Beware the deadly sins of ‘greenwashing’ -Globe and Mail

It’s not easy being green. Companies lambasted in the past for hyping their earth-friendliness are keeping it on the down-low these days. Loud, self-laudatory announcements have been replaced with third-party endorsements, introspection – and a refreshing element of humility.

“Consumers are demanding greater transparency,” says Scott McDougall, president of TerraChoice, an environmental marketing firm based in Ottawa. They publish an annual report called The Sins of Greenwashing, looking at how products that claim to offer environmental benefits are promoted and sold.

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