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The Seven Sins of Greenwashing – Sin #2

"Mother Earth Approved"
photo by Adam Kuban
Today we’ll dive into Sin #2, The Sin of No Proof. But first, as a reminder, here’s a definition of Greenwashing:

GREENWASH
Greenwashing is “the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service.”

SIN #2 – THE SIN OF NO PROOF
The Sin of No Proof is one where there isn’t a readily-available way to verify the claim. So my picture here of a wine “bottle” that claims to be “Mother Earth Approved” would be deceptive in that you can’t verify that claim. I visited the website for this wine and I think this is probably done largely in jest, but it’s still a claim that can’t be substantiated. The cartons are made of paper, “a renewable resource that comes from trees.” and are recyclable (much like milk cartons).

But many of the claims on this particular product’s website about package ratio, CO2 footprint, fuel efficiency (because they are lighter to transport) would be difficult to quantify. Sometimes a manufacturer will make claims that try to snow you with facts or figures or fine print that really can’t be determined or with data that is irrelevant or so vague as to be irrelevant.

“Green Guides” is a publication of the Federal Trade Commission that is seeking to set out some strict guidelines for what is appropriate in an advertiser’s claim and what isn’t. One example they give is a good indicator of what we need to be aware of:

“A trash bag is labeled ‘recyclable’ without qualification. Because trash bags will ordinarily not be separated out from other trash at the landfill or incinerator for recycling, they are highly unlikely to be used again for any purpose. Even if the bag is technically capable of being recycled, the claim is deceptive since it asserts an environmental benefit where no significant or meaningful benefit exists.”

As with all advertising claims, green or not, we as consumers need to be smart and aware. We need to pay attention, read closely how claims are worded and be sure we make the best decisions we can on our product purchases. The purpose of advertising is to get us to buy the product. And while many manufacturers will make accurate claims, there are those who will not. And with the proliferation of “green” as a consumer buzz-word and desire most of us have, we need to be even more aware.

Next Post: Sin #3 – The Sin of Vagueness

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Easy Doesn’t Always Mean Simple

My wife and I were out and about today and visited Bed Bath & Beyond. As we wandered through the store we came upon one of those product demos for a Krups Nescafe Dolce Gusto Piccolo 15 Bar Single Serve Beverage Maker (whew!) in Titanium/Black. I had been talking about doing some product reviews and had some thoughts mulling around on different products I could comment on.

But this one tipped the scale for me. As we listened to the demo, we saw how you could take individually-wrapped “capsules”, insert them into the machine, flip the lever and, viola! have an espresso or cappuccino in just minutes. For regular espresso, only one capsule is needed, but for a cappuccino, it takes two. And, of course, the pods are disposable.

By now, you may have sensed where I’m going with this. To enjoy the easy brewing of an eight ounce cappuccino, I will throw away, two capsule containers (plastic, I think, but not recyclable since they are contaminated with food waste) and for every eight cups, will consume a small cardboard box (which at least is recyclable). And the cappuccinos will cost me about $1.13 each (for just the capsules).

There are many ways to brew coffee and espresso without disposing and filling landfills. I have an espresso machine that has a metal reusable portafilter. Nothing disposable in it. And my coffee grounds make a great addition to the compost bin (if you’re so inclined).

For regular coffee, there are the cone filters that are washable and reusable. Single cup and for the brewers. And at $1.25 per cup for the Krups Nescafe Dolce Gusto Capsules, you’ll pay for the cost of a $10 reusable filter in a few days and even a fancy, durable $300 espresso machine in several months. I’ve had mine for two years and it’s still going strong.

Does this take more time? A little. Is it less money? A lot. Is it better all-around? Absolutely.

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Junk Mail

So last time I talked about phone books. Today I’d like to talk about junk mail. No one gets junk mail do we? Oh, really? You do?

Our recycle bin at home is dominated by the junk mail that comes to us in the snail mail. I think that’s the dominant form of paper we recycle. Some, we don’t even open or look at. It simply goes from mail box to recycle bin to making more junk mail.

It’s even worse at my office; and with the economy the way it is, it seems to have ramped up. We get some of the trade magazines for free. And we get eight copies– one for each staff. Sometimes two or three per staff if they have multiple spellings of our names. One trade company I know was sending us 10 copies. I contacted them, said we really only need one (it’s still a good publication), they said they would get it down to one. We’re still getting 10 and it’s been over a year. Maybe I should publish their name here…

There is a company I discovered a few years ago and I will publish their name here. I discovered them when I was getting 3 copies a month of an Eddie Bauer mailing advertisement (when there isn’t an Eddie Bauer store within 100 miles of my home). It’s called Catalog Choice (http://www.catalogchoice.org/). It’s free and it works. Think of the number of trees and water used simply to make and print the paper junk mail is sent to us on.

Like I mentioned with the phone books last time, it’s a way to opt-out of catalogues you don’t want to get. Or multiple catalogues to one address. It’s easy to use. And, since I originally joined, they have added an opt-in for electronic catalogs called iCatalog. The way it works is retailers really do want to target their mail ads. We really only want to get what we want to get. Catalog Choice puts that together in a database and viola! less junk mail. Retailers are happy, I’m happy, it’s a win win.

And, with diligence, it has made a difference. Our home junk mail has been probably cut 60 to 70%. Not all retailers participate, but many do. And there are more and more each month. Check it out; it’s a way to more the “halve” your junk mail.

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Recycling, Compost and Waste

One other way to “halve it all” is to reduce the amount of garbage we generate. Municipal Solid Waste (MSW) is more commonly known as garbage or trash. This is the stuff and junk that ends up in our landfills. Or, in some areas, it’s incinerated.

My wife and I have been working to reduce our trash. Our garbage collection company gives us three cans, a 90 gallon recycle can, a 90 gallon yard debris can and a 32 gallon trash can. For quite a while, they would pick up the recycle and yard debris on alternating weeks and the garbage every week.

So we took on a personal challenge. How could we reduce our garbage that we generate? Some of the things we did I am blogging about. More will follow. We tend to like the challenge with a goal, so we started looking at several areas of our trash generation. Little did we know these are also the suggestions at the EPA website.

First, we did what is called “source reduction.” We looked at buying less. Then, we tried to buy in bulk when we could. We look at how much packaging there is with an item and is there a way to buy it without all the surroundings? Some stuff there is more packaging than item! If not, is the packaging recyclable? Go paperless when you can (more on this later).

Second, we recycle everything we can. When we designed our kitchen, we built in large, pull-out drawers for the recycling. Sometimes our 90 gallon can is overflowing. Many items can be recycled: paper, cardboard boxes, many plastic bottles, food cans, etc.

Third, we started composting. We got a little can and have it in the kitchen for food scraps. We were running it down the garbage disposal, but now we compost it. I also put our lawn clippings in the compost to balance “the greens and the browns”. I know that didn’t really add to the landfill problem, but it certainly was wasteful. My wife loves to plant flowers and compost helps feed the soil. And our yard debris has been reduced.

So, what’s the result of us “halving it all” with our garbage? We now only have our garbage company pick up our garbage every other week. Yep, 32 gallons that are often not full, every other week. AND… we pay less for this service, so, again, we’re saving money. Do some of these things and call your garbage company: you may be able to save money while helping our environment.