Greenwashing means misleadingly portraying products, services, companies, or policies as more environmentally friendly or sustainable than they are. The term “greenwashing” is a blend of “green,” which is often associated with eco-friendliness, and “whitewashing,” which means to cover up or gloss over negative information.
For example, Company X may claim its products are eco-friendly because they are made of recyclable materials. However, creating such products may consume immense energy, emit harmful gases, and generate sizeable landfill waste. Though the negative aspects of production likely outweigh recyclability, the company advertises its products as environmentally friendly.
Greenwashing can be intentional or unintentional. In the previous example, Company X may include environmental jargon on its product labels to intentionally mislead customers into thinking that buying items made with recyclable materials is inherently eco-friendly. Upon seeing the jargon, customers may purchase the product over others because they believe they are helping the environment. However, if the product never makes it to a recycling bin or the materials recovery facility rejects it, the product is discarded as waste and sent to a landfill, incinerator, or other destination. Though Company X is not responsible for the customer or material recovery facility’s actions, it intentionally greenwashes its products by emphasizing that they’re “made from recyclable materials” despite their unsustainable production and unlikely recycling.
People who intentionally greenwash use environment-conscious trends to achieve other gains, such as profit and popularity. Companies make product claims and release corporate responsibility reports to boost revenue. Politicians discuss sustainability in campaign speeches to appeal to voters. Consumers outwardly display environmentalism as a social status. Regardless of knowledge and understanding, such people leverage environmental concerns for personal benefit.
Unintentional greenwashing indicates that people are misinformed or uninformed. For example, salespeople who value recycling may push products from Company X over non-recyclable alternatives because they want to promote environmental consciousness among customers. They might use the same jargon as Company X, not realizing the company’s production contradicts their intentions. Such salespeople unintentionally greenwash their business and Company X’s products because they’re misinformed or unaware of the bigger picture.
But those who unintentionally greenwash aren’t absolved from responsibility. All people must learn to question and seek truthful answers to remain informed and skeptical of claims.
Also, greenwashing isn’t limited to product advertising. Entire brands and companies can be greenwashed. Policies and legislation can be, too. Greenwashing tactics can divert attention away from negative events, influence public opinion, and create social and political divides.
Consumers can reduce vulnerability to greenwashing tactics by being curious, questioning environmental-related claims, and stepping back for a broader view.
