Greenwashing! We’ve all heard this word before. But what is it exactly? How does it work? What are the most typical examples of greenwashing? And how can you identify greenwashing?
In this article, you’ll learn everything you need to know about greenwashing and why it’s such an important topic.
Definition of Greenwashing
Greenwashing is an unsubstantiated claim to deceive consumers into believing that a company’s products are environmentally friendly. It refers to the act of portraying an organization (or its products) as environmentally friendly only for the sake of marketing. In truth, the product or service doesn’t have or hardly has any environmental benefits. Actually, they may be operating in damaging ways to the environment while making the opposite claim.
Companies involved in greenwashing might make claims that their products are from recycled materials or have energy-saving benefits. Although some of the environmental claims might be partly true, companies that are engaging in greenwashing typically exaggerate their claims or the benefits in an attempt to mislead consumers.
Types of greenwashing
Greenwashing can be categorized into these 5 types:
Environmental Imageries
Using images of leaves, animals, green packaging, etc. are all ways of classic greenwashing. In truth, genuinely eco-friendly products generally use simpler images and plain packaging.
Misleading labels
Certain products are labelled “Certified”, “100% organic”, etc. without any supportive information to prove the same. There is a good chance that these labels are self-created and self-declared.
Hidden trade-offs
Corporations can put up an act of being environmentally friendly and sustainable but have a very non-environmental friendly trade-off. An example is when clothing companies use “natural” or “recycled” materials while the clothing is actually developed through exploitative conditions. Genuine companies would definitely provide more information on energy, water conditions, greenhouse gas emissions, etc.
Irrelevant claims
Sometimes, you might come across labels that say they are free of certain chemicals. The substance might actually be banned by the law and is irrelevant to advertise as going green. In addition, you might have also come across labels that say, “not tested on animals”. This becomes irrelevant in places like China where testing on animals is required by law.
Lesser of two evils
This refers to when the company’s claim is true within the product category, but a greater risk or environmental impact prevails. An example is a company selling organic cigarettes.
5 examples of greenwashing
1. The “clean” car
Virtually every automaker praises the environmental bravery of its electric, hybrid, or particularly fuel-efficient model in terms of greenhouse gas emissions. These companies “forget” to report the (rarely green) origin of the electricity that recharges the batteries, the problems of recycling the very polluting lithium-ion batteries and there are even scandals of cheating on pollution tests (VW) and other “improved” figures and data.
2. “Clean” energies
All the major world energy players communicate their voluntary intentions of developing their renewable energy grids. Nonetheless, the reality of the facts is that many take opposite positions. During their processes of researching and getting investment, they choose to support and promote energies based on fossil fuels and nuclear power, while, at the same time, washing themselves green by communicating their (often small) investments into renewable energies.
3. “Green” IT
New technologies in general and IT in particular, are a major ally of the environment. They allow saving paper, reducing CO2 emissions by allowing online and remote work, etc. Therefore, many tech companies announce technology as being the planet’s holy grail which is a bit greenwashing. Why? Because tech components make up the tech devices. And these components are made of rare Earth minerals whose exploration (by mining activities) is very ecologically harmful.
4. “Green” airlines
Some airlines are marketing themselves as “green”, for example by using “green biofuels” or by compensating for their emissions. However, none of these is sustainable. Whereas carbon compensations can be a good short-term solution to tackle climate change, many airlines are using them to keep their current, dirty business model. Furthermore, the use of biofuels can actually be more damaging to the climate than the use of conventional fuels.
5. “Sustainable” fashion
There are more and more big fashion players starting to offer so-called “sustainable” clothes. However, in most cases, these companies (often multinationals that are involved in unethical behaviour) are using a few “green” clothes to help sell more “unsustainable” clothing. By buying seemingly “green” products, many consumers are aiming to buy themselves a clean conscience.
Tips to spot greenwashing
In order to avoid getting greenwashed, it’s important to learn how to spot it. Here, you will learn the ways to tell if a company is engaging in greenwashing , and how to tell if a company is actually green.
1. Beware of green packaging
The colour green is often used to give the illusion of environmental friendliness. Green is used to invoke nature, the environment, and ecology, and as consumers become more aware of sustainable practices, companies are using this colour in their packaging without actually changing the environmental impact of their activities.
2. Pay attention to the product composition
It’s important to read the labels carefully and check the composition of the product. Packaging that focuses on telling you what isn’t in the product should be seen as a red flag as this is often used to distract consumers from what is actually in the ingredients list. In cosmetics, a common practice is to emphasise a natural ingredient to give the illusion that the product is not composed of other harmful ingredients.
3. Beware of misleading eco-labels
Labels are often used in an attempt to mislead consumers, as they can be difficult to verify. Some brands create their own labels which claim to be environmentally friendly. However, these labels have no legal standing. Similarly, small, green, logos can be confused with official, eco-friendly labels and just because a product has a green leaf or a green dot does not mean the product is part of a sustainable development approach. Labels are often used to mislead the consumer because they are difficult to detect. Some brands self-create labels claiming to be environmentally friendly. However, these labels have no legal value. Similarly, small green logos can lead to confusion with official labels. A small green leaf or a green dot does not mean that the product is part of a sustainable development approach.
