Are eco-friendly claims always true? How do you tell if a company really is making a difference?

Peruse most any company’s marketing materials, and after you suspend disbelief, you’d most likely agree with them that the world simply couldn’t exist without their efforts in making the planet a better place. This has always been true, whether a brand was selling us their newest quick dessert mix that made Mom’s life easier, or they’re selling us the latest “eco-friendly,” or “green” household cleaner, mode of transportation or energy bar.

Unlike certifications for organic or Fair Trade foods, the U.S. does not currently have regulations on the use of popular terms including “natural,” “green” or even “eco.”  These companies are not just producing food, either. There are “responsible” fashion companies, car manufacturers, banks (really), investment firms, tech and entertainment companies, and so much more. But without any substantial definition of “green,” it’s no wonder people around the world are stumped when asked to name a socially responsible company.

But that doesn’t mean we should stop trying. Want to find out whether or not you’re supporting a truly green brand or getting greenwashed? Check out these tips:

1. B corporation: Although still a rarity, and not at all a defining factor, a B certification does require an impact assessment that can help a brand protect its sustainability mission by holding companies to standards including: social and environmental performance, accountability, and transparency.

2. Sustainability and CDP reporting: Does a company issue an annual sustainability report?  What about participating in the Carbon Disclosure Project? Triple Pundit says you can search the Global Reporting database and the CDP’s database to see if a brand has reported on its use of carbon, water and impact on the world’s forests.

3. Who owns them? While you might find a lot of great things about Honest Tea or Stonyfield Yogurt, did you know those brands are owned by some of the world’s biggest corporations? Some people see this as a step in the right direction and continue to support brands bought out by larger entities, but others see it as greenwashing—all the good being offset by the company’s other less green practices.

4. Shareholder resolutions: According to Triple Pundit, a company that is more responsible “will have a smaller number of shareholder resolutions if at all, and will work together with its shareholders to find agreeable solutions to the issues that they bring up through the resolutions.” You can use the Ceres database to see shareholder resolutions summaries on public companies.

5. Browse the forums: Consumer feedback can be really helpful in researching products and services. While it’s not necessarily as cut and dry as whether or not a company bought carbon credits, it can reveal a bit more about customer service and the day-to-day experiences with a company. Truly green brands tend to have very knowledgeable staff who also love their jobs.

Keep in touch with Jill on Twitter @jillettinger

Image: Ian Muttoo

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Two new eco-commerce sites offer discounted fashion and beauty brands.

JP Selects, an exclusive, new membership-based sale site for socially aware, fair trade and sustainable products – think Gilt gone green – will be working with many brands in the fashion space starting June 16th, including Nialaya Jewelry, Stewart+Brown, L’uvalla skincare, Calleen Cordero accessories, and Hype Clothing. An added bonus to members who sign up before the June 16th launch is a three-day spa vacation at the Amangiri Eco-Resort in Southern Utah.

Started by John Paul DeJoria, co-founder of Paul Mitchell and Patrón Spirits,  the products available at JP Selects are aimed at helping shoppers live a more socially and ecologically responsible lifestyle, from fashion-forward clothing, to unique jewelry, luxe beauty products, artisan-produced foods, and premier home décor.

The site will introduce one new brand every weekday at a promotional price that lasts 72 hours. After the introductory offer, products will always be available in their branded online store. Each new brand is also represented in a short documentary-style video, to help shoppers get to know the brand a little more.

“I believe success unshared is failure,” says DeJoria “I want to share my success with good people that sell great products while promoting a sustainable future and good business practices.”

Launching today is LovingEco, a members-only, social commerce platform, that offers innovative conscious products at exclusive price points (up to 70% off retail), without compromising style. Starting today, look for Cri de Coeur, Stewart + Brown, English Retreads and Eko Miko, and soon to come, expect to see Clary Sage Organics,  Eberjey, Happy Endiings, Leaky Collection, Margaret Rowe jewelry, Novica and Souchi.

Through a series of “limited-time and brand-specific sale events,” subscribing consumers are given the opportunity to access and shop for sustainably designed, fair trade and natural products at a discount.  Each sale features brands, which are hand-selected and available on a first-come, first-serve basis.  Additionally, 3% of net proceeds from each purchase is donated to the current ‘tastemaker charity’ to help support a social or environmental cause.

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