The smart folks at Enviromedia came up with the idea of developing an index that looks at green or environmental claims. Kim Sheehan and I developed an index to use and together -- SOJC and Enviromedia -- are looking into how consumers assess green claims.
It's the Greenwashing Index.
What does this mean?
It means consumers can use a simple metric to assess and ad on its greenness.
It means that ad professionals have new evidence that helps them monitor and correct claims that are vague or misleading.
It means that advertising professionals and advertising education work together to be a conscience for the industry.
We need ads to be uploaded (just follow the directions) and assessed.