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Greenwashing: what is it and how to spot it

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Greenwashing: what is it and how to spot it

In an era where environmental consciousness is a global movement rather than just a trend, the term ‘greenwashing’ has emerged as a dark cloud casting a shadow over genuine sustainability efforts. Some companies – eager to capitalise on the growing demand for eco-friendly products and practices – have resorted to misleading consumers about the environmental benefits of their products or services. This blog post aims to explain this shady practice and offers some tips on how to identify and avoid it, ensuring your green choices are genuinely beneficial to the planet.

Definition and origin of greenwashing

The portmanteau of ‘green’ and ‘whitewashing’ refers to the practice of companies presenting a misleading perception that their products, aims or policies are environmentally friendly. This deceptive marketing strategy capitalises on the increasing consumer demand for environmentally sustainable goods and services. The term was coined in the 1980s by environmentalist Jay Westerveld in response to hotels promoting the reuse of towels as part of an environmental conservation effort, which, paradoxically, was more about saving costs than conserving water or energy. Since then, greenwashing has evolved into a widespread issue across industries, from fashion to food to fossil fuels, as companies attempt to appear eco-conscious without implementing substantive environmental practices.

Examples of greenwashing

Greenwashing takes many forms across various sectors. In the fashion industry, a brand might claim its clothing line is ‘sustainable’ without disclosing that only a small percentage of the materials used are eco-friendly. The automotive industry sees manufacturers advertising vehicles as ‘clean’ or ‘green’ despite only minimal improvements in emissions or fuel efficiency. In the energy sector, oil and gas companies often highlight their investments in renewable energy while the bulk of their business remains deeply rooted in fossil fuels. These examples illustrate the nuanced ways in which companies can manipulate their environmental image, often overshadowing the more significant, systemic changes needed to truly reduce their ecological footprint.

How to spot greenwashing

Identifying greenwashing requires a discerning eye and a healthy dose of scepticism. Here are some tips to help spot deceptive practices:

  • Vague claims
    Be wary of products labelled with broad terms like ‘eco-friendly’, ‘natural’ or ‘green’ without specific information or certification to back them up.
  • Lack of proof
    Watch out for any unsubstantiated claims, such as an exaggeration of the use of recycled materials or reductions in carbon emissions. Companies genuinely committed to sustainability will provide transparent evidence of their environmental claims, such as third-party certifications or detailed reports on their sustainability efforts.
  • Irrelevant claims
    Some products boast environmental benefits that are unrelated to their overall impact, such as an ‘VOC-free’ aerosol spray, which still poses significant environmental risks. Similarly, a company might advertise its use of renewable energy while its main products considerably contribute to pollution or waste.
  • Lesser of two evils
    Products may be marketed as ‘greener’ options despite still being harmful to the environment, like fuel-efficient SUVs that are still less efficient than smaller cars.
  • Misleading imagery
    Pictures of nature, animals or earthy colours can imply a product is more environmentally friendly than it is. Always look beyond the packaging to the actual product attributes and company practices.

Being informed and viewing marketing claims with a critical eye can help you make more environmentally responsible choices and support businesses that are genuinely committed to sustainability. As awareness of greenwashing grows, there will be increasing pressure and more regulation on companies to substantiate their claims, leading to more authentic and meaningful environmental practices.

What you need to know about ‘green’ products.