"Natural" and Natural Are Not The Same Thing

When people see so many brands boast "eco-friendly" and "all natural," it's hard to see which ones are really environmentally kind and which ones are just in it for the marketing ploy. When you read ingredients labels on some of these products, they seem far from natural. In fact, some of them are not only inorganic, but work against the product's supposed goal. For example, Herbal Essences has a line of shampoos out titled "Bio:renew." WIth a name like that, one would assume that this is a natural product that renews hair and makes it healthy with natural ingredients from biological resources. However, the shampoo contains a substance called "Potassium Hydroxide," which is used in disinfectants, drain cleaners and leather tanners, not to mention oil refining. This chemical is also used in shaving cream to:

"force open hair cuticles and attract water into the hair shaft. This process weakens the hair, making it easier to cut with a razor. In a process known as chemical cremation, potassium hydroxide speeds the decomposition of soft tissues in the bodies of both animals and human beings, leaving behind only the bones and other hard tissues. This chemical is poisonous if swallowed or touched, requiring emergency treatment."

Now, this does not sound like something that a person would want to put on their head, but there it is, in the ingredients list for this more "natural" product. These hidden ingredients are just one way that companies fool consumers into thinking that they are getting a more natural and wholesome product. They use colors and images to trick your brain into thinking that something is environmental when it's really not. Think of any soap, detergent, shampoo or body wash that didn't have some sort of nature picture on the label. Soap has nothing to do with grassy hills and daisies, but companies put those there to put shoppers in a certain frame of mind. No one wants to buy a chemical-laden and dye-filled container of body wash, so they advertise it as if they are literally pouring water from a hot spring and fresh lavender into their containers. They're not, and they never directly state that they are. They simply imply these things so that you, the consumer, will want to buy into what they are selling. Akhila Vijayarahavan, a blogger for a site called Triple Pundit, gave their own thoughts on the situation, and explained how greenwashing and a consumer's mindset work together:

Labeling therefore, is the most important tool of green marketing. However, since there is seldom any regulation when it comes to it marketers take full advantage of this black hole. GM food for example, has no labeling laws in the United States. No cleaning product is required to list all ingredients on the label. All this leads to ambiguity and a certain degree of confusion. A consumer could be spending money on a product that is labelled green when it actually isn’t when she could be buying something that is actually green without knowing it exists.The most obvious reason why greenwashing is unfair is because it takes away from those companies that actually are manufacturing products that make a difference. As the demand for ethical products continues to rise, industry must tackle several issues like labeling and ethical marketing. There is also the need for consistent government policies, lobbying and awareness groups.

Vijayarahavan is calling for changes in the way that these companies' restrictions are set, and I agree with that. The fact that there is no legislation in place to keep companies from leaving out keep aspects, or even blatantly lying about, their products is a wrong that needs to be righted. There are regulations about what can and cannot be said in a basic form: no one is going to label bleach as fruit juice, but the more nuanced hidden truths are doing irreparable harm to our environment, and giving consumers a jaded attitude when they're shopping for more eco-friendly goods. As they say, "Fool me once, shame on you..." We want people to continue their interest in truly green products, and greenwashing causes them to distrust any label they may see.

This issue extends into the idea of animal testing as well. People assume that something that is "green" and "natural" is also cruelty-free, but this isn't the case. Many seemingly mom-and-pop products are packaged this way to seem natural and wholesome, but really they are made in a factory just like everything else. One example of this instance is Aveeno body lotion. Their tagline is "Active Naturals" for goodness sake, why would they need to test natural ingredients on animals? The truth of the matter is that they are a factory-based company just like any other,and they mass-produce with just as many additives and animal testing as other lotion companies on the market. But I really urge shoppers not to lose hope. There are truly good companies out their who want to make things that are goof for both the environment and you. It just takes a few extra moments in those aisles to check labels. Look for certifications, such as the Leaping Bunny for non-animal tested, "Certified B Corporation," "Certified Organic" and other ecolabels. You can find a list of them here. Happy shopping!