9 out of 10 Shoppers consider the health and environmental impact of products when deciding what to buy.

“Green” Products have increased over

73%since 2009.

But more than

95%of products are guilty of greenwashing.

GUIDE TO BUYING GREEN

$ $ $ $ $ $ $

IS IT REALLY

GREEN?

GREENWASHINGThe act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service.

7 out of 10 shoppers are willing to pay a 20% premium for products that claim to be “eco-friendly.”

The Sins of Greenwashing for Cleaning ProductsHidden Trade-O� No Proof

Lesser of Two EvilsIrrelevance

Vagueness

Worshiping False Labels

25%

23%27%

8%

10%

7%

Suggesting a product is “green” based on narrow attributes, without attention to other important environmental issues

Having an environmental claim that simply cannot be proven.

“Green” claims that are so poorly de�ned or broad that its real meaning is likely to be misunderstood

Making an environmental claim that may be true, but it is unimportant or unhelpful when looking for environmentally preferable products.

Claims that may be true, but they risk distracting the consumer from the bigger environmental impacts of the product.

A product that, through either words or images, gives the impression of a third-party endorsement where no endorsement actually exists.

What to Look For