What is Greenwashing

Do you remember the incident when celebrated soccer player Cristiano Ronaldo removed the Coca-Cola bottles during a press conference? While that was done to demonstrate the ill effects of carbonated drinks, another aspect of the cola giant needs to be brought to light.

In 2021, Coca-Cola spent millions of dollars on advertising to promote its message of using recycled plastic in its beverage packaging.

In a particular video from Coca-Cola, the quality, safety and environment manager claims that the company uses “all bottles under 1 litre are made of 100% recycled plastic”, but the entire video does not disclose that it is the largest producer of plastic pollution in the world. 

As per the Brand Audit Report 2021 conducted by Break Free From Plastic, the soft drink company is the world’s worst corporate plastic polluter for the fourth year in a row.

From fashion to food, from energy to electronics, and from cars to cosmetics, every other brand is trying to woo consumers by using words or images like “organic”, “natural”, “green”, “eco-friendly”, etc.

Unfortunately, these words and images are facades and deceitful forms of messaging. 

These tactics stem from the fact that, as consumer awareness of sustainable, environmentally friendly choices increases, companies have begun to position themselves as champions of environmental protection.

What does Greenwashing mean?

Through false and deceptive claims, companies make you believe that they are making an effort to protect the environment, when in fact, things are staying the same or even getting worse. It is called Greenwashing.

In other words, Greenwashing is the process by which a brand, product, service, or company overstates or lies about its green credentials through advertising, packaging, or other forms of communication.

In a global review conducted by the International Consumer Protection Enforcement Network (ICPEN) in January 2021 of 500 websites, it was found that 40 per cent of green claims were found to be deceptive.

In another study by the Changing Markets Foundation in 2021, 59 per cent of green claims made by fashion manufacturers were found to be deceptive and unsupported by the UK’s Competition and Markets Authority Criteria.

The practice is not only unethical, but it also harms businesses that are genuinely driving progressive environmental change. 

How do companies accomplish Greenwashing?

Let us look at some of the strategies the company used to mislead consumers about its green claims.

Companies indulging in greenwashing increasingly use green buzzwords, display eye-catching logos, and feature images or icons of leaves, flowers, animals, and other aspects of nature in their advertisements and messaging.

Another greenwashing tactic is to display partial information about a product’s environmental impact, even while exaggerating its benefits. 

Often, companies repackage and rebrand their products and services to influence consumers’ perceptions. 

Using complex jargon and technical terms in their packaging or advertisements is another form of greenwashing. Most consumers do not understand these terms and often buy them based on the claims made.

Greenwashing in business can also sometimes unnecessarily highlight only the green aspects of a product or service while playing down or hiding its harmful side effects. For example, companies can emphasise their non-plastic packaging but will not disclose the chemicals or the excessive water use in making their products.

Wrapping Up

It is essential that consumers are aware of these marketing gimmicks that give a false sense of environmental protection and