Green is the new Black a critical look at Greenwashing in the Organic Industry

Natural and organic are the new buzz words in the skin care industry with more and more manufacturers jumping on the bandwagon. However, just because the name of the product contains these terms, it doesn't mean the product is either of these things, organic or natural. Implying something is green when in fact is is far from it is known as greenwahing.

Green is the new buzz word and consumers are driving the sales of "green" products. Companies are jumping on the green bandwagon in an effort to appear more ecologically sound and in many instances, those behind the marketing claims really are making an effort to minimize their impact on the environment. However, in other cases, it is all just a marketing ploy to get consumers on side. There is a lack of clarity around this issue within the wp industry. In the wp industry Greenwashing can occur in a number of different ways.

1. Using a single environmental claim suggesting that the product is greener than it actually is eg. A shampoo that claims to contain no Sodium Laurel Sulphate (SLS) but uses alternative foaming agents such as Ammonium Laurel Sulphate, which have the same risks associated with their use.

2. Having no proof - for example personal care products that claim to that they are "fair trade" without any certification or evidence. Whiel the certificatio nmay not necessarily be on the lable, upon request from the manufacturer or supplier you should receive evidence of fair trade status.

3. Lack of definition - using terms such as "green" or "natural" without actually outlining what that means. Australia has no set guidelines here, so there is alot of confusion as to what is considered "natural skin care". Again if in doubt, ask the manufacturer or supplier what their guidelines are for making a "natural" label claim.

4. Make "green" claims that are irrelevant. The claim might be truthful, but is also unimportant, eg CFC-free shaving creams. Claims about the use of CFC (cholorflurocarbons) are rendered useless given that CFCs have been banned for sometime. Similarly claims of "no cholesterol" olive oils are misleading given that olive oil contains no cholesterol in the first place.

5. Lying about a "green" claim, eg. A product that claims to be "certified organic" when there is no such certification. In many cases the claim isn't so blatant. eg. Come companies claim to produce organic products however the inclusion of SLS, parabens and FD&C dyes precludes their organic status, a clear greenwash designed to compell consumers to buy. This in not to say that the product doesn't include some organic ingredients but to the consumer, the assumption is that the product is truly organic. http://www.terrachoice.com

As a consumer how do work your way through the fog of marketing greenwash? Firstly, read the labels and full ingredient listing of the products you choose to determine the products full worth. If you are unsure about an ingredient, ask the supplier or seller. Once you know you can make an informed choice about the products you use. Logos such as this indicated organic certification

Logos such as this indicated organic certification

Secondly look for evidence of certification. In Australia, unlike "natural" status we have strict guidelines about "organic" status. If a product claims to be "certified organic" ensure the appropriate certification logo is on the label eg products bearing the logos of Australian Certified Organic (ACO) or the The National Association for Sustainable Agriculture of Australia (NASAA).

Many skin care manufacturers claim that a product is organic or natural without certification but you want to know that the claim is made with integrity. For example, a manufacturer including water when claiming a product is 99% organic when in fact this is a misleading claim. Water does not contribute to the organic status of a skin care product and so should not be included in the percentage claim. If a product claims to be organic, as opposed to certified organic, ask the supplier or manufacture what this means.

Green marketing is a powerful tool of communication for both buyers and sellers. More and more consumers expect to see evidence of a commitment to the environment from manufacturers and the green dollar spend is increasing as a result. If a product isn't green, natural or organic, that's ok but truth in advertising is fundamental to the ongoing growth of the green industry. Without it, consumer cynicism and apathy creep in and we will lose the potential for not just greener products but also a greener earth.

Greenwashing is an issue we now commonly face as consumers however, a little curiosity and some well asked questions will help you to work your way through the marketing maze. Another useful resource is http://www.safecosmetics.org

References: 1. Darbre, P. D., Aljarrah, A., Miller, W. R., Coldham, N. G., Sauer, M. J., and Pope, G. S., "Concentrations of parabens in human breast tumors," Journal of Applied Toxicology, Jan 2004: (24): 5-13.

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Your organic skin expert http://vitaleblog.org
Article Source: http://www.articlealley.com/green-is-the-new-black-a-critical-look-at-greenwashing-in-the-organic-industry-1213615.html

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