Everything about Greenwashing totally explained
Greenwash (a
portmanteau of
green and
whitewash) is a term that's used to describe the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service. The term
Green sheen has similarly been used to describe organisations which attempt to appear that they're adopting practices beneficial to the environment.
Usage
Greenwashing was coined by suburban NY enviromentalist Jay Westerveld in 1986,
in an essay regarding the hotel industry's practice of placing green placards in each room, promoting reuse of guest-towels, ostensibly to "save the environment".
Westerveld noted that, in most cases, little or no effort toward waste recycling was being implemented by these institutions, due in part to the lack of cost-cutting effected by such practice.
Westerveld opined that the actual objective of this "green campaign" on the part of many hoteliers was, in fact, profit increase.
Westerveld hence monikered this and other outwardly environmentally-conscientious acts with a greater, underlying purpose of profit increase as
greenwashing.
The term is generally used when significantly more money or time has been spent advertising being
green (that is, operating with
consideration for the environment), rather than spending resources on environmentally sound practices. This is often portrayed by changing the name or label of a product, to give the feeling of nature, for example putting an image of a forest on a bottle of harmful chemicals. Environmentalists often use
greenwashing to describe the actions of energy companies, which are traditionally the largest polluters.
A commonly cited example of greenwashing is the
George W. Bush Clear Skies Initiative, which environmentalists have argued actually weakens air pollution laws.
Norway's
consumer ombudsman has targeted automakers who claim that their cars are "green", "clean" or "environmentally friendly" with some of the world's strictest advertising guidelines. Consumer Ombudsman official Bente Oeverli said: "Cars can't do anything good for the environment except less damage than others." Manufacturers risk fines if they fail to drop the words. Oeverli said she didn't know of other countries going so far in cracking down on cars and 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. According to the study, the six sins of greenwashing are:
- Sin of the Hidden Trade-Off: for example “Energy-efficient” electronics that contain hazardous materials. 998 products and 57% of all environmental claims committed this Sin.
Sin of No Proof: for example Shampoos claiming to be “certified organic,” but with no verifiable certification. 454 products and 26% of environmental claims committed this Sin.
Sin of Vagueness: for example Products claiming to be 100% natural when many naturally-occurring substances are hazardous, like arsenic and formaldehyde (see appeal to nature). Seen in 196 products or 11% of environmental claims.
Sin of Irrelevance: for example Products claiming to be CFC-free, even though CFCs were banned 20 years ago. This Sin was seen in 78 products and 4% of environmental claims.
Sin of Fibbing: for example Products falsely claiming to be certified by an internationally recognized environmental standard like EcoLogo, Energy Star or Green Seal. Found in 10 products or less than 1% of environmental claims.
Sin of Lesser of Two Evils: for example Organic cigarettes or “environmentally friendly” pesticides, This occurred in 17 products or 1% of environmental claims.
Further Information
Get more info on 'Greenwashing'.
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