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The definition of “Green” is getting a face-lift. By Lauren McClean – GSB Student

I’m happy to share the thoughtful ideas of another guest blogger, Lauren McClean.  Lauren is in her first year in the MBA program at Loyola. In her very spare free time she enjoys exploring all that Chicago has to offer with her trusty sidekick, Knuckles, her 2 year old golden retriever.

The definition of “Green” is getting a face-lift.

Did you know, that when you purchase a product that says “degradable”, “non-toxic” or “environmentally friendly”, the definitions that the FTC uses to put their seal of approval on it, have not been upgraded in 12 years?  With green marketing on a steady rise, the FTC has decided that their Green Guide needs an update.

Companies will have to provide proof to substantiate their claims as well. Not only is this a change in a corporation, it is a sustainable change. One that will hopefully better consumers in the long run. But like all change, it is going to take some time and some resources. The FTC (an external force) expects a lot of the businesses are going to comply voluntarily once the new guidelines are in place. A lot of the businesses, the FTC believes, will find it easier to navigate this new proposed Green Guide. The guide will take out a lot of the confusion when it comes to handling issues surrounding certifications and seals of approval. The new guide will communicate better to not only the company, but the consumer, helping to facilitate the change.

These guidelines are not yet in place. You are able to go onto the FTC’s website and comment and learn more on the proposed changed to their Green Guide.

Information was taken from:

NY Times:  Agency Seeks to Tighten Rules for ‘Green’ Labeling, Oct. 6, 2010.

cnet News: FTC proposes clampdown on green claims, Oct. 7, 2010.

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