You may have noticed that many consumer products have a little tree or recycling logo on the packaging. Do these symbols indicate that products are good for the environment? Are companies using these graphics or other “green” jargon as a deceptive advertising tactic to draw customers to their products?
You’re wise to be skeptical — marketing a company or product to seem more environmentally friendly than it truly is has become a widespread practice. It even has its own name — greenwashing.
Greenwashing can take many forms. In some cases, companies use misleading language or imagery to make products or services seem more environmentally friendly than they really are. Sometimes companies may also make outright false or misleading claims about the environmental benefits of a product or service. Perhaps most commonly, companies use green marketing to distract from a company’s environmental impact.
Let’s examine some common methods of greenwashing.
1. Hidden trade-offs
Companies will focus on one aspect of their product or service that is environmentally friendly while ignoring other negative aspects. For example, oil and gas companies such as BP and Shell promote their investment in clean renewable energy when their overwhelming focus is still on fossil fuels.
2. No proof
Companies will make claims about their sustainability without evidence and without providing any third-party certifications. While some companies will go through the process of becoming USDA-certified organic or Rainforest Alliance certified, other companies will merely claim their product is “all natural” or “eco-friendly” without evidence or certifications to substantiate the claim.
3. Vagueness
Companies use buzzwords and vague language to give the impression of environmentally friendly practices without actually providing transparency into their practices or supply chain.
4. Irrelevance
Companies make claims that are technically true but are not relevant to the product or service, such as claiming a product is CFC-free when CFCs have been banned for decades.
5. Lesser of two evils
Companies may compare their product or service to a less sustainable alternative rather than comparing it to a truly environmentally friendly alternative. For example, Coca-Cola launched a “PlantBottle” hyped as a plant-based alternative to plastic, when in reality at least 70% of the container is still single-use plastic. While a bottle that is 30% less plastic is better than nothing, moving away from single-use plastic is the real sustainable option. Similarly, clothing company H&M promotes its campaign to recycle clothing while contributing to fast fashion with a heavy environmental impact in production, transport, and waste.
One famous example of greenwashing is Volkswagen’s “clean diesel” campaign that was brought to light in 2015. Volkswagen advertised its diesel vehicles as “clean,” “efficient,” “environmentally friendly,” and “50-state compliant.” In actuality, Volkswagen installed a device on its diesel vehicles that could detect when a vehicle was being tested. This device would lower emissions levels for a test to meet regulatory standards. However, when the vehicle was actually driven it would emit up to 40 times more pollutants than allowed by law. Volkswagen fraudulently marketed its diesel cars as green when in fact they were high polluters.
Volkswagen’s “clean diesel” campaign is an extreme example, and in most cases greenwashing is more spin than outright fraud. Numerous other well-known companies have also been accused of less severe forms of greenwashing. While any effort to move toward green practices is better than no effort, it is important to understand that these companies still harm the environment with their products, and taking small steps to improve does not negate that harm. Greenwashing also harms consumers by obscuring the actual environmental impacts of their spending.
To help cut through some of the greenwashing, there are third-party certifications and websites that work to provide consumers with unbiased factual information about the sustainability of products. Companies such as the Forest Stewardship Council (FSC) and the Rainforest Alliance will certify products that meet their standards of environmental sustainability, and these products are marked with the organization’s seal on their packaging. Energy Star and USDA Organic are also seals that can be found on products certified by government agencies to meet certain standards related to environmental impact. Additionally, websites such as The Sustainable Living Guide can offer guidance on the environmental impact of certain products, practices, and companies.
The best defense against greenwashing, though, is a perceptive and educated eye when considering advertising and labels.
That companies are responding to the public’s desire for more environmentally friendly products and services is a positive development. But consumers need to think critically about what options are truly sustainable and good for the planet. With a little research and healthy skepticism, we can all work to choose products and services that are truly eco-friendly and call out companies that use greenwashing to mislead and spin rather than to contribute to a healthier world.
This article was written by Yvette Farnsworth Baker, an advocacy researcher for Mormon Women for Ethical Government.
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