Greenwashing Zach Roman Yakov Rubinchik Harrison Thompson Thomas

Greenwashing Zach Roman Yakov Rubinchik Harrison Thompson Thomas Witt

What is Greenwashing? • Greenwashing is the practice of companies of falsely spinning and describing their products as environmentally friendly. • It is a deceptive use of “Green” PR of “Green” marketing. • When is the term “greenwashing” used?

History of Greenwashing • The term “greenwashing” was first introduced by Jay Westerveld, an environmentalist from New York. • 1986 essay on how hotels proclaimed to be environmentally friendly. • 1960 s - the environmental movement became very popular and advertising was a major part of this. • 1970 s - the first Earth Day was introduced

Progress of Greenwashing • 1990 s - A study was conducted on greenwashing by the Journal of Public Policy and Marketing. • 2000 s - BP spends 200 million dollars on campaigning to make their company appear more “green” • 2002 - The World Summit on Sustainable Development; the Greenwashing Academy hosted a “Greenwash Academy Awards”

Neuroframing • Scientists & Environmentalists attempt at “framing” environmental issues and the solutions to the issues. • Physiological underpinnings • Humans possess two innate, brain-based “maps” for responding to the world • “we-map” corresponds to our concern for others • Greenwashing takes advantage of “we-map” to frame their products as environmental friendly to satisfy our concern for others.

Garrison Meeting • March 2010 • Environmentalists must frame issues to appeal to peoples’ “we-maps” • Strategies to Market “solutions” to global

Environmentalists’ Abuse of Knowledge • Attempting to convince that solutions for global warming ARE right • Neuroframing = Greenwashing = political influence & money. • Should lay out the

Neuroframing = Greenwashing Hydrogen Cars: An Example Commercials mislead viewers to think that hydrogen-powered cars will be introduced within a few years • Hydrogen-powered cars are framed as part of the equation to “solve” global warming. • Neuroframing uses “we-maps” to draw concern for others by financially supporting car companies that research hydrogen -power. • Case in Point: Neuroframing of •

• http: //www. youtube. com/watch? v=h. U 2 w 8 x w. VNm. Y&feature=related

NOP • National Organic Program (NOP) is the federal regulatory framework governing organic food • NOP administered by the Department of Agriculture (USDA) • Organic Food Production Act of 1990 required USDA to develop national standards for organic products • 56 U. S. domestic certification agencies called Accredited Certifying Agencies (ACAs) accredited by the USDA

USDA Organic Produce Regulations • No synthetic chemical inputs such as fertilizer, pesticides, antibiotics, food additives • No organisms can be genetically modified • Sewer sludge cannot be used in fertilizer • Farmers must keep strict records • ASA can visit a farm at any moment to inspect paperwork and farmland.

USDA Organic Beef Regulations • • Born and raised on certified organic pasture Never receive antibiotics Never receive growth-promoting hormones Are fed only certified organic grains and grasses • Must have unrestricted outdoor access

USDA Organic Poultry and Egg Regulations • Birds must be kept cage free with outdoor access • Birds cannot be given antibiotics • Bird feed must be free from animal byproducts and made from organic crops

3 Levels of Organic • Products made entirely with certified organic ingredients and methods can be labeled "100% organic“ • Products with at least 95% organic ingredients can use the word "organic“ • Products with a minimum of 70% organic ingredients, can be labeled "made with organic ingredients"

Problems with NOP • NOP is small (fewer than 12 members) • NOP is underfunded • NOP does not personally visit farms that produce USDA-certified organic food • NOP relies on Accredited Certifying Agencies (ACAs) • ACA’s can not always be trusted, especially when dealing with foreign crops • USDA put 15 ACA’s on probation after an audit was done on August 7, 2008

38 Non-Organic Ingredients • USDA added 38 non-organic ingredients that can be used in USDA organic-labeled foods • 38 ingredients not grown organically • Organic Consumers Association has petitioned many of these ingredients to be taken off the list

Chinese Organic Foods? • Chinese “organic ginger” contaminated with levels of a pesticide called aldicarb • Contained a level of aldicarb not even permissible for conventional ginger • Aldicarb can cause nausea, headaches and blurred vision • Ginger sold under the 365 label at Whole Foods Market • Chinese government does not allow foreigners to inspect Chinese farms

• http: //www. youtube. com/watch? v=X 0 lq 3 a. R b. Jp. Y

Is Organic Food Healthier? • No one can say for sure whether organic food is any more nutritious than conventional food from lack of credible studies • Amount of man-made pesticide residues found in conventional foods is still well below the level that the Environmental Protection Agency has deemed unsafe • Organic plants may produce more natural toxins • Researchers from the London School of

Who Regulates? • Federal Trade Commission (FTC) • Consumer Protection Section 5 of the FTC Act prohibits "unfair methods of competition, " and was amended in 1938 also to prohibit "unfair or deceptive acts or practices. “

The Regulations – Part I § 260. 6 General principles • “Qualifications and disclosures” • “Distinction between benefits of product, package and service” • “Overstatement of environmental attribute” • “Comparative claims”

The Regulations – Part II § 260. 7 Environmental marketing claims • General environmental benefit claims • Degradable/biodegradable/phot odegradable • Compostable

§ 260. 7 (Cont’d) • • • Recyclable Recycled content Source reduction Refillable Ozone safe and ozone friendly

The Case of Wayne Koh • SC Johnson v. Wayne Koh • Shout® & Windex® Products • “Greenlist” label awarded by SC Johnson. • 50 % more paid for unsubstantiated claims • Class-Action Suit – Outcome Pending • One of seven suits filed during Obama administration.

Problems… • Administrative oversight • Enforcement vs. interpretation • Environment as a Commons?

References "Definition of Greenwashing". Terrachoice. com. http: //www. terrachoice. com/Home/Six%20 Sins%20 of%20 Greenwashing. Retrieved 2009 -09 -11. Deutsch, Claudia. "It's Getting Crowded on the Environmental Bandwagon. " New York Times [New York] 22 Dec. 2005, Advertising sec. Print. Global Warming Debate «. " Bugg’s Blog. Web. 05 May 2010. <http: //ptbuggy. wordpress. com/category/global-warming-debate/ >. 'Green' Good Get Red Flags. Wall Street Journal. Web. 7 May 2010. http: //online. wsj. com/article/SB 10001424052702304506904575180210758367310. ht ml. Hoffman, By Jane, and Michael Hoffman . "What Is Greenwashing? : Scientific American. " Science News, Articles and Information | Scientific American. Web. 1 May 2010. <http: //www. scientificamerican. com/article. cfm? id=greenwashing-greenenergy-hoffman>. Horgan, J. "Guest Blog: "Neuroframing" the Global Warming Issue Won't Win Converts. " Science News, Articles and Information | Scientific American. Web. 11 Apr. 2010. <http: //www. scientificamerican. com/blog/post. cfm? id=neuroframing-the-globalwarming-iss-2010 -03 -16 "LP: 'The biggest environmental crime in history'". Libertypost. org. http: //www. libertypost. org/cgi-bin/readart. cgi? Art. Num=209637. Retrieved 2009 -0911. "Nice Try: 12 Outrageous Examples of Greenwashing. " Web. Ecoist. Web. 08 May 2010. <http: //webecoist. com/2009/12/14/greenwashing-so-absurd-its-almost-funny/>. Part 260 - Guides for the Use of Environmental Marketing Claims. FTC. Web. 7 May 2010. http: //www. ftc. gov/bcp/grnrule/guides 980427. htm. Production of Honda FCX Clarity Hydrogen Car Begins. " Tree. Hugger. Web. 12 May 2010. <http: //www. treehugger. com/files/2008/06/honda-fcx-clarity-fuel-cell-hydrogen-carleases. php>. You. Tube - "Waterfight"" You. Tube - Broadcast Yourself. Web. 10 May 2010. <http: //www. youtube. com/watch? v=h. U 2 w 8 xw. VNm. Y&feature=related>. •

Additional Sources • • http: //www. thedailygreen. com/healthy-eating/eat-safe/3980 http: //www. ams. usda. gov/AMSv 1. 0/getfile? d. Doc. Name=STELP RDC 5066878&acct=nopgeninfo, ref? http: //www. culinate. com/articles/features/certified_organic_stand ards? page=0&page. Size=1 http: //www. nytimes. com/2008/09/17/dining/17 eggs. html? _r=1&p agewanted=2 http: //www. alternet. org/environment/94146/is_your_organic_foo d_really_organic/? page=1 http: //www. webmd. com/food-recipes/features/organic-foodbetter? page=3 http: //www. scientificblogging. com/news_articles/organic_food_b etter_you_conventionally_produced_food