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Here’s the lie: Green Business Lie #17: Of course this upholstery is “all-natural.” Look – it’s got a floral pattern!
Here’s the truth — excerpted from The Truth About Green Business:

TRUTH 17: Creating strong ecolabels
Eco-friendly. Green. Organic. Made with organic materials. Recycled. Recyclable. All-natural. Free-range. Cruelty-free. The market for environmentally sound products is booming, but going to the store can leave you and your customers in a green cloud of confusion. EcoLabels are an attempt to standardize and clearly communicate the environmental impacts of a product to consumers.
Here are some things to consider when choosing the right EcoLabel for your product or business:
-Find out if there are EcoLabels (link to ecolabelling.org) that apply to your products, services, or sector.
-Determine whether your existing products or services are worthy of EcoLabels or could become worthy as you reduce the environmental footprint of your designs and operations.
-Do your homework. Make sure the EcoLabel you’re considering is reputable. Consumers are increasingly adept at seeing through “greenwashing.”
-No EcoLabels apply to your business? It might make sense to create your own.

Read more in The Truth About Green Business by Gil Friend, coming May 29 from Financial Times Press. Pre-order your copy today! (And come back tomorrow for another Green Business Lie.)