Businesses are increasingly focused on “green” products and trends as a response to climate change and other environmental challenges. While this trend is a good thing for the sustainability movement, it creates interesting trade-offs. In some cases, the “green” option may or may not be net beneficial. Below are 3 common green pitfalls:

1. Focusing only on recycling and waste

Many people believe that sustainability is about one thing: minimizing trash and recycling everything you can. At an early age we learn that waste issues are synonymous with the environment. Children are frequently told to not litter, eat everything on their plates, and take an extra second to make sure recyclables are put in the proper bin. However, just because you recycle does not mean that you are living sustainably. Your travel and energy use decisions are equally (if not more) important than what you do with your aluminum cans. To learn more check out our blog post on this concept.

While buyer choices are important, businesses have a significant role to play in driving sustainability especially when it comes to waste in manufacturing. Third Partners can help your company evolve its sustainability strategy, whether you are just starting out and need a materiality assessment, or you want to focus on a specific initiative. Contact us to learn more.

2. Relying on a product or process that is labeled eco-friendly without understanding the claims

“Greenwashing“ is a term that refers to the marketing practice of applying “eco-friendly“ claims to products and processes to make them more appealing to environmentally conscious buyers. Several activities, commonly referred to as the 7 deadly sins of greenwashing, mislead buyers about environmentally friendly claims. In order to create transparency in the world of “green” marketing, the Federal Trade Commission’s Green Guides were designed to help marketers avoid these seven deadly sins. The guidance they provide includes:

  1. General principles that apply to all environmental marketing claims
  2. How buyers are likely to interpret particular claims and how marketers can substantiate these claims
  3. How marketers can qualify their claims to avoid deceiving buyers

While the FTC’s Green Guides offer valuable insights for both buyers and corporations, navigating the complexities of sustainable product claims can still be challenging. If you are a company looking for support on product sustainability goals, visit our Product Claims page. Third Partners offers expert guidance and resources to help you craft clear, science-based messaging and meet stakeholder expectations.

3. Constantly buying and gifting new reusable items

People often recommend buying reusable items such as bags, mugs, and water bottles as environmentally friendly alternatives to disposable products. However, constantly buying new reusable items is actually worse for the environment that just using a disposable alternative. The environmental benefits of reusable items only become apparent if they are reused enough times to outweigh the carbon footprint of its disposable alternative. According to the Institute for Lifecycle Energy Analysis, it takes about 49 uses of a ceramic mug to outweigh the carbon impact of a paper cup.

Companies looking to provide environmentally friendly alternatives can reach out to Third Partners to help quantify their product carbon footprints, measure impact, and increase transparency to buyers.