Findings
About the Sins of Greenwashing Report & Study
In 2007, in an effort to describe, understand and quantify the growth of greenwashing, TerraChoice Environmental Marketing launched a study of environmental claims made on products carried on category-leading ‘big box’ store shelves. Based on the results of the study, six patterns in greenwashing were identified, now recognized as the Six Sins of Greenwashing study. The Six Sins of Greenwashing exposed a nerve with consumers wanting to do the right thing but growing suspicious of misleading environmental claims.
In 2009, TerraChoice released the follow-up study, the Seven Sins of Greenwashing to present new and significant trends that have emerged since the first study. This year’s research includes even more ‘big box stores’ in both Canada and the U.S. and more products studied. The second edition of the study also gives closer examination to product categories of special interest to consumers — toys/baby products, cosmetics and cleaning products.
About TerraChoice Environmental Marketing
TerraChoice Environmental Marketing, North America’s premier environmental marketing firm is the author and brainchild behind the Sins of Greenwashing studies and reports, which have garnered widespread media and consumer attention. For more information on TerraChoice, please visit terrachoice.com.
