Written by
Danny ChenGreenwashing is a term that has been widely used in our society.
The original purpose was to prevent companies from misleading the general public about the actual facts and the effort required.
However, as the industry evolves with more stakeholder engagement, greenwashing now covers a broader scope to protect consumer rights.
As a stakeholder who supports climate movement with daily purchases, how many greenwashing practices can you spot on👇🏾
1. Exaggerated Claims: Marketing sustainability practices with overstated positive outcomes.
2. Not Specific: Marketing sustainability practice with terms such as eco-friendly, green, or natural without clear definition and information transparency.
3. No Evidence: Marketing sustainability practice without credible evidence or third-party verification.
4. Irrelevant Claims: Marketing sustainability positive outcomes mandated by law or industry standards.
5. Self-Made Certifications: Marketing sustainability practice with certifications with significant conflicts of interest.
6. Lack of Commitments: Marketing sustainability practice with several short-term green initiatives without long-term sustainability commitment.
7. Selective Disclosure: Marketing sustainability positive outcomes of a product/service without disclosing its negative environmental impact.
8. Single Attribution: Marketing sustainability practice achievements from a few highlight projects/products without dealing with the core negative sustainability harms.
9. Green Imagery: Marketing with image materials related to environmental responsibility where no sustainability practice has been done for the product or service.
To be noticed, not all greenwashing practices should be considered equally.
When societies transit toward a net-zero world, we will expect to see processes like lack of commitments, selective disclosure, single attribution, and green imagery.
Instead of choosing between climate inaction and best sustainability practices,
we, as stakeholders, need to allow some safety space for businesses to validate the sustainability market needs without greenwashing criticism.
