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'Greenwashing': What Is It and Why Does It Matter?
'Greenwashing': What Is It and Why Does It Matter?

As we try to do our bit to help the environment, it’s a good idea to look out for ‘greenwashing’. Wondering what greenwashing is? Read on.

Updated over a week ago

What is greenwashing?

You might think that greenwashing sounds like a good thing, after all, many products and services these days play up their green credentials.

In actual fact, when a company ‘greenwashes’ their product or service, what’s really happening is that they spend more time, money, and effort on promoting it as environmentally friendly - than on actually minimising the impact their products have on society and the planet.

‘Greenwashing’ is a way to convince consumers about the ‘green’ benefits of what a company sells - whilst glossing over the negative aspects.

But it’s not just limited to companies, the term has also been used for some governments and politicians when they make unsubstantiated claims.

How can you avoid being ‘greenwashed’?

As we move towards a more socially conscious society, many of us are willing to spend more on companies and brands that we believe to be ethical. Companies know this and will try different tactics to get hold of our hard-earned cash.

When you see or listen to an advert, read an article, or watch a brand or company video, take a few minutes to consider the following:

  • Do any ‘green’ terms used actually mean anything? Words with vague meanings, such as ‘eco-friendly’, ‘sustainable’, ‘organic’, and others don’t offer any real information about a company’s supply chain, manufacturing processes, and employment practices.

  • How ‘green’ or ethical are their claims? Maybe they make ‘green’ products but contaminate in other ways, or their outsourced workers at home and abroad are not paid a fair wage.

  • Use of images that don’t fit in with their corporate image: this is often the case with mega-corporations and industries, such as fossil fuels, vehicles, fashion, and airlines.

  • Language that doesn’t make sense: just because you’ve been bamboozled by their scientific claims doesn’t mean that you should accept these at face value.

  • Untruths: we often don’t have time to fact-check all their claims, but a quick check online of a few may be all you need.

What about a company’s Corporate Social Responsibility (CSR) program?

It’s easy to find the details of a CSR program on a company website, but that doesn’t mean you should take the content as factual. It’s common for CSR programs to include statements of intent, rather than policies that have been implemented already.

However, many CSR programs are becoming greener, so check for investments aimed at carbon neutrality, fair trade, a living wage for all workers (including those working for suppliers), and other initiatives.

Beware of companies that tag on to the latest social campaign without any real tangible CSR program to support it.

What can consumers do about greenwashing?

Companies greenwash because they can get away with it. But as consumers, we should be on our guard. Use resources such as consumer organisations, environmental charities, or advertising standards bodies to report any cases you find of ‘greenwashing’.

Remember, as a consumer your most powerful tool is to change your spending habits. If consumers spend less with companies that engage in the practice of ‘greenwashing’, these negative practices should reduce over time.

Take the time to research and utilise companies that you feel mirror your own values.

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