ACTIONS: Things We Can Do to Prevent Greenwashing

James Sheppard, president of Vetrazzo Recycled Glass Surfaces (vetrazzo.com) and a founding member of the National Green Chamber of Commerce, is doing penance. For years he developed decidedly "ungreen" strip-mall shopping centers. Restitution is through his company, which not only practices green manufacturing but adds to the beauty of this world by creating elegant, artful countertops, walls, and other surfaces made out of discarded traffic lights, Chardonnay bottles, and curbside trash (see photos, below).

He offers these tips to check the veracity of all product sustainability claims: 1. Find out where the product is made. How far was it transported? The hidden energy cost of transport wipes out many products' environmental claims. 2. Check manufacturing websites. Do they have a comprehensive environmental story? Is it believable? Trust your gut. 3. Google the manufacturer plus the word "environment." The worst greenwash offenders are easily caught online. 4. When a product claims to be made from recycled materials, ask "how much?" Many manufacturers add an inconsequential amount of recycled material just to put the claim on the label. 5. Pay attention to all the ingredients. Many products distract attention from environmentally unsound ingredients. 6. Evaluate the longevity of the product. How long will it last? Can it be recycled, reused, or repurposed, or will it end up in a landfill? 7. Look for third-party certification. Google to see what it stands for. EnergyStar(tm) (for energy efficiency), Green Guard(tm) (for chemical off-gassing), and FSC(tm) (for sustainably harvested wood) are respected certifications. 8. Even better, find out if the company is a Certified Green Business. Local agencies that certify businesses committed to the deepest level of environmental practices are sprouting up in most parts of the country. This is your surest sign of true commitment to planet in addition to profit. It's important to recognize the power that consumers have over manufacturers, says Sheppard. The simple act of questioning green claims will force all manufacturers to work harder to deliver products that truly respect the environment, rather than deliver hollow buzz words and empty rhetoric. Manufacturers make what sells, and they watch closely to see what consumers value. Betsy Robinson