What do H&M’s ‘Conscious’ label, the Volkswagen Golf TDI ‘Clean Diesel’ campaign and Lufthansa’s CO2 neutral Green Fares have in common? They’re all examples of greenwashing. And they’re not the only ones.
In recent years, as demand for better business and solutions to the climate crisis become more necessary, brands are taking steps to ensure that they’re on the front foot to keep their customers. But it’s not always ethical or even sustainable.
What is greenwashing?
Greenwashing is when a company misleads the public on matters of sustainable initiatives. It’s about being purposefully deceptive to make people believe that a company is doing more for the environment than they actually are. It delivers false solutions that undermine the progress of action to heal the climate crisis, wasting time, energy, effort and resources too.
But greenwashing comes in a number of disguises and under a few different names too, including:
Greenhushing – when a company has sustainable initiatives but deliberately keeps quiet about their sustainability to avoid having someone scrutinise existing policy which is unlikely to live up to needs and expectations. Or when they do not disclose ESG reports as they believe that it will affect funding potential from investors who think sustainability initiatives diminish their returns. It’s a transparency issue.
Green wishing – when a company is ambitious in its hopes to tackle climate change but does not have the plans to back it up. This could be that they sign up to commitments that they do not have the resources to see through. This is an authenticity issue.
Green botching – where the sustainable initiatives in place are poor solutions to the climate crisis. This is an honesty and trust issue.
It’s greenwashing if…
The United Nations (UN) is hot on the tail of those who practice greenwashing. With stringent measures set out to half carbon emissions by 2030 and get to net zero by 2050, it understands the urgency in creating effective climate solutions. It says:
“Greenwashing manifests itself in several ways – some more obvious than others. Tactics include:
- Claiming to be on track to reduce a company’s polluting emissions to net zero when no credible plan is actually in place.
- Being purposely vague or non-specific about a company’s operations or materials used.
- Applying intentionally misleading labels such as “green” or “eco-friendly,” which do not have standard definitions and can be easily misinterpreted.
- Implying that a minor improvement has a major impact or promoting a product that meets the minimum regulatory requirements as if it is significantly better than the standard.
- Emphasizing a single environmental attribute while ignoring other impacts.
- Claiming to avoid illegal or non-standard practices that are irrelevant to a product.
- Communicating the sustainability attributes of a product in isolation of brand activities (and vice versa) – e.g. a garment made from recycled materials that is produced in a high-emitting factory that pollutes the air and nearby waterways.”
What’s the problem with greenwashing?
Greenwashing is not only frustrating for consumers, sharing a deceptive narrative which is hard to reverse, but it also does little to advance solutions to climate change.
Firstly, it allocates resources to the wrong places. People, their time and their money go towards funding and advancing unsustainable strategies, which could even be worse off for the environment. Until it’s stopped, it also continues to perpetuate a negative cycle of doing harm to the planet instead of good.
Depending on how far the message spreads, it can slow the response to climate change meaning that it takes longer to undo thought patterns and implement successful climate solutions.
And all of that together has the knock-on effect of making it harder to recognise genuine action. Consumers have to work harder to work out what makes a green claim authentic.
What can consumers do?
Determining a brand’s eco-credentials is not as simple as taking their word for it. But there are some practical ways that you can decide what is a genuine claim and what is greenwashing. It involves getting serious about what you’re reading.
Look for vague claims and buzzwords like ‘eco-friendly’ and ‘green’. In practice, what do these words mean and how do they apply to the product, company or service you’re considering.
If you can, look for certificates which back up those claims, giving the credentials weight and authenticity.
Fact check what you read. A claim on a plastic bottle might be that it’s ‘fully recyclable.’ This draws the attention away from the fact that the product is a virgin plastic bottle that has been made using fossil fuels and doesn’t account for recycling rates of the product. While the statement may be true, it might not be in the interest of the planet but added to the product with the aim of attracting more sales.
The world of genuine sustainability claims can be overwhelming so there are a number of tools and apps out there to help you sift through information. You can try:
- Good On You which evaluates brands on their ESG principles to help you make smarter fashion choices
- Impact Score® who make it easy to shop sustainably
- Good Fish Guide from the Marine Conservation Association for the most sustainable seafood choices
What can brands do?
While it is up to consumers to make the right choices for themselves, the onus is on brands to come up with robust solutions to climate change that helps. This looks like being clear, honest and unambiguous on goals. It also includes:
- Being accurate
- Backing up claims with evidence or certificates
- Auditing supply chains
- Setting realistic targets
- Regularly sharing ESG reports
Brand obligation is necessary but it can be intimidating to start. At Astraia Collective, we help brands communicate their sustainability strategies confidently, leaving no margin for error or misinterpretation. With our legal advice, we can draft policies to help your business half its emissions or achieve net zero, and our business strategists can help you implement them before our communications team takes the reins to celebrate your wins with pride.
For more information on how we can help, head to www.astraiadigital.com
FAQs
What is greenwashing?
Greenwashing is deliberately misleading the public about green or sustainable claims. The aim is to make a company seem more sustainable than they are in order to remain favourable to their customers and prospects.
How can I avoid greenwashing as a consumer?
As a consumer, it’s important to consider what you are reading and interrogate all the facts. Look for certificates that back up claims and use apps to find alternative suppliers.
How can I avoid greenwashing as a company?
Audit your supply chain, choose honesty over a quick win and back up your claims with evidence.
