Mid June on the trade show calendar means the NeoCon World Trade Fair for many in the green building world. Thousands of architects, designers and specifiers descend upon Chicago to preview the newest office furnishings and interiors products, many promoted as having green attributes. Whether you are attending a trade show on the hunt for green products or to sell them, here are some tips to ensure communications offer more green and less greenwash.

-- Know how to identify green products:

Transparent, authentic messaging is vital in green product promotion. Be deliberate when reviewing products to be sure they are described using verified, third-party attributes. Look for logos, certifications, studies or other documentation that verifies claims being made. Know which certifications are the most authentic and respected programs by industry, and which are suspect. Question suspected greenwash.

-- Be mindful of “stuff”:

Exhibitor giveaways help attendees remember brands and expand brand reach after the show. Looking at tradeshow giveaways through a green filter, however, might change your attitude about what to pick up. Don’t simply grab stuff for the sake of collecting stuff. Consider if or how you will use the item moving forward. Also consider how it was made. Was it manufactured with green materials and processes or did the exhibitor not place a priority on these practices? An exhibitor’s choice of giveaway should mirror the company’s green mission. If it doesn’t, it may bring the company’s commitment into question.

-- Look for de-materialized sales pieces:

Authentic green practices should extend to sales materials. With so much information available electronically, no attendee wants to carry around full product catalogs from dozens of companies, even in a great re-usable bag. Look for exhibitors who have de-materialized the process. Some provide business cards with a link to more extensive product information online, allowing the attendee to review products more thoroughly after the show. Others use QR (quick response) codes on products to allow specifiers to get a quick overview of the product on a smart phone and determine if a brochure or other material is needed.

While at a show, if you see a company not following green practices, voice your concerns on what is important to you. 

Coming next month : how companies can green their trade show participation.