Take Action: Tell Wal-Mart to Stop Greenwashing Gold

Wal-Mart markets its new “Love, Earth” jewelry line as “fashion jewelry that honors, cherishes and protects our planet.” Targeted at shoppers concerned with the environmental and human rights problems associated with gold mining, shoppers can trace their “Love, Earth” jewelry from “mine to market,” assured that it is sourced “from mines that maintain leading environmental and social standards.”

Just one day after Norway slammed Wal-Mart’s “sustainable” gold supplier for massive environmental damages, the environmental group Global Response has publicly condemned Wal-Mart for its gold greenwashing campaign. While the company makes overtures to environmentalism - using pictures of green fields and butterflies on the “Love, Earth” website - it relies on vague terminology, few enforceable standards and biased monitoring in calling the jewelry line “sustainable.” From Global Response:

Wal-Mart’s criteria look good on paper. They include “Safe disposal and management of waste and hazardous materials ...Protection of ecological functioning, ecosystem services and important biodiversity...Respect for the rights of individuals, indigenous peoples and communities [and] Contribution to the sustainable development of communities affected by operations.” But who is monitoring Newmont’s performance? Newmont and Wal-Mart.

The group goes on to criticize Wal-Mart’s mining partner, the Newmont Mining Corporation, for mining on land owned by the Western Shoshone tribe of Nevada. The Western Shoshone Defense Project has been fighting Newmont for years over the corporation’s environmentally-damaging practices.

Wal-Mart’s other partner in the “Love, Earth” line is Rio Tinto, a mining company recently blacklisted by Norway’s pension fund for its environmental damage in Indonesia. Norway has categorically refused to invest in irresponsible corporations: Wal-Mart itself was dropped from the fund in 2006.

Wal-Mart wants customers to see it as an environmentally-progressive corporation, but the company is trying to do it on the cheap. Rather than improve its sourcing practices or demand change from its suppliers, Wal-Mart has repeatedly focused on marketing instead. This not only fails to protect the environment, it actually tricks shoppers into supporting unsustainable practices.

What you can do: Join Wal-Mart Watch and Global Response in calling on Wal-Mart to stop greenwashing its gold. Click here to write a letter to the retailer, or send a complaint to the Federal Trade Commission for false advertising. With your help, we can spread the word about Wal-Mart’s greenwashed gold.

Posted by Enviro. Team on Thursday, September 11, 2008