How Do You Define ‘Green’?

In most contexts, when a product claims it is ‘green’, it’s likely trying to sell you on the notion that it is not harmful to the environment. No product can be truly ‘sustainable’ and claims of a product being ‘green’ can be misleading unless they’re referencing the 12 Principles of Green Chemistry (aka: science). 

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Is it regulated? Nope.

Does Finch use it? Only when applying the 12 Principles of Green Chemistry or when talking about, you know, the color.

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What are the 12 Principles of Green Chemistry?

The 12 Principles of Green Chemistry were created by Paul Anastas and John Warner in 1998 in an attempt to maximize efficiency and minimize hazardous effects on human health and the environment. In the mid-20th century, folks started to become more skeptical of chemicals and the chemical industry -- mostly because of increases in pollution or acid rain, and numerous scandals involving unsafe or unregulated chemicals in commonly used products, like gasoline. The principles are essentially a checklist of process improvements to mitigate the potential negative impacts of chemicals and chemical synthesis that’re the foundation of many of the things we use today.

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The principles emphasize the importance of preventing waste and accidents, increasing energy efficiency, designing safer products, and more. 

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What’s the history of ‘green’?

In the 1980s, Chevron, the oil company, ran a series of extremely successful and effective campaigns, depicting employees protecting wildlife. All the while, Chevron was using particularly unsustainable practices. In response, an environmentalist, Jay Westerveld, coined the term greenwashing in 1986 with the quote, “it all comes out in the greenwash.” This is when effective and flashy advertising campaigns, in combination with limited transparency around companies’ activities and products, set the foundation for organizations to run wild with the use of ‘green’. So, why would a company practice such deception knowingly? They know that it’s what consumers want and, sometimes, it’s easier to slap on ‘green’ in marketable areas than to tackle the tougher issues. 

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How Does Finch Use The Term ‘Green’?

Unless a product is actually the color of leaves or grass, we likely won’t be calling it green. That said, you may see us refer to green chemistry, which means we’re referencing those 12 principles mentioned earlier. These principles help us frame how we’re thinking about a product, its components, and its impacts -- is it less toxic? Does its method of production create less waste than another alternative? We’re looking for the why and how to determine whether a product causes less harm to people and the planet, and don’t buy into meaningless blanket statements.

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What Should You Do If A Product Says It is “Green”?

If a product is labeled “green’ without an explanation or additional context, it’s probably putting the green in greenwashing. Try to evaluate what ingredients and materials are being used, how it’s manufactured, what the company’s environmental and social policies are, and what you’re supposed to do once you’re finished with it.

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