Green advertising in magazines is on the rise.  According to TerraChoice, advertisements that make environmental claims in six national magazines are up to 10.4% in 2008, from 2.4% in 1992.  GTAN has had a few articles about this previously, concerning the greenwash effect and false green promises.

Increased "green claims" magazine advertising

As a recent article in the Examiner states, the FTC is in charge of regulating claims for product advertising.   With the giant explosion that is green advertising, methinks the FTC needs some help.  The FTC’s 2009 budget is $259 million, which includes monitoring and regulating identity theft, credit fraud, advertising shtuff, and monopolies.  Hm.

Since green products typically cost more, this is a real rabid punch to the kidney of American consumers.

And yes, we all realize magazine advertising with green claims is a bit ironic…

A recent article in the environment section of Guardian.co.uk followed a claim made to the US Congress by an environmental consulting firm, TerraChoice, that up to 98% of environmentally friendly products in US supermarkets are sold under outright false or ambiguous pretenses.

TerraChoice's report to Congress, cause for concern

I’ve come across a handful of other articles with similar claims.  With green marketing and eco-labeling companies on the rise, this is clear cause for anxiety.  As concerned consumers flock to the stores hoping to make responsible, green purchases, (toting green Publix or Walmart bags) many are simply being duped.

TerraChoice’s study included roughly 4,000 consumer products.  What they found was greenwashing in nearly every product category.  The report showed false claims, spotty eco-labels with no verifiable authority, and shady language making unclear declarations.

The number of eco-labelers continues to grow, perhaps making it necessary to create a national committee to set and uphold standards.  A study by Walmart found that 57% of its customers showed a concern for the environment…a concern that may be in vein.

>> TerraChoice website

At a recent National Summit session on Sustainable Business Solutions, Steve Odland, chairman and CEO of Office Depot Inc stated that there are over 300 eco-labelers, organizations that hand out approvals of what is green. Is it just me, or is that a lot?

I don’t agree with the government putting these companies out of business, but there has to be some sort of standardization within the community. Oldand thinks, “maybe its time for a U.S. Green Product Council which could then take on the tasks of mapping all these various certifications.”

Once the logo and specifications for approval are standardized, eco-labeling companies would be held to those standards.

Tony Schmidtt, CEO of FedEx Global Supply wants the government to take it a step further and push forward policies that will help businesses hit environmental goals.

>> Green Tree article on UL’s green label
>> Green Label article in The Detroit News

Worldwide, green energy investment in 2008 was at $155 billion; this nearly quadruples investment from 2004.  While this is a bright figure, there is some cause for concern; in the second half of 2008, investment was down 17% and down 23% in the final six months of 2007.

Investments of $117 billion went into renewable energy projects, such as geothermal, wind, solar and biofuels.  This is particularly important for consumers, as competition increases and technologies like solar PV modules are expected to fall in price by over 43% in 2009.

Wind had the most new investment, $51.8 billion, a 1% grown from 2008.  Solar had the fastest growth, with $33.5 billion invested up 49% from 2007.  Both biofuels and energy efficiency new investment fell, from 2007, at 9% and 33%, respectively.  Geothermal new investment was up 149% in 2008.

Investment, however, has also been effected by the current economic status as new investments fell by 53% in the first quarter of 2009 when compared to the same time period as 2008.  Government stimulus packages plan to increase falling investments, where the US and China remain the leaders, allocated about $67 billion to green efforts.

Related Articles
>>  CO2-Handle.de
>>  Live Science
>>  Official Global Trends in Sustainable Energy Investment 2009 Report

Offering green vehicles with better gas mileage isn’t enough, as pointed out in an article by Jim Tankersley, Tribune Newspapers. What’s the answer for hybrids…wait around for higher gas prices to push consumers?

As the article mentions, “’You will not get people to buy more fuel-efficient cars unless gas prices go up,’ said Howard Wial, a fellow at the Brookings Institution in Washington who studies the auto industry.” In order for the Big 3 to capitalize with hybrids, they must expand the market with innovate design and pricing that appeals to the average consumer. This may seem impossible, as American car manufacturers look to lower manufacturing costs for regular car models.

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