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Writer's pictureAlyson Lundstrom

Greenwashing: How To Avoid An EcoManipulator

By Alyson Lundstrom

(Originally published or ZeroMe Sustainability)


Good news! Among the S&P 500 companies listed in 2020, 92% published sustainability reports. These companies are responsible for the vast majority of products, food, and services we use daily. As we move into a time of intense scrutiny corporate carbon footprints, we have begun to see more buzzwords like “earth friendly,”biodegradable,” “sustainable,” and “eco friendly” being woven into brand messaging.


And now the bad news; research by the UK’s Competitions and Marketing Authority (CMA) tells us that up to 40% of these claims are misleading, exaggerated, or worse yet cannot be verified at all.




What Is Greenwashing


We’ve heard of “whitewashing,” the act of concealing unpleasant facts. Greenwashing can be as benevolent as the misuse of eco-terminology or as nefarious as masking environmental damage with misleading messaging.


The term "greenwashing" was coined in 1986 by acclaimed environmentalist Jay Westerveld when he visited Fiji and noticed his hotel was asking guests to reuse their towels as a cost saving measure disguised as environmental consciousness.


When a company spends more time making marketing moves to appear environmentally friendly than making an actionable environmental difference they are in essence creating a green facade that misrepresents their sustainable impact to consumers.

Consumer behavior is undeniably moving towards more conscious, ethical, and environmental patterns. Unfortunately, for every person who wants to commit to reduce their carbon footprint, there is an unscrupulous company that wants to use the words without doing the work.


Words are powerful marketing tools. At the core of every business is a PR agent losing sleep over the one or two words that will perfectly convey a message to engage consumers. A large part of this strategy is to leverage the issues we care about- family, health, the future. None of these things exist without our planet.


Greenwashing is not all about the words. It can appear in many manipulative marketing approaches, from “earth tone” aestethics to “net-zero” claims that are ambiguous at best.


What Damage Does Greenwashing Do


Surely there must be someone monitoring the veracity of these sustainability claims? Unfortunately, not yet. Until recently regulation was spotty at best requiring consumers to forgo convenience (gasp!) and do some research before making purchases of goods or services.


Recently, the US Federal Trade Commission (FTC) launched a Green Claims Guide for US businesses that now follows up on greenwashing claims and issues guidance to companies who have legitimate claims to make.


States are taking action as well. California, for example, has passed legislation that will shine a spotlight on greenwashing specifically targeting recyclability claims. While it is a worthy notion to use packaging that in theory can be composted or recycled, many states lack the infrastructure to do so and by 2024 companies in California will have to prove through certification that the infrastructure exists to process the materials.


GreenPrint's Business of Sustainability Index tells us that :

  • 77% of Americans are concerned about the environmental impact of the products they buy.

  • 75% of millennials are willing to pay more for an environmentally sustainable product

  • 76% of Americans would switch the packaged brand they are loyal to for one that was offsetting carbon emissions.


It serves all corporations, especially those with fast-moving consumer goods, to state what they are doing to mitigate and even positively impact the environment with the goods they offer if they want to absorb the overwhelming market share of consumers who care about sustainability issues. However, claims should pass an internal check; can the claim be substantiated? Can their process be vetted by a third party? Are the most accurate sustainability terms being used?


Ultimately, brand loyalty is about trust. Sustainable credentials should be able to be backed with evidence and consistency and in doing so the end result will be an authentic brand story and a lasting reputation.



How To Not Be Eco Manipulated


As a consumer, most of us want to know that our purchases are not going to contribute to a climate crisis, but as convenience and time strapped human beings we don’t want to do a forensic accounting of packaging details to figure it out.


Here are a few quick ways to vet a purchase for true sustainability value:

  • Look for third-party validation (i.e., Green Seal Certified, Cradle to Cradle)

  • Look beyond the buzzwords for concrete facts

  • Don’t be fooled by imagery like leaves or an earthy color scheme

  • Be aware of the “bait and switch” where companies will make a positive claim to draw attention away from the negative impact (i.e, the oil company that donates to a dish soap company to help clean up the mess they made in the first place)


Indicators of a truly “green product”:

  • Minimal packaging- this is truly one of the best ways to minimize overall environmental impact.

  • The absence of toxic materials or ingredients.

  • Actionable, documented, and transparent sustainability statements.

  • Designed to be repaired or reused, or the company offers an end-of-life program to take it back.

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