In the case of fur, critics point to toxic farming practices, substandard waste disposal, energy intensity and more as the product’s brown underbelly. Still, at root, fur’s greenwash is no more ludicrous than a Cheerios ad I recently saw in a high-end magazine, suggesting Cheerios are a planet-friendly cereal choice because oat crops prevent soil erosion.

Environmental marketing firm Terrachoice published a study two weeks ago on greenwashing that got lots of press. It identified the six sins of misleading green advertising: the Sin of Hidden Trade-Off ; the Sin of No Proof; the Sin of Vagueness; the Sin of Irrelevance; the Sin of Fibbing; and the Sin of Lesser of Two Evils. Terrachoice found that of 1018 products they identified in a big-box American store “all but one made claims that are demonstrably false or risk misleading intended audiences.” Of the sins, the firm claims over half of all products commit the Sin of Hidden Trade-Off, emphasizing one or a narrow set of green attributes of a product that pale in comparison to its larger environmental impact.

Real determinations of environmental impact are staggeringly complex, and though the US Federal Trade Commission has promised to reassess its guidelines for promoting products as green, that won’t do anything near the trick. As producers continue to press for advantage in a environmental free-for-all and as advocacy groups push back, expect greenwashing to become a bigger and bigger deal.

Which is all the more reason that if you sell a product that is truly an eco-preferable choice, you should market it correctly. Avoid making the same mistakes that other, misleading companies are making, and speak honestly about the positive impacts of your product. In truth, Canada, alongside other countries need to propose simple rules for making these claims and enforce breaches of this code by companies making spurious claims.

This is one of the things that can be lost in the mix as people and organizations work towards building sustainable workplaces and communities; the experience can be meaningful, challenging and even fun. When we consider large issues such as climate change, smog, volatile organic compounds (VOCs) and waste, the task can feel overwhelming and impossible.  But the power of action and starting the process of change has a cathartic effect, helping to make these problems manageable and concrete. As you start to look at how you’re going to increase your organizations’ sustainability, remember that this is not just the “right” thing to do environmentally and economically, but also socially, for the well-being of employees and your organization.

#21: While it’s often the case that government is behind the curve, you’ll be happy to hear the the Italian company Eni and our own Ontario Government are on the same wavelength.  This summer, both introduced “casual wear” in order to save cooling costs and reduce electricity consumption. When people don’t need to wear a wool suit in the summer, the thermostat can go up a degree or two and the savings can be tens of thousands of dollars.

#23: Successful Sun Microsystems has let employees work from home for the last 10 years.  What you might not know: this saves the company $67.8 million in real estate costs, reduces CO₂ emission by almost 29,000 tons (26,300 tonnes), and increases productivity by 34%!  It’s so successful, they’re now making a profit from the program by selling it to others through their consulting company.  In short: flexible workplaces pay.

#24: While a hotly-desired parking spot might be good incentive for people to purchase hybrids, this widespread plan isn’t flawless.  For one, does this mean the big gas guzzlers will be driving around in circles to find a spot?  Two: does parking really change a purchasers choice?  We will admit - none of us own a car, so perhaps a guaranteed spot is enough to buy a hybrid. Either way, Timberland, Google and IKEA all get points for effort.

What you might begin to realise is that this list is more an “academy awards” for best practices in sustainable business models rather than the how-to the title suggests.  Take it as inspiration to get moving, because as GE and Walmart with their hybrid trucks and trains are pointing out, the train is rapidly leaving the station.