What is greenwashing?
Greenwashing is a term used to describe the perception of consumers that they are being misled by a company regarding the environmental practices of the company or the environmental benefits of a product or service. It is a deceptive use of green PR or green marketing. The term green sheen has similarly been used to describe organizations which attempt to appear that they are adopting practices beneficial to the environment. “Six Sins of Greenwashing” In December 2007, environmental marketing company TerraChoice gained national press coverage for releasing a study called “The Six Sins of Greenwashing,” which found that 99% of 1,018 common consumer products randomly surveyed for the study were guilty of greenwashing.
“Greenwashing” is a term used in the industry to describe overinflated or inaccurate environmental claims. In today’s industry, greenwashing claims are rampant and devalue the entire industry. Certifications are taken seriously by trade organizations as well as educated consumers. Certifications are the easiest way to defend against greenwashing claims. Unfortunately, the certification market is highly fragmented and disjointed. Being able to navigate the market and select the appropriate certifications can be very confusing even to the most savvy industry professionals. Matching the right certification to the right market is more of an art form than a science. Furthermore, building certifications like LEED, Energy Star, Green Globes, Earthcraft, and NAHB Green Guidelines all constantly change their referenced certifications and thresholds. Additionally, they each cater to very different markets.
Greenwashing is a marketing technique in which a company falsely claims environmental responsibility. As more and more consumers are concerned about sustainability and the environment, a growing number of corporations have stepped up, claiming to be improving their environmental practices and reforming their industries. While this may certainly be true in some cases, many of the claims of environmental stewardship made by companies are actually false, or at the very least extremely misleading. The term is a portmanteau of “whitewashing,” in the sense of covering up misdeeds, and “green,” a common term used to refer to environmentally sound practices. The green movement encompasses food sources, building, energy, and everything in between, and it also represents a substantial source of potential income. A growing number of citizens, especially in the First World, are willing to pay a premium for “green” products. In addition to environmentally sensitive companies who are genuinely tryin
Unfortunately in this day and age there are companies that mislead customers by making false claims about a green product or service as an outlet to market and/or sell their product. The term for this practice is greenwashing, also known as green sheen. TerraChoice, a North American environmental marketing agency, has devised the Six Sins of Greenwashing. This list of six can be applied any product or service that is believed to be green. 1. Hidden Trade-Off – This is when companies focus on one step of the process that they have made environmentally friendly when in fact the production, transportation, etc… may not be green at all. 2. No Proof – Companies should always be able to provide certificates, test results, etc… either through their website, the mail and even over the telephone. 3. Vague Claims – Similar to tell sin number one, this is when companies tell the truth but not the whole truth. They don’t elaborate on their claim; earth-friendly and chemical-free are examples of va
Greenwashing is when companies overhype the positive environmental impact of their products or policies. Tsk-tsk. This is what we assiduously try to steer clear of on Ecobunga! There are many good resources out there on how to spot greenwashing. Take some time to learn more – you’ll be glad you did.
