Would you like a little Greenwashing with that new home?

Of all industries, the home building business is ripe with false claims of being green. 

On Monday, reporter Lew Sichelman wrote a wonderful piece about this recent phenom, and along the way, gives a great lesson on what Greenwashing is — and how to spot it in advertising claims. 

I'm all for green, but authenticity is vital to the success of the movement.