 'green' (when, in fact, it is not), the intent of the consumer's purchase is not being realized. This disconnect is unhealthy on many, many levels. Check out the links below to read more.
See also...
The Six Sins of Greenwashing at Terra Choice
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