Going green is in, and for good reason, but according to a recent report, many companies are going green to make more green (money, that is).

Greenwashing is when a company misleads consumers regarding their environmental practices or the environmental benefits of a product or service. TerraChoice Environmental Marketing
Inc., a marketing agency that helps North American companies become genuinely sustainable, conducted a survey of six category-leading big box stores. "We identified 1,018 consumer products bearing 1,753 environmental claims," says
their report, The Six Sins of Greenwashing.

"Of the 1,018 products examined, all but one made claims that are demonstrably false or that risk misleading intended
audiences."

Unfortunately, greenwashing creates doubt about all environmental claims, including sincere and valid ones. Don't
buy into greenwashing. Take the time to read about the company you're considering.

Ask questions of the store owner who is stocking the company's products and contact the company itself to ensure their values are in alignment with yours. Once you're certain of a company's good environmental intentions, you can feel good supporting them and your environment.

To read the full report, go to: www.terrachoice.com.

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