Advertising profs go after greenwashing

When two UO School of Journalism and Communication professors set out to challenge the validity of green claims made in the advertising world, the world listened.

Kim Sheehan and Deborah Morrison teamed up with EnviroMedia Social Marketing to create the Greenwashing Index. The website has made a big impact on media discussion and general sentiment about environmental claims in advertising.

“Greenwashing is when a company or organization spends more time and money claiming to be ‘green’ through advertising and marketing than actually implementing business practices that minimize environmental impact. It’s whitewashing, but with a green brush,” said Morrison, UO Chambers Distinguished Professor of Advertising.

The site allows consumers to submit ads and judge for themselves the green claims made by advertisers such as General Motors and Toyota. Since the launch of the Greenwashing Index in 2008 more than 300 ads have been posted and rated. The Web site was recognized by Brandweek as a “Bright Idea for 2008.”

SOJC hosted a Greenwashing Summit in early 2009 at the UO Portland’s Turnbull Center. The summit was well attended by students and members of the public who listened to panelists from industry, academia and government.

Student involvement is important for Sheehan and Morrison. At the summit, journalism students provided live blog updates throughout to add a new dynamic to the discussion.