ABSTRACT

This case study will analyze a dish soap advertising label made by the company Love Home and Planet, which brands itself as being a healthy and environmentally conscious company. Using the Potter Box model created by Ralph Potter to analyze facts, values, loyalties, and principles, this case study will determine whether the greenwashing trend used by the company is misleading. This is a media ethics issue because a significant number of companies are appealing to consumers through greenwashing initiatives, and should be held to a standard of making completely legitimate claims.

The following questions will aid in analyzing this topic.

1. Micro—How environmentally friendly is the dish soap by Love Home and Planet which is advertised on its label as “small acts of love for the planet”?

2. Midrange—Can a product such as Love Home and Planet’s dish soap be harmful to the environment but safe for you

3. Macro—How is it ethical for a holistic company such as Love Home and Planet to use cytotoxins such as methylisothiazolinone in their products?