It is more important than ever for businesses to be responsible it when it comes to sustainability. Many companies are committed to ensuring sustainable working practices to reassure consumers and contribute to a greener future.
But how can you tell which companies are merely using sustainability as a cloak of concealment to exploit environmentally conscious consumerism? Greenwashing is not a new phenomenon, but it is on the rise – here’s what you need to know.
What is Greenwashing?
Greenwashing is the practice of marketing and advertising deceivingly to lead the public to believe that a corporation is environmentally responsible and committed to sustainability. This façade often directly contradicts a company’s sustainability record and is used to appeal to the environmentally conscious consumer.
The term is a nod to the concept of whitewashing and was coined in 1986 by Jay Westerveld, a prominent environmentalist, who examined the less-than-sustainable practices of the hotel industry. Westerveld’s critical essay exposed the industry for its use of placards in hotel rooms that misrepresented the actual commitment of these entities to sustainability.
When did Greenwashing begin?
Greenwashing was rife in the 1980s, when, compared with the fact-checking technologies we have today, the public access to information was relatively restricted. With television, radio and newspapers bursting with advertisements, consumers were bombarded with a message that corporations were adopting environmentally-responsible practices, when in many instances, this was not the case.
A case of particular prominence was the 1980s Chevron advertising campaign, “People Do”; employees of the oil company were painted as animal-lovers and environmentalists despite a contentious sustainability record.
Sadly, this is not an issue that we have left in the eighties. Greenwashing continues to exist in today’s society and has actually become more sophisticated. With social media platforms and online advertising mediums becoming increasingly popular in the business world, companies have adapted their marketing strategies to connect with consumers more than ever before.
Tips to avoid buying into Greenwashing
Check the statistics
If you are looking to be environmentally conscious when you shop, make sure you look too see if the statistics support a company’s claims to be environmentally conscious, before you commit to handing over your hard-earned cash. Businesses committed to sustainability will proudly showcase the figures that substantiate their claims. These statistics not only hold them accountable but are also concrete evidence rather than vague promises.
Look at the overall sustainability of the brand
It is possible for a business to release an advertisement or marketing campaign that supports sustainability, but this does not necessarily mean that they have a good record when it comes to environmental practices. Before investing in a brand, remember that those genuinely building a sustainable future will embrace sustainability in every area of their business.
Contact the business if you are unsure
If you are unsure about the environmental impact of your purchase or concerned that a brand does not share your commitment to sustainability, you could contact them directly to get any questions you might have answered. Most businesses have several channels of communication online and genuinely sustainable brands will be happy to reassure you.
Green Marketing vs. Greenwashing
Despite the disheartening existence of Greenwashing, it is reassuring to see that the majority of companies are genuinely working towards greener practices. The difference between Green Marketing and Greenwashing is slight, but there are some important distinctions to be made. Green Marketing is the marketing of products based on a legitimate record of environmental practices and is transparent. Business News Daily list some of the key criteria for a product or service to be considered green:
To ensure that companies are Green Marketing rather than Greenwashing, it is important to not be misled by labels than draw in the green-minded consumer such as “natural” and “organic”. We have to look past the surface to see what lies beneath.
Choose sustainability
It is uplifting to see how many companies are genuinely committed to selling eco-friendly products, lowering carbon emissions and adopting sustainable practices, but there are many out there that will exploit the growing demand for environmentally conscious practices. To ensure that you continue to shop responsibly, it is vital to be aware of Greenwashing to avoid falling victim to this corporate deception. Collective action is essential as we look to build a greener future, and environmentally conscious consumerism is an important piece of the puzzle.
Featured Image: © Mert Guller
