Monday, 15 September 2008

Understanding Greenwashing: Icelandic Glacial water

Today, I did talk about Greenwashing, what it is, and how to prevent it, at a seminar of the BDMA (Belgian Direct Marketing Association, see my previous post). The seminar was dedicated to sustainability, and how to adapt sustainability in direct marketing and its processes.

Apart of showing examples and reasons of Greenwashing, I explained on how to use the 'seven sins of greenwashing' (yes, seven not six...) as a usefull checklist.

I was pleased by the reactions and the ambitions of Belgian industry federations to include regulation against Greenwashing. It was a great day.
Whitin the subject, I found this interesting case, published by Piers Fawkes, on the PSFK-blog. It’s from an icelandic bottled water. What’s interesting is that, they claim to be 'carbon neutral', which refers to the power of the company which is hydrothermal (which is the case at most of Iceland's companies)
It is all very nice but it still doesn’t mean it offsets the fuel the ships and trucks burn to deliver it to your supermarket, or hometown brasserie. This makes us think of "the sin of the hidden trade off", when it comes to Greenwashing. On the other hand, nothing refers to a third party labeling, figure or certification, which gives a reliable and informative proof of their eco-claim.(sin of no proof)

Anyway, I have to admit: 'kept under ice for tousands of years'...
It is attractive to believe in...

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