Greenwashing: Defining The Marketing Trend That Misleads Masses
Greenwashing is when a company uses branding, marketing, and other practices to falsely make its product seem more “green” or environmentally sustainable. It’s a misleading tactic that takes advantage of the idea that it’s easier to convince people you’re a good person than to be a good person. And, sadly, it’s on the rise.
Greenwashing definition
Greenwashing is a pun on the concept of “whitewashing.” In the same way that the term whitewashing is about aiming to make something appear more innocent, better than it is in reality (usually to cover up questionable practices), greenwashing is when companies mislead the public into believing their product is environmentally friendly.
Put simply, it’s when companies try to appear green and eco-minded to make more sales while contributing meagerly to the planet.
Greenwashing examples
One of the most frequently used examples of greenwashing is when marketers use vague language that is very open to interpretation. If a company is claiming that its product is “all-natural” or “chemical free,” these labels are meaningless. There are no regulations whatsoever as to what these terms mean or what they require the product to include or exclude. Even the terms “eco-friendly” and “sustainable” are, regrettably, unspecific. It's all hollow.
Another greenwashing example is when companies hide their environmentally unfriendly practices in the fine print. (If they’re required to even mention it.)
Many, many companies love to present themselves as creating or aiding sustainability movements. This can involve promises, goals, and other plans to achieve a certain amount of sustainability, a specific reduction of C02 output, or things of that nature. But, a promise isn’t always reality.
When trying to buy sustainably, it’s honestly best to just do a little research online as to what items are actually eco-friendly and which are not.
The eye of the beholder
If a product you’re interested in is covered with imagery of trees, rivers, and otherwise clean and natural environments or habitats, this is a common way greenwashing companies will try to convince their customers they’re something they’re not. This happens more subconsciously, but works because you find yourself identifying these images with what they represent — planet earth in harmony with nature.
It’s not easy being green
With the prevalence of greenwashing, and other problems, it’s helpful to have a go-to name. It also makes it a lot easier to discuss with friends and family. Nobody likes being misled. And understanding such a misleading practice is the first step to avoid being duped.
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