# Environmental Accountability Sites Greenwashing Index Crowdsources Input and Provides Rankings By Katie Cordrey | Published 2010-11-01 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/greenwashing-index References: [sustainability.uoregon.edu](http://sustainability.uoregon.edu/exposing-little-green-lies-and-producing-green-minded-graduates) & [greenwashingindex](http://greenwashingindex.com/) The Greenwashing Index allows people worldwide to rate a company's message in light of its green claims. Crowdsourced reports help hold businesses accountable for their green claims and bolster demand for truly green products and services. Dr. Deborah Morrison and Dr. Kim Sheehan, professors at the University of Oregon, teamed up with Enviromedia Social Marketing of Austin and Portland to create the Greenwashing Index website, which has already had influence on how honestly businesses represent themselves. See some of the ad examples submitted to the Greenwashing Index in the gallery. ## Trend Insights (Trend Hunter) - Score: 1.3/10 - Popularity: 5% | Activity: 27% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### What's Driving This Trend - **Crowdsourced Accountability:** The trend of crowdsourced accountability platforms like the Greenwashing Index enables consumers to hold businesses accountable for their green claims, creating an opportunity for companies to transparently showcase their sustainable practices. - **Demand for Genuine Green Products:** As consumers become more aware of greenwashing, there is an increasing demand for genuinely sustainable products and services, presenting an opportunity for businesses to meet this demand with innovative and authentic eco-friendly offerings. - **Influence of Public Opinion:** The Greenwashing Index highlights the growing influence of public opinion as a catalyst for change, emphasizing the need for businesses to align their messaging with genuine environmental efforts to maintain trust and positive reputation. ### Who This Affects Most - **Marketing and Advertising:** The marketing and advertising industry can leverage the trend of crowdsourced accountability platforms to help businesses authentically communicate their green initiatives and differentiate themselves from greenwashing competitors. - **Consumer Goods:** The consumer goods industry can capitalize on the demand for genuine green products by developing innovative, sustainable offerings that resonate with environmentally conscious consumers and align with their values. - **Market Research:** The market research industry can assist businesses in identifying consumer perceptions and understanding the impact of greenwashing on brand reputation, enabling companies to refine their sustainability messaging and strengthen consumer trust. ## Related on Trend Hunter - [Business-Focused Environmental Responsibility Tools](https://www.trendhunter.com/trends/wildsight.md) - [Carbon Footprint Trackers](https://www.trendhunter.com/trends/carbongauge.md) - [Ecosystem Restoration Platforms](https://www.trendhunter.com/trends/green-wedge.md) - [Environmental Action Platforms](https://www.trendhunter.com/trends/clean-something-for-nothing.md) - [Urban Greening Infrastructure](https://www.trendhunter.com/trends/greenpublic.md) - [Conscientious Business Insights Platforms](https://www.trendhunter.com/trends/insights-platform.md) - [Cost-Effective Carbon Calculators](https://www.trendhunter.com/trends/ship-green.md) - [Transparent Hiring Platforms](https://www.trendhunter.com/trends/ghost-jobs.md) - [Urban Greening Platforms](https://www.trendhunter.com/trends/urban-green.md)