When shopping, often we are presented with two exact same products, scant one difference: one markets itself as “sustainable;” the other, “normal.” These environmentally-friendly claims can range from “made from ocean plastic” or “eco-friendly bamboo fibers” despite being made of new plastic or rayon. Falsely advertising something as sustainable, misleading consumers about the environmental impact of a product or service is called greenwashing. Greenwashing negatively affects the environment, consumer health, along with confidence in real eco friendly products. The deceptive advertising strategy has six types:
- Selective Disclosure: Deciding to report a firm’s emissions, while avoiding certain increases or decreases. This can develop into a company’s reputation improving after publishing a sustainability report despite making no changes.
- Decoupling: Promising to meet shareholders’ sustainability expectations without changing practices.
- Attention Deflection: Communicating selective and/or incorrect information as unfinished assessments or vague statements. This can also include diverting public attention to other aspects of a product, such as highlighting the importance of it without explanation.
- Deceptive Manipulation: Implying certain practices are followed to promote a false suggestion that a product is sustainable.
- Dubious Authorizations: Dishonestly labelling products as sustainable through fraudulent authorizations.
- Inefficient Public Voluntary Programmes: Contributing to government-funded voluntary programmes. (A contribution itself cannot bring environmental improvements).
With the rise of greenwashing, green skepticism has also become more prevalent, harming the products that actually help the environment. Consumers may not understand which products actually help the environment, and avoid green products altogether. Yet, companies will continue to greenwash due to the economic benefits for them: it provides an advantage over rival products. Moreover, making environmentally friendly claims improves a business’ reputation and increases their market opportunities as customers want to buy things that align with their internal ethics and morals. However, greenwashing ultimately negatively affects society and the environment [Figure 1].
Figure 1.
But how can consumers avoid greenwashing? First, customers should conduct their own research about “green” products before purchasing. Many influencers and bloggers online devote themselves to debunking greenwashed products, and there’s lots of reliable information available about the actual environmental footprint of products. However, a lot of the needed information about a company’s practices are monitored by the company. Therefore, consumers and society should pressure companies to be truly transparent about their carbon footprints and practices. There is only one Earth, and everyone is responsible for keeping the environment clean.