Within the last few years, buzzwords like ‘eco-friendly,’ ‘sustainability,’ and ‘fair-trade’ have been circulating the internet rampantly. People across the nation are becoming more interested in how products are made and how their production affects the environment. With the rise in eco-friendly trends, brands have started trying to adopt more ‘green’ principles to increase their exposure.
While some brands are honestly trying to cut back on their waste and improve their efficiency, many large companies are using green marketing to manipulate their customers into believing that they are ethical, when in actuality they promote the opposite. This is referred to as ‘greenwashing,’ a term coined by an environmentalist named Jay Westerveld when he observed unethical behavior at the hotel. The hotel requested that guests reuse their towels to protect the coral reefs, while in actuality the hotel was expanding their property into the reefs, destroying them. The practice of ‘greenwashing’ ultimately harms and diminishes the credibility of companies who actually apply green principles.
As consumers, it is important that we learn how to identify which brands are ethical, and which are just interested in appearing ‘green’ to boost their public image. Here are some tips on how to identify greenwashing:
Packaging
Some corporate companies place fake certifications on their products to enhance their green credibility. If you do not recognize the certification, make sure to research it before buying the product. Also look out for packaging that features very obvious ‘eco-friendly’ design such as green tones and images of nature. This type of packaging acts as a red herring, and may not reflect the actual content of the product at all.
Slogans
‘Natural,’ ‘clean,’ ‘pure,’ and ‘organic.’ These are just some of the key phrases used on packaging. A great example is Huggies Pure and Natural Diapers. These diapers tote that they are made from organic cotton and are infused with aloe and vitamin E. However, it turns out that the diapers are actually made from non organic chemicals like polypropylene and sodium polyacrylate, and only a small strip of the diaper is actually organic cotton. Not so eco-friendly, right?
Company Credibility
The best way to avoid supporting greenwashing is to research the company that is behind the green product/service. Trust your instincts! If a company seems too good to be true, that means it probably is. Of course, it is important to note that no company can be perfectly 100% sustainable. There will always be a certain aspect that could be improved upon. The main point is that these companies should be more transparent in their production processes, and actively try to improve upon their environmental footprint. In an era where consumers are more aware than ever, companies need to recognize that we hold the power. Hopefully by applying these principles, we can all work together to reduce, and possibly end, greenwashing.