The Greenwashing Index

by karen orlowski

The Greenwashing Index is a place online where you can view and rate ads carrying messages about the environment based on how offensive or authentic their messaging is. Greenwashing means the ad is misleading in regards to its environmental messaging. Greenwashing exaggerates the benefits or unsupported claims in support of the environment, in advertising and other persuasive communications. The term ‘greenwashing’ was coined by environmentalist Jay Westervelt. Put together by EnviroMedia + collaborators, The Greenwashing Index is an online conversation, not simply just a place to come and say this is ‘good’ and this is ‘bad.’