How many times have you heard the phrase \u201cgoing green\u201d in recent years? Certainly too many to count. We\u2019ve hit peak green fatigue, and greenwashing could be the culprit.<\/p>\n
Greenwashing is a deceptive marketing practice that involves unsubstantiated claims about an environmentally-friendly product or service attributes. To put it another way: Greenwashing is a ploy used by companies to trick customers into believing an organization\u2019s products, services, or mission have more of an environmental impact than is accurate.\u00a0<\/p>\n
In a world where we all need to do everything we can to combat\u00a0<\/span>climate change<\/a>, greenwashing (which is sometimes called \u201cgreen sheen\u201d) is an environmental issue. It undermines companies that actually utilize sustainable practices and makes it harder for conscious consumers to make eco-friendly decisions with their wallets. And in the long run, it erodes consumer trust in genuinely eco-friendly and sustainable brands.\u00a0<\/p>\n<\/div>\n Would-be sustainable products and campaigns that employ greenwashing as a not-so-honest sales tactic use lofty and meaningless terminology and imagery to paint themselves as a viable and sustainable option. Terms like \u201call-natural,\u201d \u201ceco-friendly,\u201d even \u201cfarm fresh\u201d are typically red flags for greenwashing.\u00a0<\/p>\n Deflection and opaque statements also help greenwashing work on the unsuspecting consumer. For example, eggs can be advertised as \u201ccage-free,\u201d when, in reality, hens aren\u2019t in a cage, just crowded indoor pens. Another common greenwashing tactic: highlighting a single sustainable component\u2014for example, a company promotes that it no longer uses plastic straws, but the cup is still plastic, or worse, Styrofoam.\u00a0<\/p>\n Most greenwashing and false green marketing claims stem from two common tactics:\u00a0<\/p>\n Rebranding is a classic greenwashing tactic. Companies often rebrand or repackage their products to look more \u201cgreen\u201d by changing logos, colors, and mottos with environmentally-friendly buzzwords and imagery. Look for natural colors (including the look of recycled paper), animals and plants, and phrases, including phrases mentioned above.\u00a0<\/p>\n Typical examples of greenwashing focus or magnify a narrow set of a product or service\u2019s attributes that appear eco-friendly. The tactic purposefully ignores the environmentally harmful aspects and fails to substantiate eco-friendly claims. For example, a minimal amount of a product\u2019s packaging might be biodegradable, compostable, or made from recycled content. Still, the majority of the product or company\u2019s practices are harmful to the environment.\u00a0<\/p>\n Sadly, companies greenwash without abandon and accountability\u2014though the Federal Trade Commission (FTC) does have\u00a0green guidelines<\/a>. When you see the color green and images related to sustainability\u2014trees, animals, or the Earth\u2014take a closer look. If a company can\u2019t provide verifiable data that backs up its green claims, you\u2019ve likely spotted an example of greenwashing. Instead, look for reputable third-party certifications like ENERGY STAR for appliances and electronics, and others like Fair Trade Certified for food products, LEED for energy-efficient buildings, and WaterSense for water-saving products.\u00a0<\/p>\n When done correctly,\u00a0sustainable efforts can help a company\u2019s bottom line<\/a>, reducing water and power bills and cutting the material used and wasted (and therefore, bought). But greenwashing poses a significant business threat. Companies may genuinely believe they\u2019re making a considerable dent in their carbon footprint and advertise such efforts to their employees, customers, and stakeholders. But the reality is that what they\u2019re doing doesn\u2019t always have the intended result.\u00a0\u00a0<\/p>\n Greenwashing can have devastating effects on employee engagement. When workers\u00a0sense<\/a>\u00a0their employer leads consumers astray by greenwashing, they lose faith in their company. It leads to decreased productivity, morale, and a high turnover rate.\u00a0\u00a0<\/p>\n When an organization greenwashes, it siphons market share away from goods and services that truly impact the environment and simultaneously erodes stakeholder trust.\u00a0\u00a0<\/p>\n Put simply, greenwashing bites companies in the end.\u00a0<\/p>\n A classic example: the 2015 Volkswagen\u00a0scandal<\/a>\u00a0colloquially known as \u201cDieselgate.\u201d The German car manufacturer made false claims and long touted their diesel vehicles as better for the environment. However, the company purposefully installed software in 11 million cars to trick emissions tests into favorable results, allowing VW to get away with higher emissions vehicles than laws allowed. The resulting recalls and a massive hit to consumer trust cost VW\u00a0$30 billion<\/a>.\u00a0\u00a0<\/p>\n The best way to prevent greenwashing in your business is to foster transparency, especially when it comes to the environmental benefits of your products or services. This means taking honest steps toward\u00a0<\/span>operating more sustainably<\/a>, setting actionable goals,\u00a0<\/span>tracking your progress<\/a>, and\u00a0<\/span>producing verifiable reports<\/a>.\u00a0<\/p>\n Sustainability software like Sustain.Life is a great way to bake impact-driven solutions into your organization while simultaneously preventing greenwashing and providing financial benefits.\u00a0\u00a0<\/p>\n Before your company\u2019s marketers make any claims about being sustainable or eco-friendly, follow these steps:\u00a0<\/p>\n 1. Identify green initiatives and for improvement.<\/strong>\u00a0Whether your company is a sustainable fashion upstart or a product packaging behemoth, start by identifying low-hanging fruit\u2014areas for reducing waste and what would otherwise end up in the landfill and switch out parts of your product for recyclable content where possible. While it takes effort to identify ways to operate more sustainably, the rewards are worth it. More sustainable goods and services lower your overhead, reduce risk, drive stakeholder and employee engagement, and open new market opportunities.\u00a0<\/p>\n 2. Set realistic goals.<\/strong>\u00a0While the adage \u201cwhat gets measured gets managed\u201d is true for sustainability reporting, it\u2019s essential to understand your carbon emissions. Be realistic before making net-zero claims. Too often, companies rely too heavily on carbon offsets, which can start to feel like a form of greenwashing when used in place of mitigation efforts. (Learn why here<\/a>.)<\/p>\n 3. Commit to transparency and accurate reporting.<\/strong>\u00a0If you\u2019re going to claim your product is sustainable or green, back it up with honest evidence. Greenwashing typically uses language, not numbers. Genuinely sustainable companies will have the data and metrics to back up their claims. Your customers will have more confidence in a green product claiming \u201c87.9% powered by renewable energy\u201d than lofty marketing that says, \u201cmade with nature in mind.\u201d\u00a0<\/p>\n 4. Let visibility and the market help tell your story.<\/strong>\u00a0If you\u2019ve done the work to operate more sustainably and you can prove it, make it a part of your marketing\u2014share a peek into your practices and supply chain on your blog social media or share an annual sustainability report. Nothing builds stakeholder loyalty better than a company that backs up its environmental claims.\u00a0<\/p>\n Want help with your anti-greenwashing efforts?\u00a0<\/span>Start\u00a0<\/span><\/a>your sustainability journey today.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n [\/et_pb_text][\/et_pb_column][et_pb_column _builder_version=”4.17.6″ _module_preset=”default” type=”1_5″][et_pb_sidebar _builder_version=”4.17.6″ _module_preset=”default” hover_enabled=”0″ sticky_enabled=”0″][\/et_pb_sidebar][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n<\/span>","protected":false},"excerpt":{"rendered":" Greenwashing is: A deception tactic\u2014whether intentional or accidental\u2014employed by companies that can cause customers to believe its products, services, or mission are more environmentally impactful than is true. What Is Greenwashing? Greenwashing is when a company purports to be environmentally conscious for marketing purposes but actually isn\u2019t making any notable sustainability efforts. in fact in […]<\/p>\n","protected":false},"author":70,"featured_media":230220,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":" Greenwashing is when a company purports to be environmentally conscious for marketing purposes but actually isn\u2019t making any notable sustainability efforts. in fact in many cases quite the reverse happens frequently in Guanacaste as I will note here<\/p>\r\n\r\nFuture-proof your business by fighting climate change<\/h2>\n<\/div>\n<\/div>\n<\/div>\n
How to spot greenwashing\u00a0\u00a0<\/h2>\n
1. Changes to branding<\/strong><\/h4>\n
2. Claims of legitimacy<\/strong><\/h4>\n
Problems with greenwashing\u00a0\u00a0<\/h2>\n
How to avoid and prevent greenwashing\u00a0\u00a0<\/h2>\n
What Is Greenwashing?<\/h1>\r\n
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What is greenwashing?<\/h2>\r\nEnvironmentalist Jay Westerveld coined the term \u201cgreenwashing\u201d in 1986, in a critical essay inspired by the irony of the \u201csave the towel\u201d movement in hotels that had little impact beyond saving hotels money in laundry costs. The idea emerged in a period when most consumers received their news primarily from television, radio, and print media, so they couldn\u2019t fact-check the way they could today.\r\n\r\nCompanies that have engaged in greenwashing on a wide scale have made headlines over the years. In the mid-\u201980s, for example,\u00a0oil company Chevron<\/a>\u00a0commissioned a series of expensive television and print ads to broadcast its environmental dedication. But while the now-infamous \u201cPeople Do\u201d campaign ran, Chevron was actively violating the\u00a0Clean Air Act<\/a>\u00a0and\u00a0Clean Water Act<\/a>, as well as spilling oil into wildlife refuges.\r\n\r\nChevron was far from the only corporation making outrageous claims, unfortunately. In 1991, chemical company DuPont announced its double-hulled oil tankers with\u00a0ads featuring marine animals<\/a>\u00a0prancing in chorus to Beethoven\u2019s \u201cOde to Joy.\u201d It turned out the company was the\u00a0largest corporate polluter in the U.S.<\/a>\u00a0that year.\r\n
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Did you know?<\/strong>\u00a0A whopping 83% of Americans are concerned about the environmental impact of products they buy and say\u00a0it\u2019s important for companies to design more environmentally friendly products<\/a>.<\/p>\r\n\r\nHow greenwashing harms a brand\u2019s reputation<\/h2>\r\nGreenwashing has changed over the last 20 years, but it\u2019s certainly still around. As the world increasingly embraces the pursuit of greener practices, corporations face an influx of litigation for misleading environmental claims.\r\n\r\nFor example, the Alliance to End Plastic Waste (AEPW) \u2013 a Singapore-based nonprofit backed by big oil and chemical companies such as Shell, ExxonMobil, and Dow \u2013 claims to be spending $1.5 billion to clean up plastic waste in developing countries. Despite this supposed goal, AEPW not only failed to honor its promise to clean up the Ganges River in India, but its member organizations went forward with plans to produce even more plastic.\r\n\r\nEven the bottled water industry tries to overrepresent its greenness. How many plastic bottles have you seen with colorful images of rugged mountains, pristine lakes and flourishing wildlife printed on their labels?\r\n\r\n\u201cThe core theme has stayed the same,\u201d said Philip Beere, vice president of marketing at Sightline Payments. \u201cThe No. 1 violation is embellishing the benefit of the product or service.\u201d\r\n\r\nBeere said he believes greenwashing is rarely caused by malicious plots to deceive \u2013 usually it\u2019s the result of overenthusiasm.\r\n\r\nIt\u2019s easy to see why marketers are enthusiastic: According to\u00a0GreenPrint\u2019s 2021 Business of Sustainability Index<\/a>, 64% of Gen X consumers would spend more on a product if it comes from a sustainable brand, and that figure jumps to 75% among millennials.\r\n
Did you know?<\/strong>\u00a0Greenwashing has a cost. According to a\u00a0GreenPrint survey<\/a>, more than half (53%) of American consumers \u201csometimes\u201d or \u201cnever\u201d believe companies\u2019 environmental claims.<\/p>\r\n\r\nHow to avoid greenwashing<\/h2>\r\nIf consumer demand for sustainability is the frontier of our transition to a greener, fairer, and smarter global economy, here are 10 basic brand greenwashing tactics to avoid.\r\n
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Key takeaway:<\/strong>\u00a0Consumers have deep relationships with brands<\/a>\u00a0they trust. Even if you\u2019ve\u00a0built a powerful brand<\/a>, nothing destroys trust in a business more than consumers realizing it has been lying to them about something they deeply care about.<\/p>\r\n\r\nTips to avoid inadvertent greenwashing<\/h2>\r\nUse the following strategies to ensure that your company is not greenwashing.\r\n
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Tip:<\/strong>\u00a0Along with prioritizing sustainability, corporate social responsibility includes instituting\u00a0workplace ethics<\/a>\u00a0and participating in philanthropic efforts.<\/p>\r\n\r\nDifference between green marketing and greenwashing<\/h2>\r\nThere\u2019s a fine line between green marketing and greenwashing. Unlike greenwashing, green marketing is when companies sell products or services based on legitimate environmental positives.\r\n\r\nGreen marketing is generally practical, honest, and transparent, and it means that a product or service meets the following criteria:\r\n
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Transparency and corporate social responsibility<\/h2>\r\n\u201cGreenwashing is actually in a corporation\u2019s best interest,\u201d said Deandra Jefferson, former office manager for a sustainability organization that she requested go unnamed, in an interview with Business News Daily. \u201cAlthough the concept of\u00a0corporate social responsibility<\/a>\u00a0exists, it is very rare that corporations actually live up to [it], and when they do, it\u2019s a surface-level effort to make themselves look good.\u201d\r\n\r\nIn other words, greenwashing benefits a corporation only when it successfully deceives its customers. Transparency can bridge the gap between artificial and genuine concern for the environment.\r\n\r\nOne example of transparency is activist outdoor clothing retailer Patagonia. Unlike most companies, Patagonia doesn\u2019t sugarcoat its use of chemicals or the fact that it leaves a footprint. The company\u2019s sustainability mission is described as a \u201cstruggle to become a responsible company.\u201d\r\n\r\n\u201cWe can\u2019t pose Patagonia as the model of a responsible company,\u201d its website reads. \u201cWe don\u2019t do everything a responsible company can do, nor does anyone else we know. But we can tell you how we came to realize our environmental and social responsibilities and then began to act on them.\u201d\r\n\r\nDo your best to tell your company\u2019s sustainability story and avoid greenwashing. It\u2019s a dirty practice, and we all know how costly a trip to the cleaners can be.\r\n\r\nJennifer Dublino and Adryan Corcione contributed to the writing and reporting in this article. Source interviews were conducted for a previous version of this article.<\/i>\r\n\r\n\u00a0\r\n\r\n\u00a0\r\n\r\n<\/div>\r\n<\/div>\r\n
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