Walking the walk: Third party verification

Let's face it: the days when 'going green' meant that you were a granola-crunching tree hugger are long gone. Bringing your own reusable bag to the market is now a norm (if not a fashion statement), and hybrid cars have evolved from the trendy and popular Prius to include exclusive luxury brands such as Porsche. On the marketing side, neighborhood mom and pop shops and multinational corporations alike are throwing around words like "local," "green," "sustainable," "biodegradable" and "organic" to enhance customer appeal. As many companies are quick to integrate these buzzwords into their advertisements and marketing plans, consumers need to remain educated and alert so as not to fall victim to a greenwashing scam. Greenwashing, or marketing by a company that leads the public to believe that its products or services are more environmentally responsible than they actually are, is a prevalent concern in today's consumer market. Thankfully, the Federal Trade Commission continues to hold companies accountable that are in violation of their Guides for the Use of Environmental Marketing Claims, and the FDA has cracked down on major household brands such as Lipton and Canada Dry for using deceiving advertising tactics. Even the state of California recently sued three large firms over a lack of evidence that their plastic bottles were biodegradable, as they stated on their packaging. On one hand it's refreshing to see that companies are being held accountable for capitalizing on the trust of their environmentally conscious consumers, but it's also disturbing that so many established brands are actively developing campaigns that are misleading, and in some cases entirely false. Ultimately, the growing prevalence of greenwashing is diminishing brand credibility which is in turn effecting customer engagement and behavior. So how do companies that walk the walk differentiate themselves from those that don't? As anybody can say that they are green, being verified by a reliable and independent entity is critical to an organization's success as a "green" business. From purchasing items that are certified by a reputable source such as Energy Star, Forest Stewardship Council (FSC) or Green Seal to having your building certified under LEED, Green Key, Audubon Green Leaf or a similar organization, third party verification is the most effective way to demonstrate to both your colleagues and customers a deeply rooted commitment to operating in an ethical and sustainable fashion. Whitney Hoover, LEED GA, is the executive office manager of The New York Palace, New York, N.Y.