Starting the Year Green

Every time I see the GM commercial bragging about its upcoming hybrid Tahoe, I roll my eyes. Or Exxon's ads about finding cleaner energy. Or the ads about the wonders of clean coal.

Being green is hot this year. Actually, having people THINK you're green is hot. But there's been no way for regular folks like us to weigh in on whether these ads are the real deal or what the environmental community calls "greenwashing."

Until now.

Developed by Enviromedia, the Greenwashing Index is only in its infancy, but has already attracted the attention of BrandWeek and U.S. News & World Report.

Not only can you browse so-called green ads and rate their “greenwashy-ness,” you can submit your own favorite and let the online community rip it to shreds.

Time will tell whether this site will be more than a short-term blip. But it’s nice to see my friends at Enviromedia try to give the rest of us a voice amid the green advertising wave.

More posts coming soon.