Simply defined “greenwashing” is what occurs when a company promotes green-based environmental actions or images but actually operates in a way that is contrary to environmental sensitivity and misleads customers about the environmental benefits of a service or product they provided through deceptive advertising and unfound claims.  

The GBSC is dedicated to battling "greenwashing” in death care. If green burial and green funeral service practices are to get a foothold and see widespread adoption across Canada, then consumers of these services must have a source where they can find reputable, defensible information with integrity. Our mission is to show how, advocate for, and help make available green burial and green funeral practices as a part of the death care service options that Canadians can select from. 

This is why GBSC certification of green burial cemeteries and eventually funeral service providers and products will be one of the primary functions of the Society.