More than ever before, consumers are clamoring for ‘greener’ products. Their growing and legitimate concerns about the health and safety of their families and the planet are driving this demand for more genuinely “green” and sustainable goods and services.

In its 2009 report “The Seven Sins of Greenwashing,” environmental marketing firm Terrachoice, noted that manufacturers and retailers are stepping up to meet the growing demand for more environmentally safe products. But, as the title of their report suggests, the dark side of this trend, “Greenwashing,” continues to be a concern and possible impediment to wider adoption of greener options due to the mistrust and skepticism it creates.

The term, “Greenwashing” refers to a widely used practice of misleading consumers with deliberately vague or even false claims about the environmental benefits of a product or the environmental practices of the company who produces it. This trend stretches across a variety of industries, but is prominent in the Health and Beauty (HABA) category, where the potential for confusion regarding product claims is probably greatest.

Consider the results of another recent market research study done by The Shelton Group. Their Eco Pulse study on Natural and Organic label claims revealed that a surprising number of Americans (over 50% of those surveyed) erroneously believe that the term “Natural” is regulated by the government and therefore more reliable, while “Organic” is an unregulated, fancy, marketing buzzword slapped on products to justify a higher price point. Of course, this is the opposite of what’s true.

With so many different standards and claims floating around out there, how can you know what to look for in your personal care products to ensure you’re not being “green washed.” Tune in to my next post where I will cover some of the types of claims you might see and how to evaluate them.