What Is Greenwashing?

Greenwashing is a complicated topic, depending on who you ask. Many have their own definitions of the term, and some of us are more flexible than others when it comes to supporting a company who may have greenwashed in the past.

Basics:

Greenwashing Index notes that greenwashing is, “When a company or organization spends more time and money claiming to be “green” through advertising and marketing than actually implementing business practices that minimize environmental impact.”

Wisegeek says, “Greenwashing is a marketing technique in which a company falsely claims environmental responsibility.”

The above are pretty typical definitions but there are shades of green involved, which is where it gets tricky.

Focusing on past sins: Some folks are vigilant about a company’s past; meaning that if a company has been an eco-baddie in the past, but it’s trying to be better, they’re still greenwashing. I’m not quite so unforgiving. If a company is trying I’ll give them the benefit of the doubt and start researching what’s up.

Looking at their contradictions:  While I’ll forgive a company who is seriously making changes for the better, I can’t get on board with a company who releases a “green product” while still manufacturing bleach and chemical products on the side. To me, that’s not a green company, and it’s super lame. If a company can make some products that are eco-friendly and work, why not go all the way green?

Looking beyond the statements: You can look up a company’s goals and read their green statements, but what it comes down to is how they actually run their show and the products they create. Some companies toss words like “natural, green, organic,” and more around but can’t back it up. For example, if you run across a soap company making “organic & natural” soap, you need to dig deeper. That soap may be packaged in plastic. The soap could contain one natural herb and 30% organic ingredients along with preservatives and fake colors.

For more info on companies that do and don’t greenwash visit Greenwashing Index.