Rate the Ads
- Nestle's ecobottle
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- May 2, 2008
- Submitted by thecynic
- Greenwashing Index Rating: 2.65
- Rate it »
- Fiji Water at Expo West
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- April 30, 2008
- Submitted by jdorf
- Greenwashing Index Rating: 4.5
- Rate it »
- Greenpeace Dove Onslaught
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- April 23, 2008
- Submitted by debz
- Greenwashing Index Rating: 1.76
- Rate it »
- TXU Energy EarthDay Web Page
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- April 18, 2008
- Submitted by Nappy
- Greenwashing Index Rating: 4.65
- Rate it »
- Sun Chips Goes Solar
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- April 17, 2008
- Submitted by treehugger
- Greenwashing Index Rating: 3.52
- Rate it »
- GE's Ecomagnation
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- April 16, 2008
- Submitted by SLC
- Greenwashing Index Rating: 4.2
- Rate it »
- Garanti Bank - Environmentalist Credit Card "Bonus Card"
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- April 6, 2008
- Submitted by no-data
- Greenwashing Index Rating: 5
- Rate it »
- Ultimate ME2 - Fields of Green Team TOLL FREE 1.866.370.0795
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- March 20, 2008
- Submitted by Worldwatch
- Greenwashing Index Rating: 3.17
- Rate it »
- Shop to save planet Earth, my foot!
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- March 8, 2008
- Submitted by neverdiephoenix
- Greenwashing Index Rating: 4.69
- Rate it »
- Total Ads Submitted: 98
View More »
- Greenwashing Awareness Goes Mainstream
- View the Jan. 31 TODAY Show segment on greenwashing, featuring EnviroMedia’s Valerie Davis.
Read the news release.
Greenwashing:
It’s Not Black and White
Welcome to the Greenwashing Index — home of the world’s first online interactive forum that allows consumers to evaluate real advertisements making environmental claims. “Going green” has become mainstream for businesses large and small — and that’s a good thing. What’s not so great is when businesses make environmental marketing claims that can be misleading. The intent of this Web site is to:
- Help consumers become more savvy about evaluating environmental marketing claims of advertisers;
- Hold businesses accountable to their environmental marketing claims; and
- Stimulate the market and demand for sustainable business practices that truly reduce the impact on the environment.
The integrity of today’s green ads can range from outstanding to outrageous, so it’s important for consumers to educate themselves on what makes environmental marketing claims truly authentic. The Greenwashing Index is an automated tool that provides five simple criteria developed by advertising academia and weighted according to their relevance in marketing claims. So, if you’ve seen a good or bad ad heralding the environmental qualities of a product or company, post it here, rank it according to the Greenwashing Index, and then come back to see how other consumers score it.
Register an account to start posting and rating ads.
Learn more about the criteria for the Greenwashing Index.
Commentary
Wal-Mart Weighs in on Packaging at FTC Forum
May 5, 2008
Posted by Valerie Davis
CEO and Principal
EnviroMedia Social Marketing
Reducing the weight of Honest Kids organic juice drink pouch bulk packs sold at Wal-Mart is one of the success stories highlighted at the April 30 Federal Trade Commission (FTC) “Eco in the Marketplace” public workshop on product packaging claims.
Amy Zettlemoyer-Lazar of Wal-Mart’s Sustainable Packaging Value Network and Sam’s Club Packaging explained how they reduced the Honest Kids packaging weight from 13.6 grams to 8 grams, but pointed out that the quality of the product is just as key.