In today's world, it seems like everyone is trying to be more sustainable. But with so many companies making claims to be greener, it can be hard to know who and what to trust. That's where greenwashing comes in - aka tactics used by companies to market themselves as environmentally friendly when they are not. |
Let’s start with a little game.
Which of the following examples of greenwashing are real?
- Innocent Drinks: called out for misleading consumers about their environmental impact and recycling because they're owned by the world’s biggest plastic polluter, Coca Cola.
- Nestlé: accused of greenwashing its bottled water products, which often come from unsustainable sources.
- Coca Cola: accused of greenwashing its plastic recycling initiatives, which have been criticised for being ineffective.
- Shell: accused of greenwashing its climate change commitments, which have been criticised for being wildly insufficient.
- Nike: accused of greenwashing its sustainability efforts, which have been criticised for being focused on marketing rather than real change.
- Volkswagen: Falsified emissions tests by fitting various vehicles with a “defect” device, which is software that could detect when it was undergoing an emissions test and subsequently altered the performance to reduce the emissions level.
How did you get on?
This quick explainer of greenwashing might help you:
This quick explainer of greenwashing might help you:
Greenwashing is when companies make false or misleading claims about the environmental benefits of their products or services. It misleads consumers and undermines the credibility of companies that are committed to sustainability.
Now, you know exactly what greenwashing means, take another look at the list above and see if you want to reconsider any of your answers and we’ll reveal them below.
The shocking truth is that all of the examples above are real. Sadly, we’re not kidding! Greenwashing is widely used in marketing to boost company reputations and make people buy their products.
But you can avoid being caught out!
Whether you're a consumer who wants to make sure you're making green choices or a business owner who wants to avoid greenwashing, check out this quick guide:
Recognise signs of Greenwashing
1. Watch out for these common buzzwords - and when you see them, look beyond the word for proof or action.
2. Beware of branding
3. Beware of vague statements
- biodegradable (often an item is only biodegradable under very specific conditions which aren't often created by, for example, your average compost bin).
- recyclable (a company can claim that its products are "recyclable" when they are actually not recyclable in most communities).
- environmentally friendly (this is a very vague statement and needs fact checking - 'how is it environmentally-friendly?)
- carbon neutral (a company can claim to be "carbon neutral" but still uses fossil fuels in its operations).
- locally grown/organic/sustainably sourced.
2. Beware of branding
- Companies often use images of trees and leaves in their marketing to simply create the impression that it is environmentally friendly, even though their products are not.
3. Beware of vague statements
- Companies may make vague or meaningless environmental claims, without providing any supporting evidence and hiding the negative environmental impacts of their products or services.
- If you see a company making green claims, fact-check them to see if the claims are legitimate. You can check the company's website, look for third-party certifications, or contact the company directly. Greenwashing is a serious problem, but it's one that we can fight together.
What can you do about Greenwashing?
Fortunately, there are things we can all do to fight greenwashing, such as:
- Be aware of the signs of greenwashing. The more you know about greenwashing, the easier it will be to spot it.
- Do your research before you buy. Make informed choices about the products you buy that will help to protect the environment.
- Support companies that are transparent about their environmental practices. If a company is open about its environmental impacts, it's a good sign that they're not trying to greenwash you.
- Speak up. If you see a company greenwashing, you can let them know in-store, by email, or social media etc.
- Contact your local elected MP and ask them to take action against greenwashing as new legislation can make a difference too.
In the face of greenwashing, an issue most encountered in the corporate world, it's crucial not to let it deter us from our sustainability journey. At JUST ONE Tree, we firmly believe in the power of bold and courageous actions. Let's refuse to let greenwashing limit our potential, impede progress, or instill hesitation. Rather than allowing it to clip our wings, let's use it as fuel to amplify our victories, no matter how small.
By celebrating our achievements, we not only shape the narrative but also create a ripple effect inspiring others to join the cause. It's time to up the ante, recognising that perfection is not the goal. What matters is the direction we're heading in, the continuous improvement, and the collective understanding that we're all on this transformative journey together.
Embrace the journey, support one another, and remember – as long as we move forward, we hold the key to positive change!
By celebrating our achievements, we not only shape the narrative but also create a ripple effect inspiring others to join the cause. It's time to up the ante, recognising that perfection is not the goal. What matters is the direction we're heading in, the continuous improvement, and the collective understanding that we're all on this transformative journey together.
Embrace the journey, support one another, and remember – as long as we move forward, we hold the key to positive change!