What is Greenwashing?
Greenwashing - What is it and why does it matter?
Greenwashing is when a company markets a product or service in a deceiving ‘eco-friendly’ light, without actually living up to their environmental image. With sustainability becoming a highly popular concept in recent decades [1], it is no surprise that we’re now seeing large corporations adopt a ‘green’ image, genuine or not.
We see this type of deception present itself in a number of ways, it may be ambiguous claims, omission of crucial information, or even bold lies [2]. In the food industry, greenwashing thrives on the connotation that green means good, better for you and ethical. Savvy marketing and branding can mislead us to believe we are opting for sustainable products, contributing to the wider confusion surrounding ‘eco-friendly’ diets.
Are you used to seeing brands present green packaging, vague information & popular buzzwords? These can all be examples of greenwashing at play.
Why is greenwashing an issue?
Misleading packaging, advertisements and brand imagery is nothing new, so why is greenwashing a concern? The issue arises when consumers feel a false sense of ‘doing good’ and may be more likely to re-purchase or promote a product they feel is truly sustainable and eco-friendly. Of course, there are brands and businesses out there that do partake in sustainable practices and present an authentic image, but these can be hard to spot.
In nutrition, greenwashing also poses a problem when it comes to dietary choices. The line between environmental health and our own is blurred, positive emotions relating to the environment can merge with our perception of how healthy a product is [3].
How to spot Greenwashing in action
Greenwashing is intentionally difficult to identify, but here are a few common warning signs.
1) Misleading certifications.
Logos like the vegan society, fair trade etc are legally protected, but there is nothing stopping a brand from emulating a similar claim and appearing aligned with well trusted organisations.
2) Popular buzzwords.
Sadly, a number of once credible words have been adopted by distorted marketing campaigns.
·Earth Friendly
·Cruelty-Free
·Free-range
·All-natural
·Clean
·Sustainable
3) Brands which only sell a handful of ‘sustainable’ products.
Whether it be jeans or chocolate, companies with a very limited selection of such products may be intentionally presenting an ethical image to appeal to ‘eco-conscious’ consumers, without genuine actions.
The bottom line
To achieve a truly sustainable product or service, a wider lens on sustainability is needed. Care for the environment and awareness of our personal impact is valuable, but without holding corporations to account for intentionally deceiving consumers, the problem will persist. We deserve truthful and evidence-based messaging to encourage informed choices, how can we alter our purchasing habits without knowing what to look for? This deliberate mix of unfounded claims and dishonest branding is directly what fuels the confusion surrounding truly eco-friendly choices.
Helpful Resource
https://www.ethicalconsumer.org/ - Great online tool to find evidence based advice on sustainability claims and practices.
References
[2] De Freitas Netto, S.V., Sobral, M.F.F., Ribeiro, A.R.B. and Soares, G.R.D.L. 2020. Concepts and forms of greenwashing: a systematic review. Environmental Sciences Europe. 32(1).
Written by: Caitlin O’Nions