The Great Greenwash

January 29, 2008

green•wash (grēn’wŏsh’, -wôsh’), n. 1. The dissemination of misleading information by an organization to conceal its abuse of the environment in order to present a positive public image. 2. The information so disseminated.

I wrote a few weeks ago about the proliferation of “green” in this economy: green eggs, green ham, green jeans, green clean, etc. It appears, however, that I’m not the only one to notice. Toby Van Fleet’s piece in today’s Portland Tribune chronicles the work of University of Oregon professors Deborah Morrison and Kim Sheenan, who assisted Texas-based ad firm EnviroMedia in creating the Greenwashing Index, an online database that allows users to contribute and rate ads based on how they greenveigle consumers into purchasing “green” products and services.
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