With so many companies marketing products based on their “greenness” the FTC is finding it important to address those claims so that consumers can trust that the products they purchase have the environmentally friendly attributes that they are seeking. Recently, the Federal Trade Commission charged several companies with making unsubstantiated, false and deceptive claims regarding bamboo clothing that was being marketed as “green” and “environmentally friendly.” Other companies have been found to be “greenwashing” with their marketing claims by labeling products as being “eco-friendly” when they are not.  Currently, the US has no federal regulations defining the terms “green” or “eco-friendly” while some European countries have begun establishing guidelines. But, we are still faced with the challenge of separating “green” from “not so green.”

This creates confusion for buyers who are taking the initiative to purchase “green” promotional products whenever possible. In response, we wanted to investigate what we are calling “shades of green” in the promotional products we provide, and how to make sound “green” decisions.

For example, the soft and silky bamboo fabric that we encounter most often in today’s marketplace is actually rayon, and is manufactured in the same way as rayon made from any other plant source. Bamboo has been marketed as the top eco-friendly fabric based on its being a renewable and sustainable resource, is fast growing, requires minimal water, no fertilizers or pesticides, and has wicking and anti-microbial properties in addition to being a fabric that is inviting and comfortable to wear. However, creating this bamboo fabric requires the same cellulose fiber extraction process as making rayon from other trees and plants.  Its manufacturing process requires immense levels of greenhouse gas emissions and the use of highly toxic chemicals. And, once manufactured rayon made from bamboo no longer contains much if any of the anti-microbial properties that are being advertised. Some manufacturers of bamboo clothing are making the effort to make the process less toxic to the environment. And, bamboo fabric can be tested to certify the level of anti-bacterial and anti-microbial properties that remain intact after the processing and finishing of the fabric. However, merely labeling a fabric as made from bamboo does not make it more earth friendly.  In fact, depending upon your personal position on “eco-friendly”, it may be more of a warning to avoid that fabric at this point. Organic cotton and fabrics made from recycled materials may be the better “green” choice.

Several of our manufacturers are establishing their own “green standards” to help us navigate through these “shades of green”. Continental Clothing USA has developed a label that describes the environmental impact of a piece of clothing by displaying a number representing the total amount of greenhouse gases emitted during the entire garment-creation process from raw materials through manufacturer and distribution. Prime Line has included icons in their latest catalog indicating the level of “eco-friendliness” for their various products. Another supplier has separated their products into three categories: 1) items made from recycled materials; 2) items that can be recycled; and, 3) items that can be used instead of environmentally offensive products (i.e., using an insulated reusable mug instead of a disposable plastic cup every day at the office).

Clothing supplier, eConscious, suggests evaluating the environmental benefits of a particular piece of clothing based on how it will be used, how it was produced, and from what was it made. As an example, for instance, a poor quality organic cotton shirt that is quickly discarded into a landfill may be less eco-friendly than its conventional counterpart that is kept and worn for years. So, while there are no clear cut definitions numerous companies are making extensive efforts to classify the level of eco-friendliness of their products, and to raise overall awareness.

Understanding the environmental impact of the products we use is good stewardship of our planet and its resources.  For now, each of us must personally decide how to measure the earth friendliness of our purchases and lifestyle choices. Merely raising awareness of this impact and being conscious of what our decisions mean is a huge step toward improvement.

At TheMarketPro we are dedicated to learning all that we can about the materials used in the products we make available, so that we can educate our customers to their level of environmental friendliness to the best of our ability. Our commitment is to provide enough information so that our customers can make the best choices possible. We encourage our customers to ask questions about why certain products are more eco-friendly than their conventional counterparts, and we will research the answers. Plus, we will be very conscious of describing products based on the facts regarding their origin and use. For example, instead of describing a tote as “eco-friendly” we will describe it as being recycled, recyclable, bio-degradable, re-usable or manufactured locally. And, from there we can discuss with our customers the overall “earth friendliness” of the product based on the facts available, instead of terminology that may not yet be clear.

Please contact TheMarketPro when you are considering promotional products and corporate wearables so that we can provide the information you need to make the best possible purchasing decisions. TheMarketPro can be reached at 800-905-0073 or sales@themarketpro.net . Additional articles can be found at www.TheMarketPro.net in our “Going Green with Promotional Products” and “Coffee Break Reading” sections.

Sources:

Dale, Shane, “What Does Green Mean?”, Counselor magazine, April 2009, pages 97-101.

Business Toolkit, “Environmental Apparel: Counting Carbs”, Wearables magazine, August 2009, page 26.

Interviews and Industry Data supplied by Annette Fusco from Bodek and Rhodes, Sue Fox from Sanmar Corporation.

Collaboration and special thanks to Ken Koneck from Valley Forge Fabrics, Inc.

Federal Trade Commission Press Release, “FTC Charges Companies with ‘Bamboo-zling’ Consumers with False Product Claims”, 8/11/09.

FTC Business Alert, “How to Avoid Bamboozling Your Customers”, August 2009.

FTC Consumer Alert, “Have You Been Bamboozled by Bamboo Fabrics?”, August 2009.

Author:            Connie King

Published:        September 2009