greenwashing versus green marketing
Greenwashing is the practice of using deceptive marketing techniques to falsely promote a product, company, or policy as sustainable and to falsely promote alignment with pro-environment causes.
Green marketing is the practice of honestly and transparently promoting products or services based on their environmental benefits.
Brand marketing techniques commonly used in greenwashing:
Fluffy Language: Words or terms that are poorly defined or are so broad that its real meaning is likely to be misunderstood by the consumer.
‘eco-friendly’ - vague and meaningless unless explained in concrete terms
‘sustainable’ - there is no standard for what makes something sustainable
‘bio-degradable’ - doesn’t mean it won’t harm the environment, and it may take a very long time to break down
‘recyclable’ - even if it can be recycled, it may not actually be recycled
Green Products vs. Dirty Company: Such as efficient light bulbs made in a factory that pollutes rivers.
Suggestive Pictures: Green images that indicate a (un-justified) green impact e.g. flowers blooming from exhaust pipes.
Irrelevant Claims: Emphasizing one tiny green attribute when everything else is un-green.
Best In Class: Declaring you are slightly greener than the rest, even if the rest are pretty terrible.
Not Credible: ‘Eco-friendly’ cigarettes anyone? ‘Greening’ a dangerous product doesn’t make it safe.
Gobbledygook: Jargon and information that only a scientist could check or understand.
Imaginary Friends: A ‘label’ that looks like third party endorsement… except it’s made up.
No Proof: It could be right, but where’s the evidence?
Out-right Lying: Totally fabricated claims or data.
Common standards a product, company, or policy should meet to use green marketing:
Manufactured in a sustainable manner.
Free of toxic materials or ozone-depleting substances.
Made from renewable sources.
Designed to be a part of the circular economy and innovates for circular models.
Does not use excessive packaging.
Designed to last longer and be repairable.
Advocates for fair labor and environmental justice through entire supply chain.
Engages broader communities in climate activism and environmental justice activism.
Maintain best practices in reporting and governance.