It is very likely that you will hear the concept of "greenwashing" somewhere. As people's sensitivity to environmental protection in recent years, greenwashing is something that at the same time.

What is "greenwashing"?

In essence, it is the phenomenon where companies and organizations mislead the public into thinking they are environmentally friendly, when they are not. It is a marketing strategy where the company "puts out" an eco-friendly face. But its practices do just the opposite.

A typical example of this phenomenon is fast fashion companies. The fashion industry is the second most polluting industry in the world, after oil industry. To this, of course, fast fashion companies contribute to the greatest extent. In recent years we have seen more and more fast fashion companies talk about how sustainable and "green" they are. The words "sustainability", "conscious", "vegan", "recycled" dominate most campaigns. But is it really true? The fast fashion industry does huge damage to the environment and it is known that many workers work under inhumane conditions to produce all these clothes.

Of course, this phenomenon is not only about fashion. For example, sofas are made of vegan leather. The cars are labeled as "environmentally friendly". More and more food packaging is becoming recyclable. These industries actually cause a huge burden on the environment. Companies divert attention from the environmental damage they cause and present themselves as "allies" in the fight for the environment.

What impact does greenwashing have?

Greenwashing is a marketing tool used to make a profit, instead of taking environmental responsibility. Now consumers, especially Gen Z consumers, are more cautious about buying products that do not take environmental interests into account. They are also more likely to spend more money to make sure they get environmentally friendly goods. So if a company raises the price of a product and labels it as sustainable, it could make a lot more money by making a claim that isn't true.

How can I recognize greenwashing?

The most important thing is not only to recognize greenwashing but also to criticize it when we encounter it. There are several ways you can identify it.

Beware of "green" words: Companies and products will pretend to be environmentally friendly by using words like "eco-friendly", "recycled", "sustainable", "vegan", "conscious". These words will be used without explaining the reason with arguments.

Do your research: While some products may be advertised as, or actually are, environmentally friendly, the company that owns them and their practices may not be. Imagine a vegan leather belt from a producer that pollutes rivers, or a chocolate bar with recyclable packaging that also sells single-use plastic bottles.

Look for certifications: If a company really does what it claims, it will definitely be certified by an official organization. Certifications are very important to understand which companies are really environmentally friendly.

 

So that was a brief description of greenwashing from the No Thinkin team. We hope we have helped you understand it better, learn to spot it as well as judge it when it happens. To see change, we must help make it happen.

xoxo

M.