Green Oxymorons
Being green, of course, is both unbearably chic and increasingly popular among Americans. An annual study on Green Brands has consistently found that fully 75 percent of Americans think that it’s “somewhat” or “very” important for them to buy from green companies. This is all corporate marketing departments needed to hear, and many companies are suddenly finding a “green” angle on every product they market, even on products as improbable as headsets and trans-fat-laden snacks.
Called “greenwashing,” the process involves exaggerating a product’s green credentials in order to attract eco-minded consumers. It’s rampant now: consumer groups are being kept busy exposing a number of improbable and even dangerously deceptive marketing claims: meat companies using the label “all natural” on animals fed antibiotics and hormones; breakfast cereals called “all natural” while also chock-full of genetically modified (GM) grains, and appliances that insert the word “green” into their marketing language despite offering no demonstrable energy savings.
It’s easier for some companies than others. While it’s pretty easy to read the list of ingredients in a box of cereal, where greenwashing gets tricky is when it’s committed on a far wider scale – such as in buildings, cars and commercial developments – and the deception is mixed in with truth: sometimes rather a lot of truth.
http://news.thomasnet.com/green_clean/2011/08/02/green-oxymorons/
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