Let's go green!

Imagine some corporate strategy meetings these days - “Let’s go green, everybody else is doing it!”. Think the conversation would turn to real changes and a discussion on environmental responsibility or become a spin session? With a little public relations campaign and the business is now green.

It may be next to impossible for most of us to separate real efforts from puffery. Now there is help, a new website offers to evaluate advertisers' environmental claims. www.greenwashingindex.com was created through a partnership by EnviroMedia Social Marketing and the advertising faculty of the University of Oregon School of Journalism and Communication. The site invites consumers to post advertisements and then offer their own assessments of the credibility of the message.