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UO to host all-day forum on “greenwashing” in Portland
Experts will look at what it means when companies use 'green' to sell products
EUGENE, Ore. -- (Jan. 28, 2009) -- From food, computers and travel to clothing, footwear and events, "green" is often used in the message. But when is it used accurately, especially as the term becomes worn-out and exaggerated?
A forum at the UO School of Journalism and Communication’s George S. Turnbull Center in Portland will look at "greenwashing" claims and have participants craft a Portland manifesto on best practices surrounding this issue. "The Greenwashing Forum: Creating Honest Messages in a Green World" will take place from 10 a.m. to 4 p.m. on Friday, Feb. 6, at the White Stag Block, 70 NW Couch St.
“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 Deborah Morrison, UO Chambers Distinguished Professor of Advertising. She will co-host the forum with Kim Sheehan, professor of journalism and communication.
During the forum, participants will learn how to identify and control greenwashing, how to educate clients about greenwashing, how to build transparency in their own brand messaging and where to find resources for environmental honesty.
Forum panelists include: Kevin Tuerff and Val Davis, principals of EnviroMedia + Green Canary Consulting and participants in the 2008 Global Climate Change Conference (Poland); Charles Harwood, FTC Northwest director, Bureau of Consumer Protection; Linda Chipperfield, vice president, marketing and outreach, Green Seal, Washington, D.C.; Jon Coifman, vice president, environmental practice, Waggener Edstrom Worldwide NYC; and Shelby Wood, environmental reporter for The Oregonian.
The forum is open to the public and is $50 or $25 for students. To register, visit http://turnbullcenter.uoregon.edu/the-greenwashing-forum.
In 2008 EnviroMedia Social Marketing launched The Greenwashing Index (www.greenwashingindex.com), a Web site that allows consumers to judge for themselves the green claims made by major advertisers such as Chevrolet and Toyota. The Web site, created by Morrison and Sheehan, was recognized by Brandweek as a “Bright Idea for 2008.”
About the University of Oregon
The University of Oregon is a world-class teaching and research institution and Oregon's flagship public university. The UO is a member of the Association of American Universities (AAU), an organization made up of the 62 leading public and private research institutions in the United States and Canada. The University of Oregon is one of only two AAU members in the Pacific Northwest.
Contact: Heidi Hiaasen, media relations coordinator, 541-346-3606, heidih@uoregon.edu
Source: Zanne Miller, director of communication for the UO School of Journalism and Communication, 541-346-2519, zanne@uoregon.edu
Links: Turnbull Center, http://turnbull.uoregon.edu/
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