Sin: The Hidden Trade-Off
Example: Paper made from renewable resources may use harmful bleach, require a lot of water, or generate greenhouse emissions.
Solution: Understand the environmental impact of your product life-cycle.
Sin: No Proof
Example: Unverifiable claims of: no animal testing, energy efficient light blubs, tissue from post-consumer recycled content.
Solution: Provide evidence to back claims.
Sin: Vagueness
Example: Vague claim like ‘environmentally friendly’ or unexplained symbols that do not clarify whether the product can be recycled or is made of recycled products, or the ratio of recycled material used.
Solution: Provide precise explanations.
Sin: Irrelevance
Example: Dose not pertain to the product, or ingredients are illegal or carcinogenic such as ‘non-CFC’, asbestos-free.
Solution: If all competitors operate under the same ban, such claims are unwarranted.
Sin: Lesser of Two Evils
Example: Organic tobacco’ kills just as surely as non-organic tobacco.
Solution: Pointless to imbue something harmful or unnecessary as virtuous.
Sin: Fibbing
Example: Making false claims about materials used or certifications obtained.
Solution: Be truthful.
Sin: Worshipping False Labels
Example: Fake eco-labels or certifications, or house brand labels/endorsements.
Solution: Get genuine third-party certification.