 One of the more incredulous greenwashing claims I have heard just came coka-doodle-dooing out of a CAFO (Confined Animal Factory Operation). When you see the label “Safe-Hen Cage Farming” what comes to mind? Perhaps a cage with only 1-2 birds inside in place of 10, or a well ventilated area where the hens can see light and actually have their feet (claws) on the ground, or perhaps you thought that no cage is a good cage. For those of us hoping it means some form of enlightenment on behalf of the animal handlers and multi-million dollar companies that own them, we have been duped.
This particular company has developed the label “Safe-Hen Cage Farming” to mean that the birds are safe from predators (inside of a building locked in tiny cages…yes, I guess you could say that outside of the human predator and one another they are safe). It also is supposed to indicate that the eggs are cleaner, fresher, and indicate anything but improved animal welfare. This example comes from Rose Acre Farms who host pictures of their impressive span of buildings and birds that will never know what the sun or ground actually feel like. The complete mechanization of the birds, their routines, and the belief that their normal lifestyle produces ‘contaminated’ eggs that are dangerous seems to arise out of the past. Yet, for the vast majority of the American public, using “safe” and “farm” in their main tag makes the CAFO sound quaint and familial, if not trustworthy.
This raises the larger question of what happens to us, the consumer, when big time marketers have studied the psychology of the consumers and base their marketing claims on that as opposed to their products. Now marketing to specific audiences is not necessarily new nor unethical, yet when claims fail to match their product’s supply chain, Houston We Have A Problem.
How Bad is It?
Depends on how much you know, what you read, and who you believe. Since sustainability hit it big time, companies have been falling over themselves to “cash in”. With disproportionate marketing budgets to most true “eco” companies, they can spread the word about their products faster and often more effectively than smaller businesses. This boom has led to a great deal of innovation, albeit a significant portion misguided, into sustainability both internally and externally. So they are going to new extremes to appeal and prove the “eco-style”. Unfortunately, much of this is also supported by questionable marketing strategies. A common example is the group that studied how many “nags” it takes a child to get what they want. Instead of focusing on the adult population, which was over-saturated with direct marketing, they moved on to their little ones. This tactic has been outlawed in most Countries (not in the U.S. though to a great extent). So with those minds that have a questionable interpretation of ethics guiding the marketing forrays, it is no wonder it can be confusing for us!
How Can I Protect Myself?
Arm yourself with knowledge. With the Age of Information surrounding us, it can be overwhelming. The good news is that there are quite a few credible organizations that have developed guides to help us become more active in dictating what we do and do not want as consumers. Simple food guides like the Monterey Bay Aquarium’s Regional Fish Guides fit in your wallet or on your phone for big seafood eaters. The Eat Well Guide helps you locate restaurants, bakeries, and farmers in your region or places you may want to hit up when traveling. The Good Guide helps with basic consumer products, and the Campaign for Safe Cosmetics, the Cruelty Free eco-labels among others are there to help us help ourselves. So decide how involved you want to be, or think of the activities and products that are most common in your life and find out how to improve upon them!
Can the Consumer Know Everything?
Absolutely not. We are not each manufacturing experts, ecologists, toxicologists, climatologists, engineers, or any other kind of specialty. We can know a little bit about everything or a lot about a little thing. Either way that suits you, try to find the most credible source of information from academic third parties. There are plenty of “Think Tank” organizations littering the field. Some, not all, house industry in place of academic or field experts. This means that the information you receive may be crafted for the benefit of someone or something other than the common consumer and our global environment. So be your own Smoking Gun!
Tiff’s Top 5 Picks for Ludicrous Marketing Claims of 2009 – 2010:
Drum roll please…
- Oil spills happen…of course if we took necessary precautions and were properly regulated it may have been different.
- Made of 100% Bamboo…er, we mean Rayon.
- EcoWindow 2000…we just like the name, its not more efficient or made from sustainable materials.
- High Fructose Corn Syrup…since the average person doesn’t know why it’s bad for you, why should you?
- Safe-Hen Cage Farming…safe from those vicious foxes that is, not us.
If you want to show those marketers that you will not be had, check out EnviroMedia’s Greenwashing index. They offer some valuable information on what greenwashing is, how to spot it, and why it’s important to know the difference between greenwashing and a true eco-friendly company.
So go ahead, show them who’s boss!
Source: Pays to Live Green
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