6 Examples of Greenwashing: Corporate Tactics Exposed
6 Examples of Greenwashing
By Alix Veronica
Greenwashing is more complex than you’d think and here we cover 6 examples of greenwashing. Stemming from the term “whitewashing,” which means to downplay wrongdoing by making something wrong seem less wrong or “not as bad” as it is. “Greenwashing” is a term that calls out companies claiming to be “green” but making little to no actual changes in their manufacturing process that would constitute being better for the environment than any other product similar to theirs. Companies that falsely claim environmental friendliness without making substantial changes in their manufacturing process are greenwashing.
The problem is that companies can claim and allude to being eco-friendly without getting approval from an official inspection. Even when there are “official” labels and inspections, there is a lot of deception within these certifying entities due to conflicts of interest and a lack of enforced standards.
For the love of the planet we live on, profit, production, and manufacturing sacrifices are rarely discussed by many large corporations—but they will pretend to care and find ways to mitigate any real effort if that means keeping their customers around.
The manipulative tactics are endless for how companies try to shift our attention away from their lack of environmental integrity–utility companies forming fake “grassroots” organizations to overturn land protections, global retailers claiming something is “environmentally friendly” just because it’s made in a tiny way from something of “nature” (aka a sliver of bamboo, wood, cotton), or bottle and can companies pushing for consumers to avoid littering and to recycle, instead of addressing the more significant issue of their production.
Here are 6 examples of greenwashing companies will try to use on us:
⦁ Greenhushing
No universal enforcement requires a company to disclose its annual data on measures taken to increase its sustainability efforts or decrease its carbon footprint. While we are in a stage of change, many companies are not disclosing the specifics of their environmental impact–not even when there is progress. While reasons for leaving the data out vary from company to company–perhaps they are hesitant to be accused of greenwashing based on the language they use, or maybe companies know that they are not having a positive impact on the environment–it is harmful to the movement toward a healthy planet because it further accentuates the nonchalant and cavalier status quo position not to value the topic enough to acknowledge it.
⦁ Green Rinsing
Hungry for ESG credits, many companies set standards for themselves, which they disclose to the public. Targets like “By the year ____, we will have decreased our emissions by ___” are appealing to both consumers and investors but are often unattainable or not even striven for. In a recent report done by Changing Markets Foundation, they found that both Pepsi and Coca-Cola have changed their targets at least five times within the last four years alone, their promises to “use at least 50% recycled material by the year___” blatant publicity stunts.
⦁ Green Labeling
With as many adjectives to describe something as “green” and safe for the environment as there are, these terms are thrown around by companies without a clear and collectively agreed upon understanding of what constitutes something as “sustainable”, “compostable”, “natural”, “eco-friendly”, and the list trails on. Companies Kohl’s and WalMart were recently sued for labeling a toxic product “eco-friendly” just because it included bamboo. And more companies are getting away with this than those being caught and held accountable.
⦁ Green Shifting
When blame and responsibility are placed upon consumers as to who is responsible for a mess made by the corporation, this is green shifting. The attention shifts from the damage being done by the manufacturing and waste of a product to the consumers who buy the product, which is a psychological tool used to paint themselves in a positive light regarding pollution. The unconscious play in our minds as consumers goes, “This company will be the one I stand for and purchase from because they are saying something about the issue, so they must at minimum care,” and the pressure and attack toward the company about the issue lessens.
In 2021 a study was done by Harvard researchers on the language used by ExxonMobil in their company wording in reports, finding that they used terms like “energy efficiency”, “fossil fuels”, and “consumer demand” to point the finger away from their massive contribution to global warming, instead of taking responsibility.
⦁ Greenlighting
If you put the spotlight on a minor piece of your company, product, or business practice that is beneficial for the environment, while the rest of everything about your company causes great harm, you’re greenlighting. ExxonMobil has been proudly advertising its relatively small algae program for over a decade, promising significant strides toward clean energy. Recently they have cut all airplay of this program, at a time when they have made more profit than ever before, and continue to, having more than enough money to continue the research if they were genuine about it in the first place.
⦁ Green Crowding
Green crowding occurs when governments and corporations form alliances and make claims to achieve a goal by a date often far off into the future, to buy them time as they continue to harm the planet. They can make grandiose claims, using the alliance formed as their backup, but have little to no intention of fulfilling those claims. The Alliance to End Plastic Waste (AEPW) has reported they reduce pollution, while their founding members include the biggest contributors to air pollution and deforestation. By being a part of this alliance, they appear to be serious about decreasing their carbon footprint without actually doing anything.
The Path Forward to Combat 6 Examples of Greenwashing
In conclusion, greenwashing continues to be a significant issue in the corporate world, with companies employing various deceptive tactics to appear environmentally friendly without making substantial changes. A lack of universal enforcement and clear standards for assessing environmental claims leads to widespread deception and manipulation. Consumers and investors must remain vigilant and demand transparency and accountability from companies to combat greenwashing effectively. Additionally, regulatory bodies and industry watchdogs must be more active in ensuring that companies adhere to genuine sustainability practices rather than engaging in misleading greenwashing tactics. We can hold companies accountable and promote genuine environmental stewardship through collective effort and awareness.
The first step to combating 6 examples of greenwashing is becoming aware of and knowledgeable about its tactics. To dive deeper into this issue, check out the Ocean Blue Project’s comprehensive report on Corporate Greenwashing.
Author bio: Alix Veronica is a lifelong environmental activist, writer, artist, dancer and singer-songwriter. Her love for planet earth, and passion for justice, goes into everything she is a part of.