Society is at a time when it became aware of responsible consumption that is respectful of the environment. This was observed by companies that in an attempt to increase their sales, abuse the "green" movement.
What is Greenwashing?
The Greenwashing concept is a term in English ("Green" means "green" + "washing" means "washing") to describe the practice of certain companies, when giving a twist to the presentation of their products and / or services to make them view as environmentally friendly. This concept was nicknamed by David Bellamy, on the occasion of the celebration of Earth Day in 1990.
The British naturalist and environmental activist already highlighted at that time, the hypocrisy of some companies, which placed their products accompanied by wonderful and beautiful images of nature, highlighting a commitment to the environment that was really questionable.
The companies that practice this concept use marketing techniques and strategies where they sell us an idea when in reality the product does not always fulfill that external image that we observe. It is a "makeup" for the observer or potential customer to give a false idea about something that is not really as "green" as it appears, the goal is a higher sale and more economic profit.
Another example that we could provide is that a company modifies the packaging of a product made with chemicals that are harmful to society and / or the environment, making it look friendly with nature.
How to recognize Greenwashing?
-Marketing "green": companies and organizations use green colors and images of natural environments to make consumers understand that they are respectful with the environment, but they have not made any changes in their policies. This is the most common strategy, and if you look around you will surely find several products that follow this pattern.
-Legal compliance: some companies advertise a product as "green", when in reality, all they do is comply with current environmental legislation.
-Ambiguous terms or words, without a clear concept or rationale, for example: "Energy efficiency", "100% natural product", "Organic product" or "Friendly with the environment."
-The use of confusing language including words or phrases that allude to sustainable or environmental benefits and that in some cases, only professionals in the sector could understand.
-When it is directly a lie: data, reports or messages, totally invented.
Examples of Greenwashing
-Fast food or fast food companies: some fast food companies use "green" marketing strategies by changing the original color of their brand for a green color that indicates a relationship with nature.
-Energy companies that claim to work with clean or green energies, even spreading the name of the brand with the word energy, but that actually continue to work with dirty or highly polluting energies.
-Another example that we could provide is that a company modifies the packaging of a product made with chemicals that are harmful to society and / or the environment, making it look friendly with nature.
To avoid this practice, marketing managers, sales managers, social responsibility managers and general managers should be trained, making them understand that sustainability is a holistic and three-dimensional path: social, economic and environmental and not a mere advertising campaign.
Sources: 3vectores.com ecologiaverde.com ovacen.com