For decades companies have been greenwashing their customers. It has especially gained popularity in the last few years. Companies greenwash by leading consumers to believe they are doing more to protect the environment than they actually are.
Greenwashing is defined as companies promoting misleading statements or information about their products, claiming to have environmentally friendly practices or how their products minimize harm to the environment.
Companies may present false environmental solutions to promote their products, and 70% of companies have openly admitted to greenwashing. The Illinois Environmental Council website states, “More and more people want to be good stewards of the earth by being green and more sustainable. But despite their best efforts to research and stay informed, it’s easy to fall victim to something called greenwashing.” This is due to the many tactics organizations use to intentionally fool consumers.
Corporations tend to display misleading labels such as “green,”“eco-friendly,”or “natural.” which can be placed on products without certification or evidence. It’s important to use one’s best judgment on these products, especially ones that sound exaggerated, like claiming to be “100% green.”
Business teacher Janene Murphy stated “The FTC enforces guidelines set out in the Green Guides which help businesses ensure their environmental marketing claims are truthful, not deceptive. As an example, they may penalize a company for saying they are ‘eco-friendly’ when they have no evidence proving that is the case.” Yet companies are still greenwashing.
While it’s time-consuming, researching certification labels is crucial to an educated purchase because of numerous organizations’ records of creating false certifications or labels. Ecolabel Index is a website that allows consumers to verify the credibility of their purchase and can be used by any consumer to become more informed. Products certified by Energy Star, Fair Trade, USDA Organic or the Forest Stewardship Council are also reliable.
Greenwashing negatively impacts the environment, causing an increase in pollution. Consumers buy more products and think it doesn’t harm the environment while in reality, it does.
Greenwashing not only impacts the environment but also the company itself. “Outside of the legal issues, once exposed, it can damage their reputation. They can lose the trust of both their customers (heck, all consumers in general!) and their investors. When it comes to their customers, if you lose trust, you lose sales,” Murphy conveyed.
A senior Katie Yulga at PVHS has experienced brands greenwashing her. Yulga stated “I used to use a moisturizer which claimed to be all natural and eco-friendly, but later found out that was false. It was frustrating and I stopped buying from them.” Once consumers discover they are being lied to and taken advantage of, they lose trust in the brand, causing sales to go down.
