What is Greenwashing
It is a term used to describe the practice of certain companies in giving a twist to the presentation of their products and / or services to make them look environmentally friendly.
Some of you have probably heard of GREENWASHING or GREENWASHED. However, we have met many people who have never heard it or have heard it, but are not clear about it. That is why we decided to write this post.
GREENWASHING is basically a practice in which companies use advertising and communication to make a product look more sustainable, more respectful with the environment, greener than it really is. When they tell us: “you are being GREENWASHED”, in reality what they are telling us is that it is most likely that this product is not as sustainable as you perceive it.
Brief history of greenwashing:
In the mid-1960s, when companies noticed that the consumer gave importance to issues such as caring for the environment, saving water and not using toxic pollutants, they began to create million-dollar advertising campaigns around these issues. Many times, these campaigns required a higher value than was invested in solving the real problems. In the worst case, there was no investment in the real issues at all.
Today GREENWASHING is still evident in many companies and products. This is why we want to share the 7 sins of GREENWASHING with which you can realize if you are being GREENWASHED:
- Sin of convenience: They only communicate the part that benefits them to be considered sustainable, even knowing that this is a small part of who they are.
- Lack of evidence: It is not possible to prove that what they say is true, the certifications are unknown and there is no way to be held accountable.
- Vagueness: The sustainable attribute is defined so broadly that it allows for different interpretations.
- Fake labels: The same company creates / uses stamps or labels without any validity.
- Irrelevance: The company may have the ideal of generating an impact but the chosen approach does not generate a real impact.
- The lesser of two evils: A clear example of this would be sustainable cigarettes, where by giving a touch of sustainability, they seek to overshadow the greater evil of the product.
- Lie: When something is simply communicated that is not true.
We invite you to learn about greenwashing and to become an expert by identifying it!