By Dan Shapley
Buyer Beware: Questions linger about "greenwashing"
If there was any doubt that companies -- and their marketing consultants -- are trying to capitalize on public concern about environmental issues, look no farther than the advertising industry's biggest gathering, the Cannes Lions International Advertising Festival. Marketing the good work a company is doing for the environment is a major focus for the advertisers this year. But as with all advertising, this phenomenon ought to come with a big "buyer beware" sticker. The conscious consumer should check out a company's credentials before buying into an ad campaign. To help, the group Climate Counts has released a new scorecard
that independently assesses various companies, based on 22 criteria designed to divide the truly green from the greenwashed, according to a story in the June 22 USA Today.