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A new green consumer survey along with some questionable advice from GreenGoods has made me seriously rethink how complicated it is for consumers to choose actual green products over greenwashing junk products. So in the next few posts we’ll look at why this is and how you as a green consumer can make smarter choices.
From a consumer point of view I can see why it’s complicated and difficult to choose green products. Here are some of the reasons why it’s so hard to make smart green choices…
Companies don’t make it easy: The majority of eco-companies don’t work hard enough to brand themselves and when they do they don’t seem to be concentrating on building brand trust. They concentrate on the green aspects, which is a given, but less so on product function, usability, and worth, and research shows that theses are all things consumers use to make purchasing decisions. It’s been shown that while consumers want green, that’s not the only reason they’ll buy something, there has to be other benefits. I’ve seen more green bloggers push these aspects than the companies themselves.
Trusted sources aren’t always so trustworthy: GoodGuide promoting bleach, a trusted blogger saying green is not worth the cost, the Sierra Club endorses Clorox (for a fee) and companies who are actually green and branded make weird green accusations.
Greenwashing is big business: Green is the new black and has been for a while. Like any popular trend, everyone will do anything to get on board. McDonalds who are really just a meat heavy, packaging heavy, chemical soda pushing corporation build a few green stores and that’s all you hear about. Clorox makes a green colored (literally) cleaner and everyone ignores the fact that this is a company who pushes bleach and other chemicals at families on a daily basis – really? IF you can make one product green and safe, why make the other toxic products still? Companies who make tons of disposables rather than solid, long lasting reusable products start a recycling program and everyone goes “Ooooooo!” it’s really lame, but this is what PR focuses on and what consumers end up seeing – the green side of non-green companies.
The labels on green products bite – BIG time: The outlandish and insane eco and organic labels in the U.S. are barely helpful; according to ecolabelling.org, “Market research indicates that there are over 500,000 ecolabelled products on the market right now.” Also standards are iffy. PLUS people keep popping up with lame 3rd party labels which only confuses the matter. We need across the board standards for green products, organic products, and then also the weaker green products (i.e. natural). It would also be nice if all this info was gathered up at one easy to access website for consumers.
What else do you think is making it hard to buy green?
[image via Jennifer]
I so agree with how difficult it is to find REAL green goods! One suggestion is to lok for businesses that have the Co-Op America seal. I can assure you that thier process of investigation truly rules out businesses that are trying to take advvantage of consumers by Green Washing!
I also would love to invite you to visit http://www.earthlovershopping.com. I think you will be pleased at the selection of TRULY green gifts and goods- thanks!
973 days ago
[...] conventional toys, which isn’t a huge deal, because what you pay (if you’re getting real green goods) translates into safer, less toxic products for your child. However, for parents looking to go [...]
Funny you should ask! We feel the same way which is why we have what we consider the most progressive eco criteria on the market, and includes social responsibility. (and that is difficult) Our passion is to deliver “real green goods”. We’ve done our homework and can talk at length about every product and why we sell it. We have made some hard decisions about our product selection. A good example is we do not carry dryer balls or other dryer related products) because we believe people should not use their dryers! (plus they’re made out of PVC)
I agree with your post. Hope you’ll check us out and see if we live up to your expectations.
Thanks for tackling this subject.
Jennifer,
You bring up such valid points. I am creating a website for my company’s brand call emeraldgreendirect.com. The site will be finished in September and it consists of mostly eco-friendly (biodegradable and 100% recycled) products that are labeled “green” by EPA Wastewise program (who we are partnered with) and government green tested – a requirement to do business with government municipalities. I found consumers to be extremely responsive and comfortable with GOVERNMENT approved certifications as apposed to private labeled certificiations.
I will tell you the reasons why we list our “non-green items on the site” as well.
1. Some consumers are not ready to go all out on green. They want green items in some areas, but not others. We hope by offering some non-green alternatives that customers will eventually segway into using green products in every category
2. Over the next two years our green committee will be converting every product we create and manufacture into green. We plan on this conversion to be user-friendly for our customers and plan on them being ready for this change around that time.