It Isn't Easy Claiming To Be Green

The FTC is getting series about green claims and its attempt to crackdown on greenwashers is leading the organization to update the policies of its Green Guides (which were first written in 1992). Brands big and small should not only be aware of these policies, but demand their vendors do the same. Case in point, Kmart. Recently Kmart was slapped with ‘fake green’ charges by the FTC for making “false and unsubstantiated claims” that it’s American Fare private-label paper products were biodegradable. A company spokesperson stated, “We relied on the vendor’s documents to substantiate the claim. And these plates are biodegradable in a backyard compost.” Kmart was required to remove the biodegradable claim from their products.

Sears Holdings Corporation, which owns Kmart, is a company steeped in providing consumers energy-efficient and eco-friendly options and over the past several months has introduced innovative products, online resources and consumer programs to not only help the company lessen its own impact on the environment, but help its customers do the same. Here is a sampling of the company’s current good and green initiatives:

Helping Consumers Reduce Carbon Footprint
The company introduced two new online resources, Sears.com/green and Kmart.com/green, to give consumers the tools they need to reduce their carbon footprint in every room of the home. "As the leading retailer of ENERGY STAR-qualified appliances, Sears' focus has long been on supporting our customers as they strive to live greener lives," said Don Hamblen, Sears' chief marketing officer. "Sears Holdings' new green websites serve as tools for our valued customers to learn more about the latest green products, services and solutions to help save money and the environment." Both sites provide an interactive map of the home with room-by-room options, from the attic to the living room to the basement, with tips for making homes more energy efficient. In addition to the site—and providing a broad selection of ENERGY STAR-qualified products—the retailer also provides:
Recycling: Sears was the first retailer to participate in the Environmental Protection Agency's Responsible Appliance Disposal program, ensuring proper and green disposal of appliances for customer haul-aways.
Green reward program: Incents Sears shoppers to choose environmentally-friendly purchases through Green Reward Card.
Home Service solutions and product maintenance programs: Helps ensure customers can achieve a more eco-friendly home through Home Service Energy Audits (available only in Southern California) that identify ways to create a healthier, more-sustainable living environment and enable customers to save up to 40 percent on their energy bills.

Green Mondays
In honor of Earth Day, Sears offered its customers an additional 10% off Kenmore Elite ENERGY STAR-qualified appliances each Monday throughout the month of April.

ENERGY STAR Rebate Center
Launched in March 2009, the program was created to help educate Americans about the millions of dollars in rebates that are available for ENERGY STAR-rated products and make it faster to receive these rebates.

Good News Now
Sears and AOL News recently announced their foray into delivering 'good news' at a time when Americans need it most, with a new website called Good News Now, available at GNN.com (http://www.gnn.com). GNN.com delivers the positive pick-me-up that Americans need now more than ever. With a wide variety of news, tips and feel-good stories, Good News Now helps consumers remember that good news does exist. From national news and a focus on green and health-related topics, to learning more about heroes or causes among us, the website is a one-stop 'shop' for positive news. "Good News Now addresses the fundamental human need for fulfillment and joy," said Don Hamblen, Sears' chief marketing officer. "We recognized there was so much negative news out there and people needed a positive break so we developed a site with heart-warming stories on kindness and good deeds - that's Good News Now” Sears' sponsorship of Good News Now is part of the retailer's new communications initiative - Life. Well spent - which debuted earlier this year.

This is just proof that the FTC is serious about brands and their green claims—all of them. They are looking at everything—and looking past all the other “good and green” things we may be doing. If just one message falls short for consumers, it’s your entire brand that could suffer. But, this is all very good news for those of us who truly care about making a difference in our environment and being responsible in our business practices. When big business begins to pay serious attention it makes the job of being a discerning consumer so much easier.