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TERRACHOICE, a science-based marketing firm located in Ottawa, helps clients turn genuine environmental leadership into winning strategies. For its Greenwashing Report 2009, TerraChoice researchers visited "big box" retailers in Canada and the United States. They found 2219 products making 4996 green claims, with over 98 per cent of the retailers committing at least one of the "Seven Sins of Greenwashing." TerraChoice recently added a seventh sin - the "Sin of Worshiping False Labels" - to their original list of six sins.
TerraChoice tested all claims against best practices, including guidelines provided by the...