Greenwashing: The new climate battleground

July 25, 2022

Greenwash

Pronunciation /ˈɡriːnwɒʃ/ | NOUN | mass noun

“Disinformation disseminated by an organisation so as to present an environmentally responsible public image.”

In our hyper-consumption based society, you probably won’t be alone in raising a sceptical eyebrow when you hear brands make claims about how they’re “doing their part” in the quest to “save the Earth”.

Although at Ubuntu we don’t believe that any one person can “save” the Earth, we do believe that we can all change it! So when companies invest more time and money on marketing their products or brand as “green” rather than actually doing the hard work to ensure that it is sustainable, this is the epitome of greenwashing.

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Whilst some greenwashing is unintentional and results from a lack of knowledge about what sustainability truly is, it is often intentionally carried out through a wide range of marketing and PR tactics to boost a brand’s public image, and to help position them as more planet-conscious in a bid to align with their consumers’ values and ultimately boost sales.

Intentional or not, the common denominator among all greenwashing is that it is not only misleading, but it’s also really not helping to further sustainable design or circular economy initiatives. Consequently, environmental problems stay the same or more likely, get even worse, as greenwashing often sucks up airtime and misdirects well-intentioned consumers down the wrong path.

The origin of greenwashing

Whilst greenwashing as a practice dates back as far as the 1960’s, the actual term was dubbed in 1986, by environmentalist Jay Westerveld who claimed “It all comes out in the greenwash” in an essay looking into the exciting topic of towels in the hotel industry.

Back iIn the 80’s, television, print and radio were the leading forms of media—a far cry from the constant stream of noise we receive today through never-ending social feeds and 24/7 news channels. It was this lack of readily available information that allowed greenwashing to flourish.

Chevron (the oil giant) released a series of television commercials in 1988 to convince the public that their practices support the environment. With the beauty of hindsight (and all we know about the world of fossil-fuels), watching these commercials now may make us cringe, but back in the 80’s & 90’s spots like these were considered to be highly informative by the public—so much so, that Chevron won an Effie Advertising award in 1990 for its ads.

Oil companies certainly weren’t the only ones who benefitted, however Chevron led the way in a surge of greenwashing that spanned well into the 21st century and continues to plague us today.

What to look out for

It’s fair to say that greenwashing can be difficult to spot—after all, it’s a tactic that professionals use to tap into our psychological and emotional state, directly impacting the amygdala and the ventro-medial frontal lobes (that’s as science-y as we’ll go, promise).

So what should you look out for? Here’s a quick overview of common claims and tactics used by companies to help keep you alert for the next article you read or ad you see:

Carbon offsetting
When talking about their carbon footprint, many companies right now are focusing on carbon offsetting. In and of itself, offsetting is no bad thing—it’s a means by which to level set the harmful gases we put into the atmosphere. However it misses the crux of the issue: the things that are causing the high levels of carbon being produced in the first instance. Globally, we can’t rely solely on paying a form of tax for every metric tonne of CO2 we produce. Instead, companies should be investing in reducing the amount of carbon they produce in the first instance.
Token gestures
Masters of misdirection, some companies centralise their marketing around a single ‘green’ feature, ignoring the numerous other toxic aspects of their business. A classic example can be seen with fast food chains, who promote paper straws and recycling in stores, yet ignore the fact that the meat they use is directly funding deforestation and rely on intensive farming practices that are one of the largest contributors to global GHG production.
No evidence to back up claims
It goes without saying, but many companies make claims that simply cannot be backed up by scientific (or even logical) fact. If a company is telling you their supply chain is ‘ethical’ or their products are ‘sustainably sourced’ but they don’t have any specific information about how, then—you guessed it—that’s greenwashing.
A lack of specificity
COP26 came and went last year, with many outsiders viewing it as another flop due its lack of specificity in setting out plans to meet key targets. Whilst governments have been floundering, so too have companies. Blanket statements such as “We’ll cut our emissions by 2030” often lack any substantiation in their ‘commitments’—for example, this advert by Applesaying they “intend” to be carbon neutral by 2030.
Buzzwords
It can also be tricky to identify who is actually being honest, as some companies do genuinely have sustainability as their core interests. However, there are few keywords you should look out for and prompt you to do more research into the brand to see if they can back up their claims, including green, eco, environmentally friendly, sustainably sourced, and ethical.
Green imagery
It’s not just clever word play. Now we love the colour green, but we’re becoming increasingly cautious of images that rely heavily on the colour either in photography or illustrations. Green is good—but other colours are still available.

Why is it a problem?

It’s a fair question, but one that’s quite easy to refute. Have you ever had a friend or family member experience gaslighting before? It’s a major red flag, right? So why is it okay when companies do it? Greenwashing is, in short, corporate gaslighting.

Many companies are trying to lead the public to think everything they’re doing and selling is good for people and the planet, however the reality is that the majority of what we buy is contributing to climate change in some form or fashion. From the clothes on our back, to the food we eat, we have built a society that expects cheap consumables at the expense of others.

The main issue we see is that greenwashing takes up valuable space in the fight against significant environmental issues like climate change, plastic ocean pollution, air pollution and global species extinctions. The saddest thing is that many companies do it by accident, as they don’t have the expertise to know what is truly environmentally beneficial, and what is not.

We are approaching a critical time in which more organisations and individuals are adopting sustainable design and zero waste living practices, and entire communities are banning disposable plastics. It’s important to be able to quickly identify instances of greenwashing, and replace them with truly sustainable practices both as consumers, employees, and employers.

Here’s what you can do…

Last year, the British government cracked down on greenwashing in advertising, which has since seen the number of adverts banned for greenwashing spike—so things should (in principle) be getting easier for us as consumers. In fact, there is even a guide set out by the government for shoppers.

But we can also be proactive. Looking out for widely recognised third-party certifications can also help—logo marks to keep a weather eye out for include (but aren’t limited to):

Ultimately, our best advice is to do a bit of research into the brands you know and love, and don’t forget to share what you learn with your friends! It’s near impossible to know every last detail about every company you buy from, so crowdsource. Don’t allow yourself to be misled by buzzwords and empty, false promises.

And remember, not every company is going to be 100% sustainable. But there are many who recognise what they need to change and are taking the right steps. It’s just as important to reward those who are moving in the right direction, so don’t forget to celebrate their success too!