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You’ve probably heard the term ‘Greenwashing’ by now. It refers to the act of making false or misleading claims about the environmental benefits of a product. As consumers, we have so much power when it comes to the choices we make, and many of us are becoming increasingly invested in how goods are made and where they are coming from. So, read on to find out how you can avoid falling into the greenwashing trap!
The practice of greenwashing is simply defined as making people believe that your company is doing more to protect the environment than it really is. The term emerged as a result of consumers becoming increasingly concerned about the environmental impact of their purchases.
Greenwashing was first coined almost 40 years ago and was used in reference to a hotel policy in Fiji about reusing towels to save the environment. The policy was marketed to look like the hotel cared about their environmental impact when in reality it was a ploy to reduce their laundry costs. Through the act of greenwashing, brands create the impression that they share their customers’ values and concerns. But in the process, not only do they mislead consumers, but they overshadow companies who truly are leading the way on sustainability. As consumers it’s essential for us to be able to differentiate between companies genuinely striving for sustainability and those merely using it to make some extra profit.
Being green sells! The goal of greenwashing is to make profit, not to actually benefit the environment in any way. Growing concerns around the climate crisis has meant that consumers are way more conscious and considerate when making purchasing decisions.
A recent report showed that 1 in 3 UK households now strongly consider environmental concerns when shopping, while 60% of people would opt to pay more money for a product with sustainable packaging.
The heightened demand for sustainable products has pushed numerous companies to market themselves as ‘eco-friendly’ and 'green.’ However, amidst this wave of eco-conscious marketing, it has become increasingly challenging to identify which companies are genuinely committed to making positive change. While legitimate efforts towards sustainability are vital, greenwashing undermines these efforts by capitalising on consumers' desire to make better choices.
Acknowledging the need for regulatory action, the European Union took a significant step in September, finalising a law aimed at helping consumers spot greenwashing. This law will prohibit generic green claims unless companies provide verifiable evidence of these practices. While this is a step in the right direction it doesn’t yet completely eliminate greenwashed products being on the market.
In order to identify greenwashing, consumers need to be aware of greenwashing tactics and how companies use them. Here are the most common ones:
Greenwashing matters because it has real consequences. If consumers realise they've been misled, they're likely to doubt environmental claims made by others. This can lead to fewer consumers buying genuinely good products, and slowing progress on climate action. By being vigilant consumers we can support businesses that are actually dedicated to positive environmental change. Share your knowledge, scrutinise claims, and let's ensure our choices contribute to a sustainable and thriving planet.