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Maybe: Ortho ecosense's Strange Disclaimer

The original title for this post was going to be” Greenwashing Fail, ” after I saw this packaging at the nearby Home Depot this past weekend.

You probably can’t read the disclaimer form this picture but it says

“not intended to imply environmental safety either alone or compared to other products.”

Now immediately I thought… Greenwashing!! But a few quesions come to mind:

  • 1. why call it eco- anything if you’re not implying some sort of environmental goodness?
  • 2. If you don’t want to give the wrong impression about environmental claims…. why call it eco-something?
  • 3. If you’re trying to Greenwash…why put the evidence on the front of your packaging and on your website?
  • 4. After reading this post from Easy Eco Blog, I found out that there are some eco benefits to a few of the eco-sense brand products… so why the strange disclaimer?

It’s effect,  as one would imagine, is to breed some skepticism and confusion as to what Ortho’s trying to protect themselves from. Possibly a marketing fail.

If any of you know what the deal is with this wording please share.

Andrew Davies

Drew's degrees in Illustration, 2D animation and Broadcast Design, and his volleyball skillz mean he can get your design done and play well with others at the same time. He’s the Creative Director at Paragon and will call you out if you start hanging out with shady-looking fonts and messing around with whacked-out color palettes.