It is a term used to describe the practice of certain companies by turning 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 they are not clear about it. That's why we decided to write this post.
It is basically a practice in which companies use advertising and communication to make a product look more sustainable, more respectful of the environment, greener than it really is. When they tell us: “you are being GREENWASHED”, what they are really telling us is that the product is most likely not as sustainable as you perceive it to be.
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How to know if it is green washing
In the mid-1960s, when companies noticed that consumers 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 topics. Many times, these campaigns required a higher value than what was invested in solving the real problems. In the worst case, there was no investment in the real problems at all.
Today it 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 falling into this mistake:
- Sin of convenience: They only communicate the part that benefits them to be considered sustainable, even knowing that this is a minimal part of what 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 of being held accountable.
- The Vagueness: The sustainable attribute is defined so broadly that it leaves room for different interpretations.
- False labels: The same company creates/uses seals 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 it a touch of sustainability, the aim is 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 become an expert identifying it!
At Madre Tierra we are committed to the environment. We not only seek to reduce the impact of the textile industry with our clothes made from recycled plastic bottles, but we also encourage people to change their lifestyle and be part of the sustainable fashion. Join the change! Together we can save the planet.