For most environmentalists, ‘greenwashing’ conjures up images of huge corporations like Exxon Mobil and GE that seem more than happy to tout their supposed “green” achievements in commercials and advertisements. Their attempts to convince the public that they are environmentally-friendly is an obvious joke to anyone who reads beyond the superficial smatterings. What is more common, however, are minor cases of greenwashing, many intentional, many not, by companies large and small who have not taken the time to educate themselves about the intricacies of green marketing. The resources to do this are not easy to find… until now.

Business for Social Responsibility and Futerra Sustainability Communications recently released, “Understanding and Preventing Greenwashing: A Business Guide,” a report that seeks to help businesses avoid greenwashing in their own practices. While trust of “business” around the world remains near an all-time low, as the report states, interest in environmental or “green” products continues to rise. “From a business standpoint,” the report says, “demand for environmentally sensitive products is growing, but communicating accurately and credibly is becoming more challenging.”

The report explains the complexity of the problem:

[T]he consequences of getting it wrong and being seen as purporting a fraud—or, “greenwashing,” a term now in the lexicon of most industries—are growing. Whether real or perceived, when consumers see greenwashing, they are likely to punish companies with less sales. When NGOs see it, they are motivated to drive negative campaigns and press. And when regulators see it, they can determine that an environmental claim is a “deceptive practice” and fine companies… Ultimately, greenwash is a barrier to developing a sustainable economy.

The report details three types of greenwash: misguided, greenwash noise, and unsubstantiated. Misguided greenwash characterizes those companies that made a genuine and substantial effort to improve the “environmental performance” of their products, but failed to effectively communicate those achievements to the public. These companies’ messages generally make sweeping generalizations that are unattractive to consumers; they need to focus on marketing that includes accurate and specific data about the environmental impact of their products.

Unsubstantiated greenwash generally includes those companies who seem to be genuinely invested in making their products more environmentally sustainable, but are only superficial in doing so. The report claims that these companies’ greenwash will eventually be discovered by educated consumers, but how long until that happens remains to be seen.

Companies’ who are characterized in the “greenwash noise” category are farthest from ideal. These companies claim they are green, but have little or no data to back up their claims.

The goal for all companies is to achieve “Effective Environmental Communications.” These companies “are improving the environmental and social performance of their products… aligning these efforts throughout various functions within the company… [and] are able to communicate their efforts so that consumers clearly understand the impacts and other businesses look to these companies for leadership.”

The report also includes 10 helpful signs of greenwash.

1. fluffy language
2. green product vs. dirty company
3. suggestive pictures
4. irrelevant claims
5. best in class
6. just not credible
7.  jargon
8. imaginary friends
9. no proofs
10. out-right lying

If any of your companies products exhibit these qualities, you might be in trouble. To avoid these consequences, the 40-page report lists three suggestions to ensure trustworthy marketing of “green” products:

Impact: Make Sure It’s Real – Ensuring that the environmental impact of your product is aligned with what you tell consumers.

Alignment: Build Support Internally and Externally – Alignment involves just that, making sure that all levels of your company are on the same level of awareness about your products’ environmental impact.

Communication: Communicate it Accurately – This is often the most difficult aspect of the process. Ensuring that your product is attractively and accurately marketed and communicated to the public.

Near the end of the report is a checklist that makes it easy for any size of business to do a self-evaluation of their “green” practices and marketing.