Ananda Mahony
NaomiGreen Washing
September 25th 2008 07:46
Seeing through the Wash - pink or green.
As a consumer how do work your way through the fog of marketing greenwash? Firstly, read the labels and full ingredient listing of the products you choose to determine the products full worth. If you are unsure about an ingredient, ask the supplier or seller. Once you know you can make an informed choice about the products you use.
Secondly look for evidence of certification. In Australia, unlike “natural” status we have strict guidelines about “organic” status. If a product claims to be “certified organic” ensure the appropriate certification logo is on the label eg products bearing the logos of Australian Certified Organic (ACO) or the The National Association for Sustainable Agriculture of Australia (NASAA).
Many skin care manufacturers claim that a product is organic or natural without certification but you want to know that the claim is made with integrity. For example, a manufacturer including water when claiming a product is 99% organic when in fact this is a misleading claim. Water does not contribute to the organic status of a skin care product and so should not be included in the percentage claim. If a product claims to be organic, as opposed to certified organic, ask the supplier or manufacture what this means.
Green marketing is a powerful tool of communication for both buyers and sellers. More and more consumers expect to see evidence of a commitment to the environment from manufacturers and the green dollar spend is increasing as a result. If a product isn’t green, natural or organic, that’s ok but truth in advertising is fundamental to the ongoing growth of the green industry. Without it, consumer cynicism and apathy creep in and we will lose the potential for not just greener products but also a greener earth.
Green isn’t the only colour that suffers mistreatment at the hands of marketing companies. The list of pink ribbon products promoting Breast Cancer Awareness grows every year including skin care, teddy bears, household appliances and the list goes on, with many companies pinning on the pink ribbon in an attempt to raise their profile by associating with a good cause. However, the Breast Cancer Action group urges people to “think before they pink”. This group asks consumers to ask critical questions before buying on the basis of pink ribbon status.
The first question is how much money from the purchase actually goes towards breast cancer? If the amount is minimal, and you are really concerned about breast cancer, ask yourself if you would be better off actually donating money directly to your local or national breast cancer group.
Is there a maximum amount that the company will actually donate? Presumably buying pink ribbon goods after this amount has been reached will not be donated and so you may actually not be supporting breast cancer after all.
Which breast cancer organisation does the money go to and is it one that you support yourself? If not, again perhaps a direct donation is preferable. If you want to ensure that the money you give is reaching the people who need it the most, take a moment to find out where the money actually goes and if the organisation is actually already well funded or not.
Finally, can the company assure you that the pink ribbon product being promoting is not actually contributing to the breast cancer epidemic. With skin care this is a critical consideration as there is growing research that some of the chemical ingredients included in products may actually increase the risk of developing cancer. Some examples include parabens and phthalates which recent studies indicate may be linked to cancer development. Others include formaldehyde, coal tar and talc. It is not enough for cosmetic companies to claim that they won’t be absorbed because we know that they are with recent research showing evidence of parabens in human breast cancer tissue (Darbre et al. 2004).
Arguments stating that the quantities of harmful chemicals found in skin care are so small they won’t have an effect do not wash either. In groups such as children and developing teens, even miniscule quantities may have serious consequences. In addition, most women use numerous personal care items every day making adding to the accumulation of chemicals building up in our bodies.
The above gives serious pause for thought about choosing to buy some “pink ribbon” products particularly in the case of skin care, where the risk is not just that money may be misdirected but rather that the product itself may be the problem.
Green and pinkwashing are issues we now commonly face as consumers however, a little curiosity and some well asked questions will help you to work your way through the marketing maze. Some other useful resources include:
Really Long Link
http://www.safecosmetics.org
Really Long Link
References:
1. Darbre, P. D., Aljarrah, A., Miller, W. R., Coldham, N. G., Sauer, M. J., and Pope, G. S., “Concentrations of parabens in human breast tumors,” Journal of Applied Toxicology, Jan 2004: (24): 5-13.
Ananda Mahony ND is a naturopath and skin care specialist. Ananda owns a natural skin care store in Paddington, QLD. www.vitalenatural.com.au
As a consumer how do work your way through the fog of marketing greenwash? Firstly, read the labels and full ingredient listing of the products you choose to determine the products full worth. If you are unsure about an ingredient, ask the supplier or seller. Once you know you can make an informed choice about the products you use.
Secondly look for evidence of certification. In Australia, unlike “natural” status we have strict guidelines about “organic” status. If a product claims to be “certified organic” ensure the appropriate certification logo is on the label eg products bearing the logos of Australian Certified Organic (ACO) or the The National Association for Sustainable Agriculture of Australia (NASAA).
Many skin care manufacturers claim that a product is organic or natural without certification but you want to know that the claim is made with integrity. For example, a manufacturer including water when claiming a product is 99% organic when in fact this is a misleading claim. Water does not contribute to the organic status of a skin care product and so should not be included in the percentage claim. If a product claims to be organic, as opposed to certified organic, ask the supplier or manufacture what this means.
Green marketing is a powerful tool of communication for both buyers and sellers. More and more consumers expect to see evidence of a commitment to the environment from manufacturers and the green dollar spend is increasing as a result. If a product isn’t green, natural or organic, that’s ok but truth in advertising is fundamental to the ongoing growth of the green industry. Without it, consumer cynicism and apathy creep in and we will lose the potential for not just greener products but also a greener earth.
Green isn’t the only colour that suffers mistreatment at the hands of marketing companies. The list of pink ribbon products promoting Breast Cancer Awareness grows every year including skin care, teddy bears, household appliances and the list goes on, with many companies pinning on the pink ribbon in an attempt to raise their profile by associating with a good cause. However, the Breast Cancer Action group urges people to “think before they pink”. This group asks consumers to ask critical questions before buying on the basis of pink ribbon status.
The first question is how much money from the purchase actually goes towards breast cancer? If the amount is minimal, and you are really concerned about breast cancer, ask yourself if you would be better off actually donating money directly to your local or national breast cancer group.
Is there a maximum amount that the company will actually donate? Presumably buying pink ribbon goods after this amount has been reached will not be donated and so you may actually not be supporting breast cancer after all.
Which breast cancer organisation does the money go to and is it one that you support yourself? If not, again perhaps a direct donation is preferable. If you want to ensure that the money you give is reaching the people who need it the most, take a moment to find out where the money actually goes and if the organisation is actually already well funded or not.
Finally, can the company assure you that the pink ribbon product being promoting is not actually contributing to the breast cancer epidemic. With skin care this is a critical consideration as there is growing research that some of the chemical ingredients included in products may actually increase the risk of developing cancer. Some examples include parabens and phthalates which recent studies indicate may be linked to cancer development. Others include formaldehyde, coal tar and talc. It is not enough for cosmetic companies to claim that they won’t be absorbed because we know that they are with recent research showing evidence of parabens in human breast cancer tissue (Darbre et al. 2004).
Arguments stating that the quantities of harmful chemicals found in skin care are so small they won’t have an effect do not wash either. In groups such as children and developing teens, even miniscule quantities may have serious consequences. In addition, most women use numerous personal care items every day making adding to the accumulation of chemicals building up in our bodies.
The above gives serious pause for thought about choosing to buy some “pink ribbon” products particularly in the case of skin care, where the risk is not just that money may be misdirected but rather that the product itself may be the problem.
Green and pinkwashing are issues we now commonly face as consumers however, a little curiosity and some well asked questions will help you to work your way through the marketing maze. Some other useful resources include:
Really Long Link
http://www.safecosmetics.org
Really Long Link
References:
1. Darbre, P. D., Aljarrah, A., Miller, W. R., Coldham, N. G., Sauer, M. J., and Pope, G. S., “Concentrations of parabens in human breast tumors,” Journal of Applied Toxicology, Jan 2004: (24): 5-13.
Ananda Mahony ND is a naturopath and skin care specialist. Ananda owns a natural skin care store in Paddington, QLD. www.vitalenatural.com.au
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