In the business sector, you have most likely encountered the term “whitewashing” at least once. A company is said to have engaged in “whitewashing” when it presents a biased depiction of the facts in order to cover up or gloss over information that is seen as controversial. Greenwashing, on the other hand, is not nearly as widely recognized.
Greenwashing occurs when an organization devotes a greater amount of time and resources to presenting itself as environmentally friendly than it does to actually reduce the negative effects it has on the environment. It is a deceptive marketing technique used to mislead customers who would rather purchase products and services from companies that are more concerned with their impact on the environment.
We will talk about greenwashing, how it may hurt brands, and what you can do to prevent being involved in it.
The origin of the term
Since the 1960s, when conscientious shoppers first became aware of the environmental damage caused by mass consumption, “greenwashing” has been a common practice.
It wasn’t until college student Jay Westerveld used it to describe his time in Fiji in an article on the hospitality sector in 1986 that the term “Fijian vacation” entered common use.
One of the hotels on the island has a sign asking guests to reuse their towels to “help them help the environment” and preserve the island’s coral reefs. This was done while, behind the scenes, the hotel was engaged in an ecologically disastrous expansion project. This hypocrisy was shown by Jay, who noted in his report, “It all comes out in the greenwash.” The word was first taken up by a local publication and then popularized by the national press.
Make a difference
If you’re serious about reducing your carbon footprint, you’ll need to make some serious changes and devote serious time, effort, and money to sustainability. Is there any way to improve your product’s design so that more of them can be packed into the same number of shipping boxes? Or think of new ways to reuse or recycle packaging. There are several ways you can make a difference, and you’ll discover that the vast majority are advantageous to your brand and bottom line.
Finance environment-friendly projects
Greenwashing is unnecessary when resources may be used to lower emissions and improve the eco-friendliness of products. Many solutions to greenwashing are available to businesses nowadays, and some of them include financing eco-friendly projects that can make a huge difference in the preservation of our environment. Money and resources may be used for:
- Data collection on emissions
- Locating high-emission zones
- Developing transparency reports in accordance with internationally recognized reporting criteria
- Investigating how to enhance the effectiveness of processes, items, and services
- Sharing information with the right people about projects and the resulting operational adjustments.
Research the market
The first step in making your company more environmentally friendly is to take stock of how things are done there. To do this, you must first learn the environmental implications of your sector and then investigate the various options for mitigating those impacts.
- Investigate your company’s energy, water, and trash habits with a sustainability audit.
- Compare your company’s results to those of others in your industry by using benchmarks.
- Listen to the opinions of your clients, workers, and vendors to see where you might make changes.
- Take part in certification programs so that your performance can be evaluated and your weak spots can be pinpointed.
- Determine how your items will affect the environment and how much of an effect they will have.
Provide evidence to support your arguments
Maintain access to up-to-date information and regularly update it on your website and any other location where you make claims regarding sustainability. Use only data that can be independently verified. The inclusion of reputable third-party certification from organizations such as the Forest Stewardship Council or Energy Star should be encouraged wherever feasible.
Transparency and honesty
Be transparent about the policies and initiatives your brand has in place to reduce its environmental impact. Consumers should be made aware of how environmentally friendly each of your items is, as well as the general sustainability policies of your organization. When you talk to customers about your plans or goals, you should be very explicit about your objectives and when they should expect to see results.
Avoid vague and ambiguous statements
Avoid making remarks that might be seen as “greenwashing,” such as those that are too general or have no bearing on the topic at hand. Here are some suggestions to help you accomplish your goal:
- Make assertions about the positive effect your goods or services will have on the environment and back them up with data.
- Establish and discuss openly with all stakeholders and consumers your firm’s plans for future carbon footprint
- Labels and other marketing materials should only employ credible certifications and not make unproven promises.
- Take into account the audience for your statements, and don’t make any that might mislead them.
- Keep your environmental claims accurate and up-to-date by reviewing them often.
Impact of greenwashing
Greenwashing is problematic because it is a kind of advertising that puts profit before environmental concern. The current climate issue has made customers wary of investing in goods or services that don’t prioritize environmental concerns, particularly members of Generation Z.
Customers are willing to pay more for eco-friendly products because they care about the environment; therefore, a business that labels its products as sustainable might expect more profits than it would have had it not done so.
It’s exploitation in its purest form when businesses abuse the green market to increase profits at the expense of genuine environmental concern. They refuse to recognize the link between their advertising practices and the global environment. This is a major problem since it’s possible that this method of conducting business won’t lessen the pollution and environmental damage that an industry causes on Earth.
Accidental greenwashing might nonetheless result in negative publicity for your business. You should try to stay away from any claims or visuals that might be misconstrued as deceptive advertising. Only make claims that can be backed up by evidence, and put in the effort to implement sustainable practices in your company.
