Welcome to a new blog post from pLAYmARKETING! Today, we will discuss a very delicate topic, explored in an article by ESG360.
The falsehood of greenwashing
This practice, now well-known not only by end-users but also by associations protecting them and bodies overseeing fair competition, highlights the positive effects of certain choices deemed eco-friendly while simultaneously avoiding mention of the negative environmental impact of others. Recognizing greenwashing communication can be quite simple; for example: no information or data is provided to support the claims, certifications come from non-authoritative bodies, information is so generic that it creates confusion for the customer, or false or counterfeit labels may be present, etc.
WHY DO COMPANIES RESORT TO GREENWASHING?
The increasingly frequent use of greenwashing by companies is based on the need to capitalize on the growing demand for products and behaviors with a low environmental impact, drawing attention to actions that are not authentic but are promoted solely to appear more “sustainable.”
SOME EXAMPLES NOT TO IMITATE
Currently, many companies, including major multinationals, are accused of greenwashing. For instance, Coca-Cola has been at the center of sustainability-related controversies for years, advertising that its bottles and caps are 100% recyclable. Similarly, H&M has faced allegations of deceptive advertising regarding its “Conscious” collection, as it fails to provide precise information about the true sustainability of its products. On the same note, in 2020, Ikea was accused of sourcing illegally harvested wood from Russia and Ukraine.
THE RISKS OF GREENWASHING
The risks of this practice are significant from both the consumer and company perspectives. Among the main risks are: loss of consumer trust in companies, the lack of genuine concrete action to achieve sustainability goals for companies that are rewarded for greenwashing claims, and the potential serious cost to ESG investors who believe they are financing sustainable projects and companies when, in fact, they bring no benefit to the environment and people.
Don’t fall into the greenwashing trap. Contact us for advice on the best advertising techniques for your sustainability communication.
