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Recently, I came across startling statistics: 25% of climate-related risks from September 2022 to September 2023 were attributed to greenwashing, as reported by RepRisk. Greenwashing is a deceptive practice that occurs when companies falsely market their products as eco-friendly. In reality, these claims often mask harmful environmental impacts. In this article, we'll explore the concept of greenwashing and provide tips on how to identify and avoid falling prey to companies engaging in this misleading behaviour.
What is Greenwashing all about?
Greenwashing is a malpractice of companies or brands to showcase themselves as environmentally conscious, but in reality, they might be the major contributor for environmental degradation.
In 1986, Jay Westerveld, a student who later became an environmentalist, introduced the term "greenwashing" in one of his essays. Probably, he created this term from an observation he made at a hotel in Fiji, which encouraged guests to reuse towels as part of its purported environmental efforts. However, Westerveld discovered that the hotel's eco-friendly policy was contradicted by its proximity to an environmentally sensitive island and also its ongoing expansion plans.
Greenwashing has been going on for many decades. You may have also noticed such ads on TV & magazines or on reels flashing social media. But we easily get misled due to their deceptive marketing tactics.
5 Easy Tricks to Spot Greenwashing and Avoid it
Look for specifics : a genuine planet friendly brand will always provide detailed information on their environmental claims. If you find something ambiguous in the product description, then it's no good.
Check for Third Party Certifications : There are various independent organisations such as Fair Trade Certified, Forest Stewardship Council, Energy Star, and so on, which examines and verifies the product's environmental claims Check for such eco-labels or certifications while purchasing products. Beware of any self-made, false certifications.
Look out for green imagery : Many organisations widely use green colours or images of trees and leaves to emotionally connect with the customers. This tactic can be a major advantage for greenwashers, as consumers may overlook their certifications and claims once they see a green logo. Do always check the valid certifications along with the logo.
Read in between the tags : Many times, greenwashers use words such as non-toxic, natural, and not tested on animals to garner the attention of the customers. But, these companies might not have any proof to claim it. Always read about their goals and environmental records.
Evaluate the product : Always consider the environmental impact of the product. Before buying any product, consider its energy efficiency, consumption of water resources, carbon footprint, waste management techniques, and GHG emissions.
There should be combined efforts of government, companies & consumers to fight against greenwashing. Companies should have transparency in their environmental records. Independent and legit organisations should also check their claims and award eco-labels and certifications.
In addition, there should be government regulations and standards to mitigate greenwashers. In the end, there should be awareness and education amongst the customers. Increased awareness can help the audience to identify misleading, false claims of the greenwashers.
In the coming weeks, we'll be unveiling companies that engage greenwashing, so keep an eye out and stay connected with www.ecotantram.com for updates!
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