What Is Greenwashing?
Whitewashing has probably come up at least once in the context of business. When an organization presents a skewed version of the facts, it engages in “whitewashing,” which is the deliberate concealment or glossing over of scandalous information. But greenwashing isn’t nearly as well known.
When a company spends more time and money on portraying itself as environmentally friendly than on actually reducing its environmental impact, this is known as “greenwashing.” It is a dishonest marketing ploy designed to mislead customers who prefer to purchase goods and services from companies that care about the environment.
We will describe greenwashing, how it harms brands, and how to prevent it.
Describe greenwashing
The phrase “greenwashing” was first used in 1986 by environmentalist Jay Westerveld in a critical essay that was motivated by the irony of the “save the towel” movement in hotels, which had little effect beyond saving hotels money on laundry costs. The concept was developed at a time when the majority of consumers relied on print, radio, and television for their news, making it impossible for them to fact-check as they can now.
Over the years, companies that engaged in widespread greenwashing have garnered media attention. For instance, in the middle of the 1980s, the oil company Chevron commissioned a number of pricey print and television advertisements to promote its commitment to the environment. However, Chevron was actively breaking the Clean Air Act, the Clean Water Act, and spilling oil into wildlife refuges during the now-famous “People Do” campaign.
Unfortunately, Chevron was not the only company making ludicrous claims. Advertising for the double-hulled oil tankers from the chemical company DuPont in 1991 featured aquatic creatures dancing to Beethoven’s “Ode to Joy” in chorus. The company ended up being the biggest corporate polluter in the US that year.
How a brand’s reputation is harmed by “greenwashing”
Although it has evolved over the past 20 years, greenwashing is undoubtedly still a thing. Corporate defendants are being sued more frequently for making false environmental claims as the world adopts greener practices.
