WORD PLAY Are You Guilty Of Greenwashing? New words added to the dictionary reflect growing awareness of climate change, as well as the changing economic landscape and increasing consumer interest in a more sustainable society. It’s official: greenwashing is a thing. Merriam-Webster, keeping the English language on the same page for almost 200 years, added 370 new words to the dictionary in September. These neologisms include business-related terms like supply chain and shrinkflation, as well as slang ranging from adorkable to yeet. Here, we take a closer look at three newly added terms of particular interest to the promo products industry: 1greenwash M-W.com has embraced this verb, coined in the 1980s, which indicates a deliberate effort to make something, such as a product, policy or practice, appear to be more environmentally friendly than it really is. Why does this matter to promo? Environmental responsibility is a leading cause for consumers worldwide, and 85% of respondents in a 2021 study – millennials and Gen Z in particular – indicated that sustainability is a significant purchase factor. Further, 1 in 3 are willing to pay a premium for sustainable goods – and the promo industry still has work to do to overcome an outdated reputation for dealing in “trash and trinkets.” It’s important to avoid misleading or confusing consumers, so provide evidence to support your green claims, says David Callet, lawyer and consumer product safety compliance expert. He suggests the Federal Trade Commission’s Green Guides as a helpful resource for marketers. As Callet told PPAI Media earlier this year, “If you’re going to make a claim based on science or fact, you need to have ‘competent and reliable evidence.’ It can’t just be because you said so.” 2 plant-based Like greenwash, this term to describe products, especially foods, made primarily by Rachel Zoch Product Spotlight The fashion industry is notoriously wasteful, but plenty of apparel brands are making great strides toward sustainability. This Unisex Organic Cotton Tee from Allmade is made with 100% organic cotton in a process that saves over 64 gallons of water compared to a conventional cotton tee, and the company is certified carbon neutral through a partnership with CarbonFund.org. Available in eight colors (shown in beacon blue) and sizes XS-4X. Allmade Apparel / PPAI 743984, S1 / www.allmade.com With this 20oz. Glass Food Storage Container With Bamboo Lid, recipients won’t need single-use plastic bags to carry their lunch or store their leftovers. The heavy-duty glass container is microwave and dishwasher safe, and the lid, which can double as a cutting board, is lined with an airtight silicone seal. High Caliber Line / PPAI 205801, S10 www.highcaliberline.com Packaging is just as important as the gift. This eco-friendly Small Box Mailer includes a QR code recipients can scan to learn how the box is made of recycled cardboard and how to recycle it again. Dimensions: 8.5 x 7 x 3.5 inches. Gemline / PPAI 113948, S11 www.gemline.com 52 | NOVEMBER 2022 | THINK
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