Environmental Claims in Consumer Markets Summary Report North America April 2009

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TMAPPENDIX B - United States of AmericaCountry SummaryFrequency of Sins Committed (USA)3% 0% 3% 7%26%34%Hidden-Trade OffNo ProofVaguenessIrrelevanceFibbingLesser of Two EvilsWorshiping False Labels27%denominator: total sins committedClaims Broken Down by Product Category (USA)Health & Beauty23%Home18%Office Products17%Cleaning Products13%Baby Care11%Building & Construction8%Cleaning Paper3%Electronics3%Lawn & Garden 2%Toys 2%Other 1%denominator: total observed claimsAverage Claims PerProduct Type (USA)Cleaning PaperToysCleaning ProductsHealth & BeautyBaby CareBuilding & ConstructionElectronicsOffice ProductsHomeLawn & GardenOther3.53.23.02.72.41.91.91.91.91.81.7Frequency of Sins Committed (USA)KidsCleaningPercentage of ProductsCommitting Each Sin (USA)23%4%34%8%10%7%25%Hidden Trade OffNo Proof73%59%39%27%23%Vagueness56%34%Cosmetics2%5%30%Hidden-Trade OffNo ProofVaguenessIrrelevanceFibbingLesser of Two EvilsWorshiping False LabelsWorshiping False LabelsIrrelevanceLesser of Two EvilsFibbing24%8%4%0%29%denominator: total sins committed per category18www.sinsofgreenwashing.org
TMAPPENDIX C - CanadaCountry SummaryFrequency of Sins Committed (CAN)25%3% 1% 3% 8%33%Hidden-Trade OffNo ProofVaguenessIrrelevanceFibbingLesser of Two EvilsWorshiping False Labels27%denominator: total sins committedClaims Broken Down by Product Category (CAN)Health & Beauty21%Cleaning Products18%Home14%Office Products14%Building & Construction13%Baby Care8%Electronics4%Cleaning Paper4%Lawn & Garden 2%Toys 2%Other 1%denominator: total observed claimsAverage Claims PerProduct Type (CAN)Cleaning PaperCleaning ProductsToysHealth & BeautyOtherElectronicsBaby CareOffice ProductsHomeBuilding & ConstructionLawn & Garden3.43.13.02.92.92.12.02.01.91.71.422%37%Frequency of Sins Committed (CAN)KidsCleaning1% 5%34%38%Cosmetics6%2%26%4%10%23%1%8%23%31%Hidden-Trade OffNo ProofVaguenessIrrelevanceFibbingLesser of Two EvilsWorshiping False LabelsPercentage of ProductsCommitting Each Sin (CAN)Hidden Trade OffNo ProofVaguenessWorshiping False LabelsIrrelevanceLesser of Two EvilsFibbing70%60%51%23%7%5%1%29%denominator: total sins committed per category19www.sinsofgreenwashing.org
Page 1 and 2: Environmental Claims in Consumer Ma
Page 3 and 4: TMExecutive SummaryIn November 2008
Page 5 and 6: TM1.IntroductionGreen∙wash (gren
Page 7 and 8: TM2.Methodology & FindingsIn the mo
Page 9 and 10: TM3.1The Seventh Sin: The Sin of Wo
Page 11 and 12: TM3.2Kids, Cosmetics and Cleaning:
Page 13 and 14: TM• The second most common claim
Page 15 and 16: TMExhibit 9: Sin Frequency, Four Co
Page 17 and 18: TMAvoiding greenwashing does not me
Page 19 and 20: TMAPPENDICESA - Research Methodolog
Page 21: TMAPPENDIX A - Research Methodology
Page 25 and 26: TMAPPENDIX E - AustraliaCountry Sum

Environmental Claims in Consumer Markets Summary Report North America April 2009

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