Ever since marketing research showed that consumers are willing to spend more on products that claim they are environmentally friendly, produced in a sustainable way or no part of the environment was harmed during the production of said product, all companies want to jump on the bandwagon to make themselves look angelically eco-friendly in the eyes of consumers.
Whether it is by using neutral colours on the packaging or adding a picture of a tree on the label, marketers love to try to make customers think their products, which cost more than comparable alternatives, are environmentally friendly. That is what greenwashing is. There is no better way to say it: it is a practice of misleading consumers into believing the products are more sustainable than they actually are.
The term greenwashing originated as a play on words from the term “whitewashing” in the 1960s in a hotel industry that encouraged patrons to use a single set of towels for their entire stay in an attempt to lower their laundry expenses. They convinced the tourists that it was for the sake of saving the environment that they should not expect clean towels every day. Sneaky hotel owners!
Come to think of it, that practice, although deceptive, was less harmful than, for instance, Royal Dutch Shell company’s public relations efforts to show itself as a renewable energy leader while its core operations ravage the Earth with fracking and other practices that have a significant environmental impact.
Common Greenwashing Tactics
Some companies resort to thinly veiled vague claims like our products are “eco-friendly,” “natural,” or “green” to bamboozle consumers without providing any scientific evidence to back up these claims.
These terms can be misleading and give consumers a false sense of security. Just because something is “natural” does not guarantee that it is good for you or that it is produced in a sustainable way.
Take, for example, arsenic. It is a naturally occurring element found in the Earth's crust and can be present in soil, water, and air. While it is a part of nature, arsenic is highly toxic and can cause serious health issues if ingested or inhaled. Long-term exposure to arsenic can lead to various health problems, including skin lesions, cancer, cardiovascular diseases, and diabetes. So, if you see these terms on the labels, ask questions to find out what the company means by “natural”.
Other companies attempt to fool consumers by highlighting irrelevant attributes as their single environmentally friendly aspect of a product while ignoring other harmful aspects.
Volkswagen is heavily promoting its investment in electric vehicles (EVs) right now to highlight its commitment to sustainability. However, this focus on EVs can be seen as an attempt to divert attention from the Dieselgate scandal in 2015, not to mention that the impact of its traditional combustion engine vehicles is ongoing.
For those of you unfamiliar with Dieselgate, Volkswagen marketed its diesel vehicles as "clean diesel," claiming they were environmentally friendly and met stringent emissions standards. However, it was discovered that the company had installed defeat devices in approximately 11 million diesel vehicles sold worldwide.
The defeat devices were software programs that could detect when the vehicle was undergoing emissions testing. During the test, the software would activate full emissions controls, allowing the vehicle to pass. However, under normal driving conditions, the emissions controls were turned off, resulting in nitrogen oxide (N2O) emissions up to 40 times higher than the legal limit. This scandal involved millions of cars worldwide, leading to significant environmental, legal, and financial repercussions for Volkswagen.
Hidden Trade-offs. Companies often publicise a product as environmentally friendly by highlighting a few select features while conveniently ignoring the broader environmental consequences and hidden trade-offs. For instance, a product made from recycled materials may still be produced using energy-intensive processes.
Take McDonald’s as an example. They had a brilliant initiative to replace plastic straws with paper ones. That was good, especially after scientists exposed how many straws pollute the oceans. However, McDonald’s, being what it is, relies heavily on industrial-scale meat production. Beef production comes with a substantial environmental footprint, and Greenpeace identified it as a significant contributor to deforestation, biodiversity loss, and carbon emissions. Yet, they ask the public to use paper straws to appear more environmentally conscious.
Not to mention that McDonald’s generates a vast amount of waste, including single-use packaging and food waste. Despite initiatives like switching from plastic to paper straws, the overall impact of their waste management practices remains a concern. McDonald’s produces approximately 150,000 tonnes of packaging waste globally. Most of those are single-use plastics. They also throw away a large portion of their food. An estimated 8-10% of food purchased by McDonald's becomes waste, adding to landfills and methane emissions. McDonald's must address its entire supply chain, reduce reliance on single-use packaging, and implement more robust waste management practices to make a genuine environmental impact.
Another giant global brand that uses hidden trade-offs to make itself more appealing to consumers is Coca-Cola. They have been repeatedly named the world's worst plastic polluter. According to research by the Changing Markets Foundation, Coca-Cola produces approximately 2.9 million tonnes of plastic waste per year. This makes it the largest plastic polluter globally, with its branding found on more plastic waste than any other company during beach and seawater cleanups. The company has been criticised for its extensive use of single-use plastic bottles, contributing to environmental pollution and harming marine life.
To counteract this dubious honour, Coca-Cola started its "World Without Waste" Campaign in 2018. This ambitious sustainable packaging initiative focuses on three key areas: Design, Collect, and Partner. As part of the “Design” leg, Coca-Cola aims to make 100% of its packaging recyclable globally by 2025 and use at least 50% recycled material in its packaging by 2030. The company is also working to reduce its use of virgin plastic derived from non-renewable sources by a cumulative 3 million metric tons by 2025.
The second part, “Collect,” aims to collect and recycle a bottle or can for each one sold by 2030. Coca-Cola is partnering with various stakeholders to create systems that enable effective waste collection and recycling.
Lastly, Coca-Cola “partners” and collaborates with governments, NGOs, and other organisations to support a circular economy and address the global plastic waste issue. The company is involved in initiatives like PETCO in South Africa, which promotes PET plastic recycling and has significantly increased the recycling rate in the country.
Despite these efforts, critics argue that Coca-Cola's campaign does not fully address the scale of its plastic pollution problem. They point out that the company's reliance on single-use plastics and its overall environmental impact remains a significant challenge.
Another tactic companies use to greenwash their products is making claims not backed by credible third-party certifications or evidence. Consumers are often left to take the company's word for it, which can be misleading.
For instance, a company might label a product as 'eco-friendly' or 'green' without providing any certification from recognised environmental organisations or detailed proof of the product's environmental benefits, as Nespresso did.
Despite promoting its capsule recycling program, Nespresso has been criticised for its limited reach. This initiative fails to address the substantial waste created by single-use capsules. This misleading claim gives consumers the false impression that they are making an environmentally responsible choice when, in fact, most of these pods end up in landfills. While talking about Nespresso, we should also ask if their coffee is as responsibly and sustainably sourced as they claim it to be. We may be surprised.
Lastly, companies may exaggerate the environmental benefits of their products or practices. For example, a company might claim that its product is "100% recyclable" when, in reality, only a small portion of the product can be recycled.
Nestlé has faced criticism for its claims about the recyclability of its plastic water bottles. While the company promotes these bottles as "100% recyclable," many components, such as the caps and labels, are not made from recycled materials and are often not recyclable in many regions. This misleading claim can give consumers the false impression that they are making an environmentally responsible choice when, in fact, a significant portion of the product may still end up in landfills.
The Impact of Greenwashing
Of course, “greenwashing” has negative consequences. It undermines consumer trust in genuinely sustainable products and companies. When we discover that we have been misled, we may become sceptical of all environmental claims, making it harder for truly sustainable businesses to gain traction.
It can also lead to consumer complacency. When we are told that by buying the products, we are making environmentally responsible choices, we may not look for more sustainable alternatives or reduce our overall consumption of these products.
Lastly, greenwashing can perpetuate harmful practices by allowing companies to continue business as usual while giving the appearance of sustainability. This can delay the adoption of more effective and meaningful environmental practices.
How to Identify Authentic Sustainability?
So, how do you know which companies are authentic and which ones are greenwashing their products? Here are some tips for identifying authentic sustainability:
1. Certifications: Bodies that assure the company’s sustainability claims are legitimate have been formed. Rigorous standards are set, and the company’s actions are held accountable based on thorough assessments. Credible third-party certifications, such as B Corp, LEED, Fair Trade, and ISO 14001, provide assurance for consumers that the products are environmentally friendly.
2. Check for Transparency: Companies that are genuinely committed to sustainability are often transparent about their practices. Look for detailed sustainability reports on their websites, supply chain information, and evidence of continuous improvement. Remember that no company is 100% sustainable. But there are some good guys who are not abusing our resources, and they should be supported.
3. Evaluate the Whole Product: Consider the entire lifecycle of a product, from production to disposal. A truly sustainable product should have minimal environmental impact at every stage. It’s not easy to find this information, but if you find that the company is not disclosing such information or making it obviously hard to find, it may be that they are involved in greenwashing practices.
4. Research the Company: Investigate the company's overall environmental and social issues track record. A company with a history of unethical practices is less likely to be genuinely committed to sustainability.
5. Be sceptical of Vague Claims. Be wary of products that use vague or ambiguous terms without providing specific details or evidence. Look for concrete information and ask questions if something seems unclear.
Greenwashing is a deceptive practice that exploits consumers' desire for sustainable products. By making misleading claims, companies can create a false impression of environmental responsibility while continuing harmful practices. To combat greenwashing, we must be informed and vigilant, seeking credible certifications, transparency, and evidence of genuine sustainability. By doing so, we can support truly sustainable businesses and contribute to a healthier planet. What do you think? Do you agree that companies cheat to maximise their profits? Let us know in the comments.
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Very interesting, and soo true.