What Does “All-Natural” Really Mean?
Everyone should be familiar with the “all-natural” claim. This is mostly because it is impossible to walk through the cleaning products aisle of a super market or a big box store without seeing at least several products showcasing this statement. Some people may not think twice about it, but many of others wonder what exactly “all-natural” really means.
Most people assume that “all-natural” or “naturally-pure” means safe, good or green, but unfortunately this is not always the case. Take products’ ingredients, for example. Arsenic, mercury, and formaldehyde are all natural elements, but none of these are safe ingredients. In fact, all of them are hazardous to human health and the environment.
One thing is sure about the “all-natural” claim: it is vague. Unless a specific definition or explanation is offered, this claim is committing one of TerraChoice Environmental Marketing’s Seven Sins of Greenwashing – the Sin of Vagueness. In this study launched in 2009, researchers found that 27% of supposedly “green” cleaning products studied in the U.S. were committing the Sin of Vagueness. In Canada, 31% were on the vague list. This is why consumers need to look for more than just a commonly-used claim if they are searching for genuinely safer and “greener” products. These claims should be backed up by information and education about the product’s lifecycle and ingredients. It is also important for consumers to look for credible third-party eco-labels such as EcoLogo and Green Seal, which ensure that products bearing their logo meet stringent environmental standards and have been verified by a third-party auditor.
Marketers should keep in mind that there is no such thing as a perfectly “green” product: environmentally preferable products are “greener” not “green”, and marketing them as such is entirely fair. Using sound science, honesty and transparency is the foundation for genuine environmental marketing. The Seven Sins of Greenwashing is an excellent guideline to follow to avoid the Seven “Sins”, which can help gain consumer trust. Finally, by becoming certified by a reliable third-party eco-label such as EcoLogo or Green Seal, companies can show customers that their products meet stringent environmental leadership standards.
Consumers need to continue supporting greener products. Environmental progress will happen one step at a time and individuals have an enormous ability to shape the marketplace. Businesses will respond to the change in demand and soon vague and confusing “all-natural” claims will no longer be seen on cleaning products again. Now that sounds like a “natural” solution, doesn’t it?
Visit www.sinsofgreenwashing.org to download a wallet card with credible eco-labels and a short list of the Seven Sins. Marketers will also find a useful guide on the site to help them avoid greenwashing.