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	<title>SHIFTid &#187; greenwashing</title>
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	<link>http://www.thinkshiftcom.com/blog</link>
	<description>Thinkshift blog on communications &#38; sustainability</description>
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		<title>How Bad Comparisons Kill Credibility</title>
		<link>http://www.thinkshiftcom.com/blog/2010/07/28/how-bad-comparisons-kill-credibility/</link>
		<comments>http://www.thinkshiftcom.com/blog/2010/07/28/how-bad-comparisons-kill-credibility/#comments</comments>
		<pubDate>Wed, 28 Jul 2010 18:42:56 +0000</pubDate>
		<dc:creator>Sandra Stewart</dc:creator>
				<category><![CDATA[Credibility Quotient]]></category>
		<category><![CDATA[green marketing]]></category>
		<category><![CDATA[credibility]]></category>
		<category><![CDATA[environment]]></category>
		<category><![CDATA[greenwashing]]></category>

		<guid isPermaLink="false">http://www.thinkshiftcom.com/blog/?p=487</guid>
		<description><![CDATA[A recent New York Times report notes that Growth Energy, an ethanol advocacy group, has blanketed the subway station closest to the U.S. Capitol with  ads saying “No beaches have been closed due to  ethanol spills” and calling ethanol “America’s clean fuel.” The article goes on to dispute that claim with a pile [...]]]></description>
		<wfw:commentRss>http://www.thinkshiftcom.com/blog/2010/07/28/how-bad-comparisons-kill-credibility/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Three Key Elements in Supporting Green Claims</title>
		<link>http://www.thinkshiftcom.com/blog/2010/05/24/three-key-elements-in-supporting-green-claims/</link>
		<comments>http://www.thinkshiftcom.com/blog/2010/05/24/three-key-elements-in-supporting-green-claims/#comments</comments>
		<pubDate>Mon, 24 May 2010 19:05:51 +0000</pubDate>
		<dc:creator>Sandra Stewart</dc:creator>
				<category><![CDATA[Credibility Quotient]]></category>
		<category><![CDATA[green marketing]]></category>
		<category><![CDATA[credibility]]></category>
		<category><![CDATA[greenwashing]]></category>
		<category><![CDATA[support for claims]]></category>

		<guid isPermaLink="false">http://www.thinkshiftcom.com/blog/?p=467</guid>
		<description><![CDATA[We touch on support for claims in this blog with some regularity—it&#8217;s a key factor in communications credibility (and thus the Thinkshift Credibility Quotient™). But with BP&#8217;s epic greenwashing staring us in the face every day (remember the green oil company? beyond petroleum?), the credibility of green claims generally may be more suspect than ever. [...]]]></description>
		<wfw:commentRss>http://www.thinkshiftcom.com/blog/2010/05/24/three-key-elements-in-supporting-green-claims/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Accuracy Is Essential (That&#8217;s Not As Obvious As You&#8217;d Think)</title>
		<link>http://www.thinkshiftcom.com/blog/2010/04/30/accuracy-is-essential/</link>
		<comments>http://www.thinkshiftcom.com/blog/2010/04/30/accuracy-is-essential/#comments</comments>
		<pubDate>Fri, 30 Apr 2010 21:57:09 +0000</pubDate>
		<dc:creator>Sandra Stewart</dc:creator>
				<category><![CDATA[Credibility Quotient]]></category>
		<category><![CDATA[communications strategy]]></category>
		<category><![CDATA[branding]]></category>
		<category><![CDATA[credibility]]></category>
		<category><![CDATA[greenwashing]]></category>
		<category><![CDATA[marketing]]></category>

		<guid isPermaLink="false">http://www.thinkshiftcom.com/blog/?p=447</guid>
		<description><![CDATA[Accuracy is essential to credibility. Duh, right? Yet organizations miss the accuracy boat all the time. And even one or two innocuous slip-ups can cast doubt on everything you say.
Just look at the &#8220;climategate&#8221; kerfuffle, where a few questionable (stolen) e-mails between scientists were taken to indicate rot at the heart of all their work. [...]]]></description>
		<wfw:commentRss>http://www.thinkshiftcom.com/blog/2010/04/30/accuracy-is-essential/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>More Transparent Transparency?</title>
		<link>http://www.thinkshiftcom.com/blog/2010/02/25/more-transparent-transparency/</link>
		<comments>http://www.thinkshiftcom.com/blog/2010/02/25/more-transparent-transparency/#comments</comments>
		<pubDate>Thu, 25 Feb 2010 18:15:43 +0000</pubDate>
		<dc:creator>Carolyn McMaster</dc:creator>
				<category><![CDATA[green marketing]]></category>
		<category><![CDATA[credibility]]></category>
		<category><![CDATA[greenwashing]]></category>
		<category><![CDATA[sustainability]]></category>

		<guid isPermaLink="false">http://www.thinkshiftcom.com/blog/?p=403</guid>
		<description><![CDATA[Greener World Media&#8217;s State of Green Business 2010 report is out, and, as it did last year, this excellent report drives home the need for companies to communicate credibly and completely about their sustainability efforts and back up green claims with relevant information.
One reason is &#8220;radical transparency&#8221;—people are using Twitter, Facebook and other social media platforms [...]]]></description>
		<wfw:commentRss>http://www.thinkshiftcom.com/blog/2010/02/25/more-transparent-transparency/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>World&#8217;s Best Opinion, Right Here</title>
		<link>http://www.thinkshiftcom.com/blog/2010/02/23/worlds-best-0pinion-right-here/</link>
		<comments>http://www.thinkshiftcom.com/blog/2010/02/23/worlds-best-0pinion-right-here/#comments</comments>
		<pubDate>Wed, 24 Feb 2010 06:00:15 +0000</pubDate>
		<dc:creator>Sandra Stewart</dc:creator>
				<category><![CDATA[Credibility Quotient]]></category>
		<category><![CDATA[green marketing]]></category>
		<category><![CDATA[communications]]></category>
		<category><![CDATA[credibility]]></category>
		<category><![CDATA[greenwashing]]></category>
		<category><![CDATA[marketing]]></category>
		<category><![CDATA[provable claims]]></category>

		<guid isPermaLink="false">http://www.thinkshiftcom.com/blog/?p=395</guid>
		<description><![CDATA[Sometimes I imagine all the companies claiming to be the &#8220;the world leader,&#8221; &#8220;best,&#8221; &#8220;greenest,&#8221; and most whatever having a smackdown in some sort of marketing Thunderdome to see who&#8217;s really on top. OK, so I&#8217;m a communications geek. But the point remains: almost certainly, none of these companies is the ultimate, and if any [...]]]></description>
		<wfw:commentRss>http://www.thinkshiftcom.com/blog/2010/02/23/worlds-best-0pinion-right-here/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>How to Spot Greenwash</title>
		<link>http://www.thinkshiftcom.com/blog/2009/11/05/how-to-spot-greenwash/</link>
		<comments>http://www.thinkshiftcom.com/blog/2009/11/05/how-to-spot-greenwash/#comments</comments>
		<pubDate>Thu, 05 Nov 2009 19:33:16 +0000</pubDate>
		<dc:creator>Carolyn McMaster</dc:creator>
				<category><![CDATA[green marketing]]></category>
		<category><![CDATA[communications strategy]]></category>
		<category><![CDATA[credibility]]></category>
		<category><![CDATA[greenwashing]]></category>

		<guid isPermaLink="false">http://www.thinkshiftcom.com/blog/?p=312</guid>
		<description><![CDATA[It can be easy to spot greenwashing when others are doing it, but often it&#8217;s harder to know how your own communications will stack up under scrutiny. One reason can be that you&#8217;re so close to the material you can&#8217;t see the problems. Here are four key symptoms we look for in a Thinkshift Credibility [...]]]></description>
		<wfw:commentRss>http://www.thinkshiftcom.com/blog/2009/11/05/how-to-spot-greenwash/feed/</wfw:commentRss>
		<slash:comments>1</slash:comments>
		</item>
		<item>
		<title>FTC&#8217;s Draft Green Guides Set a High Bar</title>
		<link>http://www.thinkshiftcom.com/blog/2009/09/30/ftcs-draft-green-guides-set-a-high-bar/</link>
		<comments>http://www.thinkshiftcom.com/blog/2009/09/30/ftcs-draft-green-guides-set-a-high-bar/#comments</comments>
		<pubDate>Thu, 01 Oct 2009 01:34:27 +0000</pubDate>
		<dc:creator>Sandra Stewart</dc:creator>
				<category><![CDATA[communications strategy]]></category>
		<category><![CDATA[green marketing]]></category>
		<category><![CDATA[sustainability]]></category>
		<category><![CDATA[credibility]]></category>
		<category><![CDATA[environment]]></category>
		<category><![CDATA[greenwashing]]></category>
		<category><![CDATA[marketing]]></category>

		<guid isPermaLink="false">http://www.thinkshiftcom.com/blog/?p=317</guid>
		<description><![CDATA[Companies making vague and poorly supported environmental claims are about to get a smackdown from the Federal Trade Commission&#8217;s upcoming revised Guides for the Use of Environmental Marketing Claims (aka Green Guides), according to Victor Bell of Environmental Packaging International, which has been giving the agency feedback on the long-awaited revision. That is, if the [...]]]></description>
		<wfw:commentRss>http://www.thinkshiftcom.com/blog/2009/09/30/ftcs-draft-green-guides-set-a-high-bar/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>With Eco-label Claims, Credibility Is Key</title>
		<link>http://www.thinkshiftcom.com/blog/2009/08/03/with-eco-label-claims-credibility-is-key/</link>
		<comments>http://www.thinkshiftcom.com/blog/2009/08/03/with-eco-label-claims-credibility-is-key/#comments</comments>
		<pubDate>Tue, 04 Aug 2009 02:05:37 +0000</pubDate>
		<dc:creator>Carolyn McMaster</dc:creator>
				<category><![CDATA[green marketing]]></category>
		<category><![CDATA[credibility]]></category>
		<category><![CDATA[greenwashing]]></category>

		<guid isPermaLink="false">http://www.thinkshiftcom.com/blog/?p=281</guid>
		<description><![CDATA[We are awash in eco-labels and certifications, as Sustainable Industries shows in its recent article, “The Great Eco-label Shakedown.” I&#8217;ve been tracking them for a while now, and I&#8217;m not even close to knowing about all of them—there are about 300 worldwide, as tallied by Big Room’s www.ecolabelling.org (and it’s not a comprehensive list).
Whether these stamps [...]]]></description>
		<wfw:commentRss>http://www.thinkshiftcom.com/blog/2009/08/03/with-eco-label-claims-credibility-is-key/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>The Thinkshift Credibility Quotient Goes Beta</title>
		<link>http://www.thinkshiftcom.com/blog/2009/05/14/the-thinkshift-credibility-quotient-goes-beta/</link>
		<comments>http://www.thinkshiftcom.com/blog/2009/05/14/the-thinkshift-credibility-quotient-goes-beta/#comments</comments>
		<pubDate>Fri, 15 May 2009 03:10:52 +0000</pubDate>
		<dc:creator>Sandra Stewart</dc:creator>
				<category><![CDATA[branding]]></category>
		<category><![CDATA[communications strategy]]></category>
		<category><![CDATA[marketing]]></category>
		<category><![CDATA[sustainability]]></category>
		<category><![CDATA[communications]]></category>
		<category><![CDATA[credibility]]></category>
		<category><![CDATA[greenwashing]]></category>
		<category><![CDATA[persuasion]]></category>

		<guid isPermaLink="false">http://www.thinkshiftcom.com/blog/?p=184</guid>
		<description><![CDATA[I&#8217;m excited to report that the Thinkshift® Credibility Quotient™ is ready for public consumption: we are beta testing it now, and would love your feedback.
We&#8217;ve been working on the CQ (as we call it in-house) for some time, and it&#8217;s exciting because as far as we know, this is the first system for measuring the credibility of [...]]]></description>
		<wfw:commentRss>http://www.thinkshiftcom.com/blog/2009/05/14/the-thinkshift-credibility-quotient-goes-beta/feed/</wfw:commentRss>
		<slash:comments>2</slash:comments>
		</item>
		<item>
		<title>Credible Green Information in Short Supply, Says Survey</title>
		<link>http://www.thinkshiftcom.com/blog/2009/02/16/credible-green-information-in-short-supply-says-survey/</link>
		<comments>http://www.thinkshiftcom.com/blog/2009/02/16/credible-green-information-in-short-supply-says-survey/#comments</comments>
		<pubDate>Mon, 16 Feb 2009 21:45:13 +0000</pubDate>
		<dc:creator>Carolyn McMaster</dc:creator>
				<category><![CDATA[green marketing]]></category>
		<category><![CDATA[sustainability]]></category>
		<category><![CDATA[communications]]></category>
		<category><![CDATA[credibility]]></category>
		<category><![CDATA[greenwashing]]></category>
		<category><![CDATA[research]]></category>

		<guid isPermaLink="false">http://www.thinkshiftcom.com/blog/?p=64</guid>
		<description><![CDATA[Clear, credible, complete communications about green products and services is in short supply, according to recent research by the Boston Consulting Group. In the report &#8220;Capturing the Green Advantage for Consumer Companies,&#8221; they write:
There is considerable confusion around the world about what being green really means. Because the industry lacks clear definition and standards, some [...]]]></description>
		<wfw:commentRss>http://www.thinkshiftcom.com/blog/2009/02/16/credible-green-information-in-short-supply-says-survey/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
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