• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Green expo greenwashing presentation
 

Green expo greenwashing presentation

on

  • 1,443 views

Greenwashing Risks and Risk Management - presented by David M.Scott, LEED®AP - Green Expo 2010

Greenwashing Risks and Risk Management - presented by David M.Scott, LEED®AP - Green Expo 2010

Statistics

Views

Total Views
1,443
Views on SlideShare
1,386
Embed Views
57

Actions

Likes
0
Downloads
19
Comments
0

4 Embeds 57

http://cgbf.org 31
http://www.cgbf.org 18
http://www.slideshare.net 7
file:// 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Green expo greenwashing presentation Green expo greenwashing presentation Presentation Transcript

    • GreenWASHING
      Risks and Risk Management
      Presented by:
      David M. Scott, LEED®AP
    • We’re greener than green!
    • TerraChoice researchers surveyed more than 18,000 advertisements. The ones that made environmental claims were counted and described as a percentage of the total number of advertisements.
      Source: Environmental Claims in Consumer Markets, TerraChoice Environmental Marketing, 2009
      “Green” Advertisements on the Rise
    • Green·wash (grēn'wŏsh', -wôsh') – verb: the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service
      Source: Scot Case, TerraChoice Environmental Marketing
    • “The Seven Sins of Greenwashing”
      1. Sin of the Hidden Trade-Off
      2. Sin of No Proof
      3. Sin of Vagueness
      4. Sin of Irrelevance
      5. Sin of Fibbing
      6. Sin of Lesser of Two Evils
      7. Sin of Worshipping False Labels
    • 1. The Sin of the Hidden Trade Off
      Definition: Claiming a product is “green” based on one attribute
    • 2. Sin of No Proof
      Definition: Claim that cannot be substantiated by readily accessible information or a reliable third party certification.
    • 3. Sin of Vagueness
      Definition: Claim that is poorly defined or so broad that it is often misunderstood by the consumer.
    • 4. Sin of Irrelevance
      Definition: Claim that may be truthful but is
      unimportant or unhelpful for consumers seeking
      environmentally preferable products.
    • 5. Sin of Fibbing
      Definition: Claims are false.
    • 6. Sin of Lesser of Two Evils
      Definition: Claim that may be true but distracts
      consumer from greater environmental impacts of
      category as a whole.
    • 7. Sin of Worshipping False Labels
      Definition: Claim that gives the impression of a third party endorsement where no such label exists
      Examples:
      - Image that looks like an official seal of approval
    • Sins of the Seven Sins?
    • Greenwashing Litigation
      Koh v. SC Johnson & Son, Inc.,
      Case No. 09-00927 (N.D. Cal. 2009)
    • Greenwashing Litigation
      Paduano v. American Honda Motor Co., Inc.,169 Cal. App.4th 1453 (Cal. App. 4th Dist. 2009)
      Mendez v. Intel, Case No. CV-09-2889 (N.D. Cal. 2009) 
    • The Federal Trade Commission
      The FTC enforces Section 5 of the FTC Act, which generally prohibits "unfair or deceptive acts or practices," including advertising that is false or misleading. .”
    • Crime and Punishment
    • 3rd Party Verifications for Products
    • 3rd Party Verifications for Products
    • We’re greener than green!