By definition, greenwashing is the process of supplying misleading information about how a product or business is environmentally sound to draw in conscious customers. In practice, this can take many different forms; a single-use, plastic water bottle with mountainous or green spaces on the label, a dress made from organic materials that was transported halfway around the globe or a hotel encouraging guests to reuse towels to ‘save the environment’ whilst providing them with millions of tiny, plastic wrapped toiletries.
Put simply, it’s hypocritical.
There are many different methods used by companies to scam the consumer into buying their product, but here are three of the most common tactics:
1) Imagery: brands advertise their product surrounded by greenery or animals, establishing a connection between their product and the environment in the customers head, even though the product is usually harming the environment, for example a car driving through a lush, green forest.
2) Hidden Trade-offs: companies will make one part of their product eco-friendly and will plaster this all over their marketing. An unsustainable product wrapped in recyclable packaging, such as a pack of sanitary pads in a cardboard package, will be praised and make the consumer feel guilt-free and heroic.
3) Vagueness: businesses will slap on the words “sustainable”, “eco-friendly” or “biodegradable” onto just about anything to gain customers, like the H&M 'conscious’ collection - clothes made of eco-friendly materials cannot redeem the damage H&M are doing to the environment through their continuous stream of cheap clothes that only last a few wears.
You can find other methods by searching ‘the seven deadly sins of greenwashing’.
When you distinguish it, extinguish it. Put your money where your mouth is and stop supporting these corrupt companies.
Sophie Farrar
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