I was asked the question, “In advertising – what does being ‘green’ actually mean?”
green / gre-n/
Adj. of the color between blue and yellow in the spectrum; colored like grass or emeralds: the leaves are bright green.
Maybe a couple of decades ago the above definition would have been the general consensus. However today, with climate change high on people’s agenda and growing concern on the state of the environment, “green” has become a synonym for environmentally friendly goods. And businesses are cashing in on this correlation. The issue that arises from this is that consumers are being misled into thinking products that are branded “green” must be good for the environment and if they were to purchase the product, they too would be helping the environment. Making “green” claims that amount to little more than hot air is dubbed Greenwashing.
green-wash /green’wash’, -wôsh’/
Verb. the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service.
In Australia, 1,937 “green” claims were recorded on 866 products. Although consumers are protected by the Australian Competition and Consumer Commission (ACCC), there is no law at present that enforces any financial penalty on making misleading “green” references . Businesses who are found guilty of Greenwashing are simply slapped with a corrective order, and that’s only after a consumer has decided to lodge a complaint. So it’s no surprise then the use of “green” in advertising continues to take pole position.
As for myself, when I see the word “green”, alarm bells start to ring and I ask myself the following questions. How is it green? How is it sustainable? Do they have any accreditations? What is listed in the ingredients? And if I’m not satisfied with what’s on the table, then a customer they have lost, alas.
green / gre-n/
Adj. of the color between blue and yellow in the spectrum; colored like grass or emeralds: the leaves are bright green.
Maybe a couple of decades ago the above definition would have been the general consensus. However today, with climate change high on people’s agenda and growing concern on the state of the environment, “green” has become a synonym for environmentally friendly goods. And businesses are cashing in on this correlation. The issue that arises from this is that consumers are being misled into thinking products that are branded “green” must be good for the environment and if they were to purchase the product, they too would be helping the environment. Making “green” claims that amount to little more than hot air is dubbed Greenwashing.
green-wash /green’wash’, -wôsh’/
Verb. the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service.
The Seven Sins of Greenwashing
from TerraChoice Greenwashing report
Sin of the Hidden Trade-off
- suggesting a product is green while ignoring other important environmental issues. Eg paper is not necessarily environmentally-preferable just because it comes from a sustainably-harvested forest. Other important environmental issues in the paper-making process, such as greenhouse gas emissions, or chlorine use in bleaching may be equally important.
Sin of No Proof
- making an environmental claim that cannot be substantiated with supporting information or by a reliable third-party certification. Eg paper products that claim various percentages of post-consumer recycled content without providing evidence.
Sin of Vagueness
- making a claim that is so poorly defined or broad that its real meaning is likely to be misunderstood by the consumer. Eg. A product may be "all natural", but arsenic and mercury occur naturally. Hence, ‘all natural’ isn’t necessarily ‘green’.
Sin of Worshiping False Labels
- giving the impression of third-party endorsement where no such endorsement exists. Eg fake labels or having a frog or rainforest on a label to suggest the product has green certification.
Sin of Irrelevance
- making an environmental claim that may be truthful but is unimportant or unhelpful for consumers seeking environmentally preferable products. Eg an aerosol may claim to be CFC-free, but CFCs are no longer used in aerosols
Sin of Lesser of Two Evils
- making a claim that may be true within the product category but distracts the consumer from the greater environmental impacts of the category as a whole. Eg a fuel-efficient sport-utility vehicle.
Sin of Fibbing
- Making false environmental claims. Eg products falsely claiming to be Energy Star certified or registered.
from TerraChoice Greenwashing report
Sin of the Hidden Trade-off
- suggesting a product is green while ignoring other important environmental issues. Eg paper is not necessarily environmentally-preferable just because it comes from a sustainably-harvested forest. Other important environmental issues in the paper-making process, such as greenhouse gas emissions, or chlorine use in bleaching may be equally important.
Sin of No Proof
- making an environmental claim that cannot be substantiated with supporting information or by a reliable third-party certification. Eg paper products that claim various percentages of post-consumer recycled content without providing evidence.
Sin of Vagueness
- making a claim that is so poorly defined or broad that its real meaning is likely to be misunderstood by the consumer. Eg. A product may be "all natural", but arsenic and mercury occur naturally. Hence, ‘all natural’ isn’t necessarily ‘green’.
Sin of Worshiping False Labels
- giving the impression of third-party endorsement where no such endorsement exists. Eg fake labels or having a frog or rainforest on a label to suggest the product has green certification.
Sin of Irrelevance
- making an environmental claim that may be truthful but is unimportant or unhelpful for consumers seeking environmentally preferable products. Eg an aerosol may claim to be CFC-free, but CFCs are no longer used in aerosols
Sin of Lesser of Two Evils
- making a claim that may be true within the product category but distracts the consumer from the greater environmental impacts of the category as a whole. Eg a fuel-efficient sport-utility vehicle.
Sin of Fibbing
- Making false environmental claims. Eg products falsely claiming to be Energy Star certified or registered.
In Australia, 1,937 “green” claims were recorded on 866 products. Although consumers are protected by the Australian Competition and Consumer Commission (ACCC), there is no law at present that enforces any financial penalty on making misleading “green” references . Businesses who are found guilty of Greenwashing are simply slapped with a corrective order, and that’s only after a consumer has decided to lodge a complaint. So it’s no surprise then the use of “green” in advertising continues to take pole position.
As for myself, when I see the word “green”, alarm bells start to ring and I ask myself the following questions. How is it green? How is it sustainable? Do they have any accreditations? What is listed in the ingredients? And if I’m not satisfied with what’s on the table, then a customer they have lost, alas.
