Kathryn Farrara will lead a workshop at the 2011 CCB Conference on Avoiding Greenwashing: Lessons for Consumers and Green Business Owners. The workshop focuses on the confusion and decreased consumer confidence that greenwashing creates. Through an exploration of “green” services, Farrara will guide us in exploring claims such as “eco-friendly,” “ecyclable,” and “made with renewable energy.” How legitimate are these claims? Workshop participants will receive guidance in marketing the term “green” responsibly and information on what consumers should avoid in an effort to create high standards of truth and accuracy in the promotion of sustainability.
Farrara is an attorney with the National Advertising Division (NAD), Council of Better Business Bureaus. She reviews national advertising campaigns, analyzes claim substantiation issues, and has successfully resolved disputes relating to food and drug products, telecommunication services, consumer household products, and dietary supplements. Farrara frequently speaks and lectures at conferences and workshops on social media and green marketing.