[INFORMATIVE] Greenwashing vs. Sustainability

Greenwashing vs. Sustainability

By Lara Seth

Today, as environmental concerns have become the vanguard of collective consciousness, many businesses have adopted a green facade. In an attempt to show their involvement with nature, businesses are engaging in a practice commonly referred to as “greenwashing.” It is a deceptive marketing strategy that allows companies to make unsubstantiated claims about their environmental practices or the materials they use to create their products to enhance their public image, despite those claims being misleading or entirely false. However, in contrast, true sustainability is a comprehensive approach that involves meeting the needs of the environment without compromising future generations, encompassing economic, political, social, and not to mention environmental factors.

Greenwashing is present in many different forms. One common tactic used by companies is “selective disclosure”, where companies only highlight their positive environmental initiatives while attempting to downplay or conceal their negative effects. For instance, a company might boast about their recycling and composting efforts with food waste within their organization while neglecting to mention the excessive energy consumption due to the recycling machines.

Another strategy is their “vague or misleading claims”, where they use unclear language or make unsupported claims about their products' environmental benefits. An example would include how a company might label their product as “eco-friendly” without providing sufficient evidence or details about the alleged sustainability credentials. Additionally, “false certifications” can be used as a key tool for greenwashing, where companies display fake certifications from renowned organizations to deceive consumers.

A study on alleged eco-friendly products was conducted in 2022. Mattel Inc. is an American multinational toy manufacturing and entertainment company founded in 1945, in El Segundo, California. This company was supposedly going to launch decomposable Barbie dolls and stop using plastic, however, it turned out to be a publicity stunt. The Barbie Liberation Organization, an activist group, deceived the public over Mattel’s sustainability claims as a way to draw attention to the climate problem. Their fake campaign promises to be plastic-free by 2030 by using completely biodegradable materials, introducing a new line of “Eco Warrior Barbies”. These political/environmental pranks are an act of activism meant to bring attention to specific causes in the media. One of the organizers stated that he is “fighting misinformation on the part of plastic and fossil fuel businesses”. Mattel subsequently clarified that there is no affiliation with this “new” product or the climate goals and that plastic Barbie will continue to be manufactured.

In contrast to greenwashing, sustainable practices have become more prominent in scientific evidence and measurable outcomes. Sustainable companies have started prioritizing their resource conversation, environmental stewardship, and their social responsibility towards ongoing problems. Many have publicly announced their strive to reduce their carbon footprint while attempting to minimize their waste. Distinguishing between greenwashing and real sustainability requires a lot of critical thinking and informed consumerism. Consumers should consider the factors of excessive marketing hype and vague claims not backed by reputable sources.

Further combatting against greenwashing includes the government and consumers playing an active role in being vigilant about false marketing in the political aspect. In particular, governments can implement regulations to ensure that companies are held accountable for their claims. This would include setting clear guidelines for advertising and enforcing severe penalties for misleading their audience.

Consumers, on the other hand, have the power to drive change within their own communities through their purchasing decisions. By choosing to be against buying products that seem like greenwashing, customers can inadvertently support the transparency of environmental policies, sending a strong message that this is a vital issue and should not be taken lightly. It is also important for consumers to be informed of these strategies in the current market.


Bibliography
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