Thursday, March 19, 2009
Greenwashing Alert: Tom's of Maine, Burt's Bees, Naked Juice and More
Greenwashing: a term used to describe the practice of companies disingenuously spinning their products and policies as environmentally friendly, such as by presenting cost cuts as reductions in use of resources. It is a deceptive use of green PR or green marketing. The term green sheen has similarly been used to describe organizations that attempt to show that they are adopting practices beneficial to the environment (wikipedia.org).
Just learned from the Organic Consumers Association that all of these brands are owned by bigger, nastier conglomerates. Please, please read full article here if you buy these products and you think you are doing a good deed by doing so. Not to mention Odwalla Juice, Kashi cereal, and The Body Shop.
Greenwashing is more prevalent than ever as a marketing tool. See my previous article (from way way back in New York, New Fork history) on the topic.