The Six Sins were developed by Terrachoice:

Avoiding greenwashing does not require waiting for a perfect product. It does mean that sound science, honesty, and transparency are paramount.

1 — Sin of the hidden trade-off

Suggesting a product is “green” based on one attribute, or a very narrow range of attributes.

McFengshui marketers want you to think anything labeled feng shui is automagically “green.” For example, the “electrical devices” cure of McFengshui is said to put you “in harmony” by running air conditioners, leaving unused equipment running, etc.

If you know anything about pollution and global warming, you know that this “cure” is a fraud. Electricity is one of the biggest producers of carbon emissions. Even vampire power consumption can equal that of a 75- or 100-watt light bulb running continuously — and one incandescent light bulb is responsible for 700 pounds of greenhouse gas (CO₂) over its lifetime, according to the NRDC.

Like it or not, buying trinkets — like “chi enhancers,” statues of frogs and pigs, or an overpriced Mcfengshui starter kit because some marketer says they are “feng shui” and therefore you must have them — contributes to global warming.

Let’s say you order a bamboo flute which is made in China:

• The bamboo is cut down and shipped to a port, where it is loaded into a shipping container. That’s a lot of greenhouse gas being pumped into the atmosphere just by the cutting, crating, and shipping.
• Then the flutes are shipped — and ships run on diesel.
• When the crates arrive they are unloaded from the freighter by gasoline- and diesel-powered equipment.
• The flutes are loaded onto trucks for warehouses, where they are unloaded again by gas- or diesel-powered equipment.

The flute may be shipped several more times before it reaches you — and each shipping creates global warming karma. By the time your purchase reaches you, how much global warming karma have you assumed by buying that flute? How much “chi” do you really think you have “enhanced”?

What you can do

Find out what global warming karma is attached to the claims made by marketers.

2 — Sin of no proof

Terrachoice says this sin is

Any environmental claim that cannot be substantiated by easily accessible supporting information, or by a reliable third-party certification.

McFengshui markets itself as enabling you to achieve harmony and balance with your surroundings. Do they have some proof other than testimonials? Testimonials can be churned out by a marketing department or public relations consultant — and you would never know.

Look for verification from a third party who has no relation to the marketer (no sales, no kickbacks, no endorsements). You may have to look at scientific papers to find out, but at least you will know.

For example, the “electrical devices” cure is a known fraud because you can verify its environmental impact from a lot of third-party sources with no ties to McFengshui marketers. (Air conditioners substantially contribute to global warming. If you live where your electricity is supplied by a coal-fired power plant, then every electric device you use abundantly contributes to global warming.)

The only way you can get in harmony with the planet is by being aware how every choice you make affects the planet — from what you eat and the clothes you wear, to how you get your electricity and the purchase of bamboo flutes.

Ask yourself

Does the marketer provide information and evidence from reliable sources — not just other websites that appear to be friends or associates of the marketer?

You can ask the marketer for more substantial proof than testimonials, but don’t be surprised if it doesn’t make much sense. Ask them to explain — and keep asking them to explain until it is absolutely clear to you. Don’t be surprised if it still doesn’t make sense, or they get annoyed and stop communicating with you before you get an answer. It’s all about an easy sale, not about “sound science, honesty, and transparency.”

3 — Sin of vagueness

Terrachoice defines this as

Every claim that is so poorly defined or broad that its real meaning is likely to be misunderstood.

The famous phrase “feng shui puts you in harmony and balance with your surroundings” is never defined. Ask several people what they think it means, and you are likely to get several vague answers. The language means nothing without an explanation.

For traditional feng shui, the phrase at a minimum refers to syncing a structure with the local geomagnetic field. “Surroundings” involves the environment around the building being analyzed — including microclimates, other buildings, streets, fences, traffic patterns, landscaping, etc., in the vicinity.

Ask yourself

Does the marketer clearly define their use of terms? If you don’t understand the definition, do you keep asking for better ones until you get a definition that you really understand? Does the meaning they supply for terms match dictionary usage, and agree with common sense, normal business practices, and accepted science? If you don’t know, to avoid being a victim of greenwash you may need to do some research.

4 — The sin of irrelevance

An environmental claim that may be truthful but is unimportant and unhelpful. Because it is irrelevant it is distracting — and that distraction is intentional. The intention is to get you to buy something that is not as “green” as you hope.

The claim should be important, and relevant to the product. If it does not seem logical or related to the product, then ask the marketer’s competitor about the claim.

For example, one McFengshui practitioner advertises that her methods are better because degrees on a compass aren’t accurate.

Help yourself

Shop around! See who else makes the claim (or similar ones).

5 — The sin of fibbing

Making environmental claims that are lies (misrepresentations, untruths, falsehoods — whatever politically correct term you prefer). This includes misuse or misrepresentation of certification by an independent authority.

For example, just because a marketer says they know feng shui doesn’t mean they understand the effect their practices have on the environment. McFengshui practitioners regularly make outrageous scientific and environmental claims that are untrue — the “electrical devices” cure is but one example.

Ask yourself

Does it sound too good to be true? It probably is.

Does it seem to contradict scientific and other credible sources? Then beware.

Be aware that you may not be able to uncover a lie without help from third parties — environmental organizations, consumer advocates, skeptics, law enforcement, or other sources.

6 — Sin of the lesser of two evils

Terrachoice considers a claim to fall in this category when environmental qualifiers (such as “organic” or “green”) are placed on products where the entire category of products should be analyzed for its environmental impact. In other words, you’re looking at an environmental oxymoron like “organic” cigarettes or “eco-friendly” plastic bags — or an “electrical devices” cure in McFengshui.

Ask yourself

What other claims seem to be oxymorons? What independent laboratory, scientific body, or well-known environmental group endorses what McFengshui advocates?