What is greenwashing and why is it a problem

 

The 7 Sins of "Greenwashing"

What is greenwashing?

Greenwashing refers to the deceptive practice of companies presenting false or exaggerated claims about their environmental friendliness. It involves misleading consumers with unsubstantiated or vague information, hiding negative environmental impacts, or lacking proof or third-party verification. Greenwashing misleads consumers and undermines genuine sustainability efforts.

Here I present you the 7 sins of "Greenwashing" to be aware and avoid to contribute to this bad practice against the environment.

The Sin of Hidden Compensation:

An assertion that suggests a product is environmentally friendly based on a limited set of attributes, without paying attention to other important environmental issues. A clear example of this is companies that highlight the benefits of recycled polyester without mentioning its impact on our health and the oceans, where fishes consume them and pass them into our food chain when we eat them. They have also been found in our blood and the placentas of our babies.

The Sin of Unsubstantiated Claims:

An environmental assertion not supported by easily accessible verifiable information or a reliable third-party certification. Common examples are facial tissues or toilet paper products claiming various percentages of post-consumer recycled content without providing evidence.

The Sin of Vagueness:

An assertion that is so poorly defined or broad that it is impossible for consumers to understand its true meaning because it lacks clarity. "All-natural" is an example. Arsenic, uranium, mercury, and formaldehyde are all natural and poisonous. Not everything natural is necessarily green.

The Sin of Worshiping False Labels:

A product that, through words or images, gives the impression of being endorsed by a third party when no such endorsement exists. This includes capsule collections with suggestive names like "Join Life" or "Commitment" — false labels, in other words.

The Sin of Irrelevance:

An environmental assertion that may be true but is not important or useful to consumers seeking environmentally positive products. For example, when companies make claims like "BPA-free" when it is already prohibited by law.

The Sin of the Lesser of Two Evils:

An assertion that may be true in one aspect of the product but risks distracting the consumer from the larger environmental impacts of the whole. An example would be organic cigarettes.

The Sin of Lying:

Using environmental claims that are false. The most common examples are products falsely claiming to be certified or registered.

Conclusion The new Directive on Corporate Sustainability Reporting, approved in November of last year with 525 votes in favor, 60 against, and 28 abstentions, will improve corporate accountability to the public by requiring them to regularly report on the impact of their activities on people and the environment. This will put an end to the greenwashing practices of some companies and strengthen the social market economy in the EU. It will also be a step towards establishing sustainability standards globally.

Challenging ourselves to be more proactive, defining the traceability of our own companies, and finding solutions that result in real sustainability is not only helpful in preparing for the legislative path set by Europe but also helps us meet the expectations of a new and growing segment of conscious consumers and users. If you think this is the path for your company, join the Agenda 2030 course and start preparing today.