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The planet Earth is the source of all living beings and natural resources. However, it is in itself subject to various environmental changes. This is why humans, being the dominant race, are constantly on the lookout for Mother Earth.
Accompanying our eco-consciousness is a bias that has grown deep within many of us. This bias clouds our judgments. And makes us prefer things that have a positive or neutral effect on the Earth over those that do not. This is where greenwashing comes in.
WHAT IS GREENWASHING?
Greenwashing is a marketing strategy that involves communicating false, deceptive, or misleading information about a product being environmentally friendly. In other words, greenwashing misinforms the public about the sustainability of a product and its environmental effects. It is also popularly known as 'Green Sheen.'
The activities of many companies pollute the environment instead of improving it. Still, these companies make eco-friendly claims to increase customers' willingness to purchase. Most of these claims are merely bluffs and cannot be proven with substantial evidence.
Greenashing has been around for a long time and is currently on the rise. Therefore, you might have been a victim numerous times. The increased demand for environmentally friendly products is a prominent reason for its increase. Also, the laws regulating greenwashing are not strict enough in many countries.
CAUSES OF GREENWASHING
There are several reasons many companies resort to greenwashing. The most common ones are given below:
Boost their reputation
Increase in sales
Cost reduction
Boost Their Reputation
A brand's reputation or image is a significant determinant of how successful it will be. It doesn't matter that the suppliers of their raw materials are polluting the environment. Many resorts to greenwashing to be seen as the saviors and protectors of Mother Earth. And to paint themselves as responsible to the public.
Increase In Sales
Companies appeal to their prospects' emotions by leveraging their eco-friendly values. To make more sales, many pretend to hop on the carbon reduction trend like everyone else.
Costs Reduction
All companies want to maximize profits from their sales. And one popular way to do this is cutting production and distribution costs. In the process, some might greenwash in the following ways:
Making false claims of subjecting their products to specific processes.
Giving outrightly incorrect information about the composition of their products.
Using cheaper unsustainable alternatives, having declared that their raw materials are sustainable.
HOW COMPANIES GREENWASH
Use of buzzwords or catchphrases
Use of green-colored logos and packaging
Use of Buzzwords or Catch Phrases
Companies greenwash by using phrases and words whose original meanings are broad and often overused. These words and phrases are misleading because they can be used in different contexts.
For example, words such as natural, environmentally friendly, biodegradable, plastic-free, sustainable, etc. are not specific enough. Therefore, they can be misinterpreted in various forms by consumers. A product marked 'natural' can still pollute the environment.
Use of Green-Colored Logos and Packaging
The color green depicts nature and the environment. Thus, designing their logos and packaging in the color of nature would make them more appealing and appear eco-friendly.
EXAMPLES OF GREENWASHING
There are several ways companies greenwash. Some of them are:
HOW GREENWASHING IS CONTROLLED
Many practices have been in place to control greenwashing. However, since control is a relatively new concept, the results are still negligible. Also, the number of businesses globally makes the eradication of greenwashing pretty complex. Some other ways that greenwashing can be reduced are:
Setting internationally agreed on standards
Issuing certificates to brands that are not greenwashing
Strict punishments for greenwashing companies
Setting Internationally Agreed Standards
Companies can find and exploit loopholes in certain countries. The reason is that there are no international standards to check many businesses' activities. Thus, global standards would ensure a universally agreed way that companies must do things.
Issuing Certificates to Brands that are not Greenwashing
When companies proven to be honest in their dealings are given certificates of recognition, it will boost their reputation. Therefore, brands without certificates will have no leverage to greenwash.
Strict Punishments for Greenwashing Companies
Companies that are found guilty of greenwashing should be strictly punished to serve as a warning for others. The punishment must be grave enough to deter them completely.
FINAL THOUGHTS
Greenwashing is a despicable act that involves deceiving consumers and the general public. Companies should avoid such at all costs to promote and build brand integrity. As a consumer, you should be alert to this strategy employed by some companies. Green-colored logos and packaging, related buzzwords, or catchphrases do not explicitly mean a product is eco-friendly. Check out the composition before you make your conclusions.
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