Greenwashing. Dyed in or Washed out? How green are companies really?
In an age where environmental consciousness is at an all-time high, consumers are increasingly scrutinising the environmental claims made by companies. However, amidst the growing concern for sustainability, a deceptive practice known as greenwashing has emerged, casting a shadow on the authenticity of environmental commitments.
Scanning through a couple of trade publications even from a cursory glance it’s obvious that working towards a greener world is gaining traction both from producers looking to mitigate their environmental impact and increasing demand for this from consumers. Accusations of greenwashing are levelled at many businesses as savvy consumers are increasingly keen to make informed purchasing decisions, increasingly conscious of what they are throwing away and what can be recycled. The act of being deliberately vague about green credentials is not a sensible long term strategy for a company as the resultant negative PR can be so damaging. It is of course a tempting proposition, misleading tactics are designed to appeal to eco-conscious consumers, creating an illusion of sustainability without genuine efforts to reduce the environmental impact.
Research from environmental charity Earthwatch shows that almost 25% of companies have engaged in a practice of 'green hushing' where they fear that their sustainability initiatives don't go far enough, and they will actively be called out on their PR!
Ironically those that falsely label a product as eco-friendly can actually spend more on an advertising campaign than they do in actually minimising an impact on the planet. Recently BP were widely criticised for a campaign which focused on low carbon energy investment, when the rest of their core business routinely pollutes.
A product's environmental impact goes beyond its immediate use. Greenwashing can occur when companies focus on one stage of a product's lifecycle, such as manufacturing or disposal, while neglecting other significant phases. The ultimate aim is a full life cycle of a product from raw materials to 100% recycling.
The modern consumer and the eco-conscious are getting more savvy about just what is recyclable, and what minimises waste. Modern workplaces have felt the pressure to install separate bins for paper, glass, and metal, even branches of your favourite burger chain have differentiated recycling bins. If we want to retain customers having a transparent and visible green policy that is an honest one is a necessity.
Less than half of people in a recent survey of over 10,000 by Two Sides Europe people believed that retailers did enough to inform them of a commitment to sustainability with an equal number calling for a greater use of paper and cardboard in packaging.
Over half of respondents from this poll would buy more from retailers if they gave up their addiction to plastic, so obviously this particular economy is a clearly a false economy. Not for profit Two Sides UK has removed over 1075 fake greenwashing claims from the internet since 2010 when their initiative began.
Going paperless? - There's a trend amongst utility companies and financial institutions asking customers to go online and eliminate paper communications. Switching to e-comms instead of using paper has proved not to be as green an initiative as you might think Information and Communication Technologies (ICT) could account for 14-24% global emissions by 2030/40. Think about all those banks of PC’s and monitors, and server rooms in the large offices or call centres. This paperless approach is considered by many critics and indeed the average consumer to be more about reducing a company's running costs rather than a genuine concern for the environment.
Greenwashing costs the paper industry and direct mail - claims of adopting green products but being somewhat economical with the truth cost the paper and print industry some £291m annually from dodging green options, in a sector with solid green foundations.
So, how can you spot a 'green' company when you buy a product? The UK has made strides in implementing regulations to combat greenwashing, but challenges persist. Ultimately strengthening regulatory frameworks and increasing transparency requirements are crucial steps in addressing this issue, but here are some useful pointers.
We must educate ourselves on genuine sustainability practices and be wary of buzzwords and vague claims. Independent certifications, such as Fair Trade and Organic labels, FSC, can provide you with assurance of a company's commitment to ethical and sustainable practices.
We must support companies that demonstrate transparency in their sustainability efforts. Brands that openly share information about their supply chains, production processes, and environmental impact are more likely to be genuinely committed to the holy grail of sustainability.
By collectively addressing greenwashing, we can build a more authentic and sustainable future for the United Kingdom and our precious planet.