We have all heard politicians, large companies, or some organization touting environmentally friendly causes. Did you believe their claims to only find out later that what they were claiming had no merit? If so, then you’ve been greenwashed. Greenwashing is the ability of dishonest groups, individuals or businesses to make misleading claims about a product, process, new technology or service as being beneficial to the environment, when in fact it is not.
The Bane of Greenwashing
Greenwashing is synonymous with misleading marketing. It deceives consumers into believing that the product being sold is an eco friendly one. Some companies that are desperate to win the hearts of consumers, even with their terrible environmental record, use greenwashing to appear more environmentally conscious. Others merely stretch the truth to make themselves stand out above the crowd.
Despite all these rampant wrongful advertising green campaigns, there is still hope in stopping these greenwashers. Government agencies and non-profit organizations are closely watching potential and existing greenwashers. The U.S. Environmental Protection Agency (EPA), United States Fish and Wildlife Service, Intergovernmental Panel on Climate Change, United Nations Environment Programme and Earth System Governance Project are some of the groups who aim to prevent false eco marketing. You can also help by questioning green marketing techniques that seem unlikely and patronizing only accredited eco friendly companies.
The moment that a company gets away with its greenwashing techniques, other companies are likely to follow. Eventually, many companies will make false green claims just to increase revenues at the expense of the environment and the consumers.
Some Applied Greenwashing Tricks
Most greenwashers flaunt questionable certifications on their supposedly environmentally friendly products. They make advertising claims as being “green” or “eco friendly” without merit. One example of such promoting was in 2004, when Ford Motor Company advertised their company as producing green vehicles and having cleaner factories. They omitted the fact that they would only be producing 20,000 Hybrid SUVs every year, but would be making 80,000 F-series trucks every month. The same year, the EPA also announced that Ford was the worst fuel economy automaker.
Another greenwashing trick on the rise is the use of the color green on the packaging and in marketing campaigns. This is usually accompanied by a green leaf, a spot of grass with a lonely tree or other similar environmental imaging. This misleading practice is an intentional way of insinuating a more eco friendly product. However, be sure to look for an independent green certification or a neutral third party verification of these assertions.
This practice of greenwashing also discredits legitimate green businesses. Not all companies are greenwashers, but if consumers are made to believe that every eco friendly claim by a company is a greenwash, then it might cast doubt on all eco friendly products.
