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DON'T GET GREENWASHED

Feel afloat in a sea of green marketing? Many tools can help qualify environmental claims

Imagine you're shopping for a new flooring product for your stock of existing buildings. A somewhat vague corporate directive has recently mandated that you should now consider "green criteria" in all purchasing decisions. One product catches your interest because it claims "low VOC emissions." Another is "made from recycled content." A third simply professes to be "Earth friendly." So, in one form or another, they all claim to be green products. How do you decide which is the most green?

This scenario illustrates a larger and more difficult question: If a product is purported to be green, what ...

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