Greenwash (a portmanteau of green and whitewash) is a term that is used to describe the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service.^[1] The term Green sheen has similarly been used to describe organizations which attempt to appear that they are adopting practices beneficial to the environment.^[2]

We like terrachoice’s definition:

To get a quick understanding of how companies are using the term deceptively. The Six Sins  of GreenWashing really does a great job of putting it into words we can all identify with as marketers.

Here in Hawai`i we remember how the term Organic has been and continues to be misused. Especially when it comes to Organic farming or Organic Certifications. For many folks the same thing is appearing to happen with the term, “Green.” While “Green” implies something that is environmentally helpful or friendly to the planet, the fact is that it’s little more than just another term. It’s a color, like blue.

We use “Green” in our text to try and attract “green collar workers” seeking help online and at the local level here on Hawai`i Island. Because the term is associated with their job or a job they might find interesting, they are likely  to include the word, “green” in their search. We help facilitate these searches and actually finding helpful resources.

We don’t make any claims about our greenness or blueness or any other color. However, terms like this are being carefully watched by the Federal Trade Commission (environmental marketing claims). They have some great resources and this can be very enlightening for any organization that’s considering greenwashing their marketing.