In an era where environmental consciousness is on the rise, companies are under immense pressure to demonstrate their commitment to sustainability. However, not all claims are genuine. Enter greenwashing, a cunning practice that cloaks deceptive marketing in an eco-friendly veneer. Greenwashing can be termed as the selective disclosure of positive information without full disclosure of negative information so as to create an overly positive corporate image. It is alternatively called “Green Sheen".
Source: The Sustainable Agency
Origin and Irony of Greenwashing
The term greenwashing was coined by Environmentalist Jay Westerveld in the 1980s. His inspiration? A hotel’s plea for guests to reuse towels to “save the environment.” Beneath this noble facade lay a cost-cutting strategy, Westerveld aptly labeled this phenomenon “greenwashing,” drawing parallels with the term “whitewashing.”
Different Forms of Greenwashing
1.Imply and Deny: Hint at environmental benefits without evidence.
2. Irrelevant Certification: Display certifications unrelated to actual impact.
3. Misleading Imagery: Use visuals to create a green impression.
4. Green by Association: Aligns with Eco-friendly causes superficially.
5. Token Efforts: Superficial actions that lack real impact.
According to Terrachoice in 2007, the different forms of greenwashing have been categorically identified as the “Seven sins of greenwashing “
Source: Lexi’s Clean Kitchen
Intended Benefits of Greenwashing in Reducing Carbon Emissions
- To help companies identify green washing mistakes which has led to a more sustainable reduction in carbon emissions.
- To lead many businesses to focus on becoming eco-friendlier products by reducing waste, cutting emissions, recycling, and using renewable energy, among other efforts.
- To raise consumer awareness and dissuading them from purchasing products from high carbon emission companies.
Is Green Washing a Factual or a False Solution?
Greenwashing is a two sided coin. It has both a dark side and a white side. It is factual in the sense that it helps in a slow transition to sustainability and it is a false solution due to firms adopting it as a rapid escape from sustainability.
Its effects could include: Damage to brand reputation, Financial losses, Loss of consumer trust, Loss of investor confidence amongst others.
Outcomes of Greenwashing to Climate Change and Environmental Sustainability
- Eroding trust in genuine environmental initiatives.
- Diverting attention from critical issues.
- Wasteful resource use
- Deceptive marketing practices and environmental harm e.g. pollution.
Recommendations to Combat the Climate Crises
- Political pressure on the government against hazardous industrial companies.
- Implementing a national or state tree planting day.
- Investing in renewable energy companies.
- Better forestry management and sustainable agriculture.
- Conservation based solution and reducing the encroachment of industrialization actions (e.g. deforestation).
- Creating public awareness and transparency from the government.
Source: MDPI
In conclusion, greenwashing poses a significant challenge to efforts aimed at promoting sustainability and environmental protection. Through COLLECTIVE ACTION and COMMITMENT, we can strive towards a more transparent, responsible, and sustainable future for our planet. Let's choose eco-friendlier options like rethinking our choices and actions first before we purchase that item. We must have zero tolerance for Greenwashing. No more excuses. No more Greenwashing. No more bottomless greed of the fossil fuel industry and its enablers.
Though the climate crisis is a global issue, but beneath the surface, solutions await. We have the authentic design which is our destiny's gate.
From renewable energy to eco-friendly plans,
Let's build a world where nature stands,
Where greenwashing has no place,
And true sustainability sets the pace.
REFERENCES
Koskela., A. (2023). 9 Negative Effects Greenwashing Has on Your Business. https://askelsustainabilitysolutions.com/negative-effects-of-greenwashingonbusiness/#:~:text=It%20can%20mislead%20consumers%20about,are%20tr uly%20commi tted%20to%20sustainability. (Accessed on February 29,2024).
NASA Global Climate Change.The Effects of Climate Change. https://climate.nasa.gov/effects/. (Accessed on February 29, 2024).
Kim, E., &Lyon, T. (2015). Greenwash vs. Brownwash: exaggeration and undue modesty in corporate sustainability disclosure. Organization Science 26 (3):705–723.
Koskela., A. (2023). 9 Negative Effects Greenwashing Has on Your Business. https://doi.org/10.1287/orsc.2014.0949. (Accessed on February 29, 2024).
Lyon,T. P., Maxwell, J. W. (2011). Greenwash: Corporate environmental disclosure under threat of audit. Journal of Economics & Management Strategy, 20, 3-41.
Article written by GSAG GREENWASHING
Members:
Zainab Modupeoluwa SODIQ
Onome Gabriel AHORITUWERE
Fridaous Opeyemi AYINLA
Nafisa ISAH
GSAG Coordinator- GSAM Gift IFOKWE
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