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Greenwashing

Greenwashing is a relatively new term that has come into use over the past few years. It is a combination of the words Whitewashing and Green and is used to describe marketing and PR that is used to falsley attach environmental attibutes to a company, government, individual or cause. As the demand for green products and services is ever increasing many companies try to misappropriate environmental kudos by using greenwashing techniques which vary from subtle image control to outright lying.

At the larger, most organised end of the scale, governments are often lobbied by big businesses to change the terms we use in respect to various green issues. American oil companies successfully lobbied the UN to change the use of the term 'Global warming' for the less worrying sounding 'Climate change'. These subtle changes can greatly change the way most people view different issues which in turn effects our behaviour when making purchases or even voting.

At the other end of the scale are simple image changes on products that can subliminally affect our view of that product or the company behind it. A quick look at the bleach shelves in supermarkets gives an excellent example. Even though the product is a toxic chemical that has harmful consequences for the environment, we are made to not think about htis aspect by the natural plants pictured and the names given to each scent, which is another added chemical. They often have names like Summer / Spring fresh, Norwegian Pine, Meadow flowers and Sea breeze.

Sometimes we are distracted from the full facts by being made to focus on one aspect which is green. Car manufactuerers have employed this method in various ways. Often we are told a car is the most fuel efficient in its class, but that doesn't mean it is particularily efficient in its own right. Many manufacturers have been shown to give fuel consumption figures that cannot be achieved in tests by consumer magazines and television shows. A big area of the motor industry that relies on focussing your attention on one aspect are the electric and fuel cell cars. Both are used as examples of pollution free motoring as there aren't any exhaust fumes. This overlooks the fact that the electricity comes from the mains supply which is partly sourced by coal fired power stations, and the hydrogen for the fuel cells is extracted with electricity, also from power stations. Electric cars also rely on batteries that are made with nickel. That nickel is mined in Canada with polluting processes that affects the local environment. It is then transported to China to manufacture the batteries. These are then shipped to the UK to be fitted onto the cars.

Unclear adverising is another way to fool us into believing what the manufacturer wants. Soy candles are taking a growing share of the market as a green alternative to petrochemical candles. While this in itself is a good thing, some manufactures don't make it clear what the fragrances are made from. It is far cheaper and easier to use fragrance oils, which are chemical based, than to use essential oils. By focussing on the natural soy wax they steer our attention away from the other, less attractive ingredients.

Some companies make green claims about their products without any way of verifying their claims. Although it is not always possible for a company to obtain third party certification for their products, obvious mainstream claims should always be certified. Examples are; Organic; Made from recycled paper; Sustainable wood; and, Energy efficient. Worse than these unsupported claims are those companies that falsely claim to be certified by a third party. If you are unsure check with the third body directly.

Another misleading type of claim made by companies are ones that are claiming things that are standard. A manufacturer that claims their product is CFC free is neglecting to say that CFCs have been banned for many years and that all their competitors are also CFC free.

A recent brand of greenwashing comes from energy suppliers. Many make a commitment to use a percentage of sustainable and renewable sources. They then offer customers the opportunity to switch to a green tariff that means their energy is supplied from renewable resources. All this is good as long as the energy supplier increases the proportion of renewable energy they source. If they don't, then when you change to a green tariff there is no environmental benefit.

Originally published at I Conjure Candles
Written by Andii

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<center><h2>Greenwashing</h2></center>
 
   Greenwashing is a relatively new term that has come into use over the past few years. It is a combination of the words Whitewashing and Green and is used to describe marketing and PR that is used to falsley attach environmental attibutes to a company, government, individual or cause. As the demand for green products and services is ever increasing many companies try to misappropriate environmental kudos by using greenwashing techniques which vary from subtle image control to outright lying.
At the larger, most organised end of the scale, governments are often lobbied by big businesses to change the terms we use in respect to various green issues. American oil companies successfully lobbied the UN to change the use of the term 'Global warming' for the less worrying sounding 'Climate change'. These subtle changes can greatly change the way most people view different issues which in turn effects our behaviour when making purchases or even voting.
At the other end of the scale are simple image changes on products that can subliminally affect our view of that product or the company behind it. A quick look at the bleach shelves in supermarkets gives an excellent example. Even though the product is a toxic chemical that has harmful consequences for the environment, we are made to not think about htis aspect by the natural plants pictured and the names given to each scent, which is another added chemical. They often have names like Summer / Spring fresh, Norwegian Pine, Meadow flowers and Sea breeze.
Sometimes we are distracted from the full facts by being made to focus on one aspect which is green. Car manufactuerers have employed this method in various ways. Often we are told a car is the most fuel efficient in its class, but that doesn't mean it is particularily efficient in its own right. Many manufacturers have been shown to give fuel consumption figures that cannot be achieved in tests by consumer magazines and television shows. A big area of the motor industry that relies on focussing your attention on one aspect are the electric and fuel cell cars. Both are used as examples of pollution free motoring as there aren't any exhaust fumes. This overlooks the fact that the electricity comes from the mains supply which is partly sourced by coal fired power stations, and the hydrogen for the fuel cells is extracted with electricity, also from power stations. Electric cars also rely on batteries that are made with nickel. That nickel is mined in Canada with polluting processes that affects the local environment. It is then transported to China to manufacture the batteries. These are then shipped to the UK to be fitted onto the cars.
Unclear adverising is another way to fool us into believing what the manufacturer wants. Soy candles are taking a growing share of the market as a green alternative to petrochemical candles. While this in itself is a good thing, some manufactures don't make it clear what the fragrances are made from. It is far cheaper and easier to use fragrance oils, which are chemical based, than to use essential oils. By focussing on the natural soy wax they steer our attention away from the other, less attractive ingredients.
Some companies make green claims about their products without any way of verifying their claims. Although it is not always possible for a company to obtain third party certification for their products, obvious mainstream claims should always be certified. Examples are; Organic; Made from recycled paper; Sustainable wood; and, Energy efficient. Worse than these unsupported claims are those companies that falsely claim to be certified by a third party. If you are unsure check with the third body directly.
Another misleading type of claim made by companies are ones that are claiming things that are standard. A manufacturer that claims their product is CFC free is neglecting to say that CFCs have been banned for many years and that all their competitors are also CFC free.
A recent brand of greenwashing comes from energy suppliers. Many make a commitment to use a percentage of sustainable and renewable sources. They then offer customers the opportunity to switch to a green tariff that means their energy is supplied from renewable resources. All this is good as long as the energy supplier increases the proportion of renewable energy they source. If they don't, then when you change to a green tariff there is no environmental benefit.

Originally published at I Conjure Candles    Written by Andii

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Greenwashing

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