We Must Fight against Greenwashing

In recent times, consumers and investors have started to pay a lot more attention to the sustainability of the products they buy and the companies they decide to support. While this is a good thing, it gives rise to something dangerous. Greenwashing can distract people and mislead them into thinking that climate goals and sustainability targets are being met. This false sense of security can distract us from the problem at hand, which is actual sustainability. The status quo must change as our current rates of production and consumption cannot hold on forever. This is not only a matter of being trendy and going with the times but an issue of survival. To ensure this smooth transition, we must be up on our guard to recognize greenwashing and how companies can avoid it.

What is greenwashing by definition?

Greenwashing is a play on the term “whitewashing”. It is the act of giving out false signals or providing misleading information about how certain companies’ products are superior in environmental terms. The term arose in the 1980s and was coined by American environmentalist Jay Westervelt when he noted how a hotel that he visited put up signs asking guests to reuse their towels in order to “save the environment”.

However, Westervelt considered the vast amount of wastage he had encountered throughout the rest of the hotel and it occurred to him that besides the message on the towels, no other obvious efforts were made towards sustainability.

In more recent times, greenwashing can come in two main forms. The first is when large corporations try to plaster over their poor track record in environmental terms by making a huge green gesture to distract from it and the second is when they vaguely describe their products as ‘made from recycled materials’, ‘green’ or ‘vegan’.

Why do companies greenwash and why is it a problem?

We as consumers have made great strides in making our voices heard. We want companies to make better choices and make products that have less of an impact on our climate. This can be a double-edged sword as even though companies have taken note of this, the factors driving greenwashing remain. One of them is how it’s simply easier market and portray yourself as being sustainable rather than taking a deep look into your supply chain, the places you source raw materials from, the logistics and what changes or overhauls are needed to make them more efficient. Just as car manufacturers will hype up the performance of its newest model, companies will make their products seem as eco-friendly as possible. It’s all in the name of profit.

An example of why this is a problem can be illustrated with bottled water. A common perception that people have is that products which offer personal health benefits are also sustainable. While it's not an outrageous belief, this definitely does not apply to bottled water. Nestle Waters Canada even ran an ad in 2008 claiming that “Bottled water is the most environmentally responsible consumer product in the world.”

Of course it's not the end of the world to drink bottled water every now and then but to give the impression that it’s somehow perfect for the environment is illogical. Only 31% of plastic bottles end up getting recycled and it creates millions of tons of plastic waste every year. This, compared to tap water which generates zero waste, and it’s obvious which option is more sustainably sound.

How to look out for greenwashing as a consumer

Consumers can use a few simple steps to avoid supporting products that are guilty of greenwashing. Since it’s essentially misdirection, staying alert is key. 

The first step is to bypass the packaging and read the label. Putting vibrant pictures of landscapes, plants and nature on packaging is not regulated but the label certainly is and all ingredients or materials used will have to be listed accurately.

The second step is to look out for independent or third-party certification on whether claims of sustainability or health are actually backed up. Some of these labels may include U.S. Department of Agriculture (USDA) organic certification, which has regulations and rules about products’ growth and manufacturing. The Green Seal is also a non-profit which has standards for companies to comply with to be labelled sustainable. Furthermore, there’s also Non-GMO Project verified which verifies whether a product contains GMOs very rigidly, even cows, plants and seeds are scrutinized.

The third step is to look past slogans and to take time to be informed. Fancy over-the-top slogans may be catchy, but they may also be a front for something fishy. Being informed on labels, certifications and the kind of practices during production of a product goes a long way in this fight.

Strategies companies can use to stop themselves from greenwashing

In order to combat a problem, you first have to know what you’re guilty of. Having a greenwashing checklist can significantly prevent this. The checklist should involve three components of impact, alignment and communication.

Under impact, companies must check whether the topic of their message is a significant environmental achievement, whether the issue they are addressing material to their business. It is also important for them to know if they have spent more on the activity than on communications and if they have actually already achieved the results in their claims.

Under alignment, tests for greenwashing must examine whether the other activities in the company are consistent with their message and whether their claims could be supported by a credible third-party. Stakeholders and the other multiple functions within the company must also be engaged as their feedback is important to make sure the corporation as a whole is on the same page.

Under communication, the ease of the public to understand claims and their significance is an important factor. Having the data to back up claims and having an honest message which isn’t self-glorifying will also prevent consumers being turned-off from bragging.

The sustainability of the planet is an existential crisis for humanity. While greenwashing isn’t the only problem, nipping it in the bud before it carries on will prevent it from becoming normalized.

Thumbnail Credits: The Guardian