A greenwash job

The word "green" is widely used -- and misused. Here are some guidelines to help you navigate the claims.

By SHAILA WUNDERLICH, Chicago Tribune

Last update: August 26, 2008 - 1:12 PM

1. Do your homework.

A quick Internet search can usually turn up "a few reputable editorial sources and most likely some readers comments and ratings," says Graham Hill. Hill's website, treehugger.com, features its own "Green Guides" section, which breaks down environmental attributes and concerns among major product categories, such as lighting, electronics and gardening. More homework guidelines: Confirm green claims through a secondary source, and try to conduct at least part of your research by phone or in person. "Ask sales reps about the options they offer, and then drill down with specific questions," Hill says. (What kinds of questions, you ask? See No. 2.)

2. Quantify the energy.

Ask about a product's greenness according to its energy consumption. "Most green problems come back to energy use," Hill says. How to evaluate a product's energy story? Hill says to question the distance a product must be shipped, and whether it is made with the least energy-intensive materials, contains the least number of chemicals and is made with the least amount of materials.

3. Search out the story.

"Look for companies that have an authentic story to tell, something of substance," says Sara Snow. Snow, host of the Discovery Network's "Get Fresh With Sara Snow" and a lifelong follower of the green lifestyle, specifically seeks out products made by family-run businesses, community cooperatives and other groups that share her personal values.

4. Look for labels.

Someday, home goods will have the equivalent of the food industry's "USDA Organic" label -- a stamp or designation that verifies a product's claim. For now, there is the industry's mixed (but trusted) designations: Energy Star, Greenguard, Sustainable Furniture Council (SFC), Fair Trade-Certified, WaterSense, Forest Stewardship Council (FSC), etc.

5. Transparency equals truth.

If a product's ingredients or story are confusing, vague or missing, its claims may not be legitimate. In its recent study of 1,018 "green" products, environmental marketing firm TerraChoice found the "sin of vagueness" to be rampant. Rather than settling with slippery marketing words such as "eco-friendly" or "green," stick with the facts: check the ingredients, manufacturing processes and company history.