Greenwashing began in the 1970s and intensified during the 1990s, when the environmental movement really took off. We all have an idea of what it means, but what do the experts say?
Greenpeace believes such deceptive marketing takes several forms and has identified four main categories:
First, companies can publicly promote an environmentally friendly product, while a majority of their practices are unsustainable and pollute the environment.
Second, companies often spend more money advertising their environmental initiatives than they actually spend on building and implementing environmentally sustainable practices.
Third, some companies run advertising campaigns positioning themselves as “green” as they simultaneously lobby against environmental laws and regulations.
Lastly, government regulations regularly force companies to adopt sustainable practices. Companies are able to capitalize on these governmental enforcements by launching campaigns that make it seem as if the company proactively initiated the practices on their own.
Consumers have learned about these marketing practices the hard way. With each disappointment, they’ve become smarter and more discerning and simple green labeling won’t suffice anymore. Increasingly, companies must have genuinely sustainable practices to succeed.
Smarter Consumers + Sustainable Companies = Clean Environments
Posted by: Julia Sparkman
