I recently saw a great example of greenwashing — that is, marketing a product as eco-friendly based on questionable or rather superficial characteristics of the production process. This decal was on the front of a calendar, touting it as “eco-positive”:
What was eco-positive (a term that has no real meaning or standards) about it? Was it made from recycled paper? No. Maybe some statement about non-toxic ink? Nope. It’s eco-positive because they used the scraps from producing the calendar to make you a very special gift…two bookmarks tucked inside the calendar.
I’m all for using scrap material, but that alone seems to be a pretty minor detail upon which to then market the entire product as an “eco-positive” one, especially given that paper scraps from manufacturing processes are often reused already (notice how often paper products say they’re recycled from “pre-consumer” waste).
Comments 9
katerina — December 29, 2010
That is pretty weak. I don't need special calendar scraps of paper for a bookmark - I have plenty of scraps of paper of my own. I guess some people are into "fancy" bookmarks that were always a bookmark and not a receipt or a gum wrapper, or all the junk mail that still comes, etc. Buying a whole calendar of brand-new paper is eco-negative, so whoopee, you didn't just put the scraps of it in the trash? Not that I have anything against anyone having a calendar, and not that we shouldn't be conscious what happens to the scraps - but... I got bookmarks. I guess since everyone's using a reusable shopping bag, they can't sell them to the paper bag manufacturers. So. Bookmarks.
I really wonder who looks at this calendar next to the others and makes their decision on their eco-conscious label vs. what the content is anyway, or gets more excited about "free" bookmarks vs. a calendar with no free bookmarks. That piece of cardboard that comes with most calendars can also be cut up into pieces if you're that hard up for a bookmark. Just sayin'.
Alyssa — December 29, 2010
The extra paper that they use to make the decal probably nullifies much of the positive environmental effect that turning some paper scraps into bookmarks might have.
Rachelia — December 29, 2010
I actually bought one of these LANG calendars for my mother for Christmas, and didn`t notice the sticker until I laid it out to wrap it. I opened up the little folder, and I kid you not the `bookmarks` were about as long as my pinky.
Sure, it`s great that at least they are making a SMALL effort to be a bit more enviro-friendly (although I agree with Alyssa, it does probably nullify when they produce the stickers) but DON`T greenwash it and say it`s eco-positive. It`s still a calendar, made out of paper, with teeny tiny `bookmarks` and a sticker. Not too eco-positive as a concept anyways. Sheesh.
Sadie — December 29, 2010
Governments need to stop this kind of BS; people want to feel good about what they buy, but they shouldn't have to spend all day in the store reading the fine print before they buy anything. And it is actually backfiring; people are being greenwashed so often (and finding out how non-green it is later) that on the next trip to the store they just say "aw, eff-it" and buy whatever brand is cheapest/meets their needs. Environmental considerations quickly go out the window when companies aren't true to their word.
Abbi — December 30, 2010
Not to mention the irony of the energy, ink, paper and glue wasted to produce the decals stuck on to tell you about your special "eco-positive" surprise indside!
ElkBallet — January 1, 2011
The worst is when they say a product is chemical-free. Everything is a chemical! Air is a chemical, water is a chemical, your skin is made of chemicals.